Two of our founders, Mitch DeRosa and Ward Stegerhoek, joined me in early December for an amazing press event in Paris announcing that No Frizz by Living Proof will be changing lives in France in April 2010.
The event was held in this really cool stand alone 17th century building tucked behind one of the Sephora stores in Paris. We styled editors and had a few models on hand to show the famed “Steam Test” – one side silicone, one side No Frizz and with just a few seconds of steam from a hand steamer the silicone side turns into a Frizz mess and the No Frizz side stays perfectly smooth.
Needless to say, we were a hit at the event. My favorite quote was “it’s a miracle” (with a French accent) from one editor that suffered from frizzy hair her whole life.
