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Brief Published: 26 Sep 2017

Weatherproof: Holy Grail Haircare

An exciting new launch from US colour-treated hair specialists Color Wow tackles one of consumers’ biggest hair gripes – frizz – with a special hydrophobic “raincoat” technology.

Inspired by the advanced technology used to create waterproof textiles, the “Supernatural Sealant” in Dream Coat’s innovative spray-on formula covers each strand with an invisible and lightweight coating. This locks down and smooths the hair cuticle, preventing moisture from penetrating and causing frizz. The formula is filled with heat-activated polymers that cross-link and bond together once heated by styling tools.

“Something like 36% of consumers were satisfied with their hair in the early 2000s, and now a decade later we're seeing that number around 11%,” Rob Candelino, head of Unilever’s haircare business, told Forbes. In this saturated market, products that deliver truly effective solutions for seemingly un-fixable problems faced by consumers – like frizz – will garner a loyal, lucrative fan base. “If this product delivers on its claims, Color Wow has effectively created the holy grail of haircare products,” says Stylus’ Beauty Editor, Lisa Payne.

Unlike other daily-use frizz-taming products, the brand states that the protective coating can last for up to three days – even through shampooing. This is a very significant claim considering the increasing demand for long-lasting and durable products that fit in with the dynamic lives of modern consumers. For more on this, see our Agile Beauty report, part of The Work/Life Revolution Macro Trend.

Color Wow’s Dream Coat retails for $28. For more on holy grail haircare, see Redken’s Wonder Product.