NEW YORK, NY (August 29, 2011) – Living Proof Full Thickening Cream has been selected Best Volumizing Styling Product by QVC viewers in the multimedia retailer’s third annual Customer Choice Beauty Awards. Nearly 30,000 customers voted for their favorite brands and products over a two-week period and the winners were revealed during two live broadcasts on August 27. Customers chose favorites from among many prestige beauty brands in more than 25 categories, including cosmetics, hair care and skin care.

Living Proof Full Thickening Cream transforms fine, limp hair into hair that looks, feels and acts like full, thick hair. Based on technology from the research laboratories of Drs. Dan Anderson and Bob Langer at MIT, Living Proof’s team of world-class scientists invented the new material found in Full: Poly Beta Amino Ester-1. This latest advancement gives thin, limp hair a natural, youthful fullness. Best of all, unlike typical volumizers, which are brittle and stiff, the hair remains soft and the style remains full and bouncy even as you run your fingers through it throughout the day.

Full Thickening Cream deposits Living Proof’s proprietary molecule, Poly Beta Amino Ester-1, onto the hair in a micro-pattern of completely flexible and indestructible thickening points. These volume-boosting, texture-creating points can’t break or flake off, unlike the stiff, brittle resins used in other volumizers on the market today. When Living Proof stylists put Full on test subjects’ hair in the lab, the reaction was always the same: the person not only saw fuller hair, but also felt like he or she had more hair. The sense of natural fullness, flowing and touchable, was unmistakable. And because of the flexibility and durability, the fullness lasts all day. QVC customers have shown that they agree that Living Proof Full lives up to expectations by electing Full Thickening Cream as 2011 Customer Choice Winner for Best Volumizing Styling Product.

“We are proud to offer our customers access to brands and products that rival the best in the market,” said Claudia Lucas, director of beauty merchandising for QVC. “The QVC Customer Choice Awards let our customers share their experiences with each other, and reward those brands that exceed their expectations.”

“Living Proof’s mission has been to bring together some of America’s leading biotech and medical scientists to create beauty products that go beyond marketing hype and truly work. So, it is an honor to see that QVC consumers, who are both knowledgeable and discerning, stand behind our products.” Jon Flint, CEO of Living Proof.

Living Proof Full Thickening Cream (QVC Item #A200615) is available for approximately $21.50 on QVC.com.

Pureology introduces Hydrate LightCondition and HydraWhip.

Fine hair is easily desiccated by daily aggressors and requires products that moisturize to nourish, soften and protect. Pureology Serious Colour Care welcomes two new products to the award winning Hydrate System, Hydrate LightCondition and Hydrate HydraWhip, created for fine colour-treated hair in need of moisture while protecting colour radiance. The new tingling-free, silky cream condition and velvet soft soufflé provide lightweight moisture for finer hair types and clients sensitive to menthol.

Many moisturizing products tend to be heavy on fine hair, making it limp and appear thinner and greasy. To address this need, Hydrate LightCondition and Hydrate HydraWhip provide moisture that will not weigh down hair, but provides nourishment to soften and protect using organic botanicals of peppermint, rosemary, sage, and green tea to provide condition and shine for light, naturally radiant and healthy hair. The exclusive AntiFadeComplex neutralizes free radicals to maximize colour retention.

The new Hydrate LightCondition contains Hydrating Micro-Emulsion Technology formulas to deliver moisture from within, improving hair condition. Natural jojoba and shea butters, with strengthening multi-weight proteins of soy, oat and wheat moisturize and restore suppleness without weighing down fine hair. Hydrate HydraWhip contains an emollient-rich soufflé with avocado, jojoba and shea butters to restore moisture and softness to fine colour-treated hair from root to tip.

The complete Hydrate system includes the following products:

- NEW Hydrate LightCondition

- NEW Hydrate HydraWhip

- HydrateShampoo

- HydrateCondition

- Hydrate HydraCure

- Hydrate ShineMax

Marta Walsh says: “Pureology Hydrate hair care line is one of the best hair care collections out there, their products work every time.”

Rachel Bilson looked stunning at the 2010 Costume Institute Gala. Her Louis Vuitton gown inspired her look: elegantly fresh with a modern asymmetrical edge. Master hairstylist Marco Santini for Moroccanoil created a virtuosic design emphasizing a playful counterpoint of smooth and wavy textures.

“It was very humid tonight and Rachel’s hair is fine so we had to layer products into her hair in a different way to make sure the style not only looked beautiful, shiny and natural, but held up throughout the evening.”

How To: Hair Tutorial

While her makeup was being applied Marco created a low part then finger-set the hair with Moroccanoil Hydrating Styling Cream, “I used the product to hydrate and smooth her curly texture. Afterwards, I shaped the core texture using my hands and the blow dryer.

Next, Marco sprayed the hair with argan oil-infused Moroccanoil Luminous Hair Spray and curled her hair with a medium-barrel iron. “I love how the hair looks when I apply this hairspray before using irons. It gives a nice hold, but not too strong, and I can add additional layers for a stronger hold without affecting the final look.”

To create the asymmetrical style, Marco sectioned all the hair on the left side of the part then pulled the hair back to give the illusion that Rachel’s hair was shorter on one side than the other. Marco created small braids on the ends then tied the partially braided hair into a ponytail using a thin hair band. He then released the longer section of hair on the right side so that it would fall over and flow down the neck, hiding the ponytail.

