Remember looking through old photographs and becoming in awe of your mom or grandma's beehives and bouffants back in the day? Their hairsprays were most probably some liquid prototype of the crazy glue. Sure it could hold together elaborate bouffants and hairstyles that can withstand earthquakes, floods and other natural calamities, but it was the wrong product if you want natural looking, no-fuss hair. Also, the stiff, white residue that is left in your hair is enough to make you crave for a revolutionized, natural-looking but weather-proof hold.
Living Proof, the beauty company that revolutionized the industry with No Frizz and Full Thickening Cream, announces the launch of new Hold Hairspray, a reinvention of traditional hairspray with flexible hold, plus exclusive humidity-blocking technology PolyfluoroEster. Hold Hairspray provides all day protection for everyday styles, yet allows for movement, softness and incredible shine. Here is Living Proof's claim on how Hold Hairspray is different from other hairsprays:
The Problem:My Take: I was given a chance to try Hold Hairspray and the first thing I noticed was the scent. It is pretty subtle though so it was not bothersome for me. I use hairspray everyday so I know exactly what I want in my hairspray: good hold on the hair but flexible enough to make the hairstyle as natural-looking as possible. I achieved that with this hairspray. If you need extra strong hold, this is not the hairspray for you, but it just gives you the right amount of hold to give your hair a fuller look, but does not make it look to sculpted. I have fine, limp hair so I like that this gives volume to my hair. Humidity is the hairspray's worst enemy because it makes your hair fall limp and flat. Living Proof's scientists invented PolyfluoroEsther, a new molecule featured in Hold that is claimed to prevent the damaging effects of humidity. I would say it did offer a longer hold on my hair.
Decades ago, when hairspray was first developed, it was perfect for cementing elaborate, fussy styles like the beehive and bouffant into place, but resulted in a stiff, sticky, shellacked effect. Additionally, the formulas easily cracked and flaked, leaving hair with a dull residue. Today, women’s hairstyles are looser, freer and less “done,” but unfortunately, hairspray formulas haven’t changed with the times. This leaves women trying to finish a fresh, new style with a dated technology.
The Advanced Solution:
Living Proof’s team of scientists understood the limitations of the stiff, brittle polymers used in most hairspray formulas: they feel like glue, flake in the hair, dry to a dull finish and fail to stand up to the elements. For Hold, they created a blend of new polymers that when combined form a flexible “web,” joining the strands but never freezing them into place.
They also discovered that the addition of Living Proof’s proprietary PolyfluoroEster technology provides not only incredible humidity protection to help styles survive the toughest weather conditions, but also actually manipulates the properties of the polymer blend in a way that makes it deposit more evenly onto hair. This even deposition prevents a hard, sticky build-up. Hair holds its style beautifully and completely, yet moves naturally and never looks too stiff or shellacked.
The PolyfluoroEster also allows the holding polymers to remain flexible so Hold will not flake or leave hair looking dull, no matter how many times you layer it. Hair retains its shape, incredible shine and flexibility, making the use of Hold virtually foolproof.
I think the greatest part is the shine aspect. I took pictures after I used this product and I was very happy to see that it gave my hair a very soft, shiny, natural look. That was a huge difference from my previous hairsprays that made my hair dry-looking.
Let me repeat: if you want ultra-strong hold, this is not the hairspray for you. This just gives a very natural-looking hold that Living Proof claims to be resistant to humidity. I will update this review as soon as the weather is showing signs of high humidity in my area. It is a good product for those who want natural-looking hairstyles with the added bonus of providing a beautiful shine to your tresses.
The Shades Of U rating: 4.0 out of 5 stars
Living Proof’s Hold Hairspray is available at Sephora, QVC and Livingproof.com beginning in May 2010; $24, travel $14.
NOTE: A media sample was provided by a representative of the company. For more information on the matter, please refer to the Disclosure Page.
1 comment
Sounds good. I tried the No Frizz when it first came out and it did okay with my frizzy hair but still didn't tame it. I would have to try this sometime!
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