“I wanted to finish with a soft polished look so I added a touch more Moroccanoil Hydrating Cream and finished with Moroccanoil Luminous Hair Spray. It’s really cool what this hairspray can do in styling, as well as, finishing the look. I love how it leaves the hair so shiny.”

Rachel’s final result was young, sexy and unique. A perfect complement to the Louis Vuitton gown and in harmony with her always natural look.

Moroccanoil is sold in professional salons and spas throughout the country. Visit www.moroccanoil.com for more details.

David Babaii for Living Proof Full styles Kate Hudson’s hair for the 2010 MET Costume Institute Gala. The Hairstyle & Inspiration: A day spent sun-bathing in San Tropez, elegant but a little flirty, not too coiffed to match her chic Stella McCarthy dress.

How to get the look: Hair Tutorial

First, David Babaii used Living Proof Full to give Kate Hudson’s fine, limp blonde hair a thicker feel. He rubbed the product between his fingers to activate the ingredients and applied from the product root to shaft. He rough dried the entire head to add additional volume.

He created a side part, and braided along the crest of her head, he then pulled all the hair back into a low bun at the nape of the neck, creating a sexy, cool up-do. Babaii said, “Usually I am afraid to braid Kate’s hair because it is so fine, but Living Proof Full added the dimension and depth I needed to create this fabulous red carpet look.”

Fine Hair Solutions: No doubt Cameron Diaz was one of my favorite beauties on the red carpet at Oscars 2010. I also loved Cameron’s voluminous hair, Rita Hayworth Hollywood waves style, which went really well with her Oscar de la Renta dress. If you wonder how to get Cameron Diaz’ full of volume hair here’s the secret. This is according to hairdresser Lona Vigi who created Miss Diaz’ hairstyle: “I also used (in addition to blow drying her hair using Velecta Paramount Paris TGR 4000 blow dryer) the Volumizing Catalyst from LiQWD ($28), which is the greatest product for fine hair.”

The LiQWD hair care volumizing hair care collection includes: Volumizing Shampoo and conditioner ($32 each) and SLiQWD ($28) for smooth and shiny or texturized waves hairstyles. LiQWD also has a hydrating collection.

Visit www.liqwd.com for additional product details.

Introducing Redken Straight Collection: Straight strands are a staple on the runways of Fashion Week as they are for many women on the street. The smooth look is simple, classic, and polished and will never go out for style (at least for Marta:) However, achieving the ultra-sleek straight look has been difficult for women with different hair types to attain. Redken has found the solution with its new Straight Collection customized for fine, medium, and coarse hair types.

“Whether it is working backstage at Fashion Week or styling a client’s hair at the salon, straight hair has always been in-demand look for women,” says Rodney Cutler, owner of Cutler/Redken Salons. “It’s a classic style, which suits many women.”

The Straight Collection consists of 3 products with the ultimate straightening formulas for specific hair types:

NEW sheer straight 06 lightweight straightening gel for fine hair, $15 for 3.4 oz. Available July 2009 at redken.com for salons

align 12 protective straightening lotion for medium hair, $16. Available now at redken.com for salons

and NEW power tame 16 intense straightening balm for coarse hair, $16. Available: from July 2009 redken.com for salons

Rodney Cutler interview with Marta Walsh

Harry Josh Master Stylist Behind Gisele’s Hair Reveals Spring’s Most Wanted Hairstyles : Trends can be fleeting, but you can always count on the experts at John Frieda to help you achieve timeless yet of-the-moment style with effortless tricks and accessible product recommendations.

Harry Josh, the master stylist behind the iconic looks of A-listers like Gisele, Ellen Pompeo and Fergie, John Frieda International Creative Consultant Harry Josh tells Cosmopolitan magazine in its May issue (on stands now) how to achieve the season’s must-have style no matter what your hair type.

Got Fine Hair?

THE GOAL: A natural look that adds volume and movement every time you turn your head.

THE TRICK: Focus on the lower part of strands and stop stressing about all-over waves.

HOW TO: Blow dry the top portion of hair from cheekbones up. Leave the bottom of your hair slightly damp and coil it into a tight bun. Blast the bun with a blow-dryer until its dry. Mist with a flexible hair spray like John Frieda Luxurious Volume All-Out Hold Hair Spray, $6.50.

 Got Medium Hair?

THE GOAL: Sleek spirals that twist away from your face to show off your features without crowding them out.

THE TRICK: Hold the curling iron vertically as you twist it clockwise to create coils that fold into your natural texture.

HOW TO: Apply a smoothing spray all over to minimize frizz and protect from heat styling (try the new John Frieda Frizz-Ease Heat Defeat, $6.50) then blow dry.

Loosely wrap 1-inch sections around a medium-barrel iron starting at chin level (remember to hold the iron vertically as you twist). Then gently rake fingers through hair and shake out so it settles into piece-y waves.

Got Thick Hair?

THE GOAL: Keep curls weightless and airy to avoid looking droopy or heavy.

THE TRICK: Create diffused waves by brushing them out to add lift and life.

HOW TO: Apply an anti-frizz formula (Josh recommends a drop of John Frieda Frizz-Ease Thermal Serum, $10) and dry with a diffuser, then curl random sections with a large-barrel iron.

Leave the ends out so they bend in different directions and create bounce. Finally, flip hair over and lightly brush out to create subtle waves.