Haircare brand Living Proof has released a limited-edition fragrance variant of its Perfect hair Day Advanced Clean Dry Shampoo, called Frosted Fig, for the holiday season.
The scent combines fig, coconut and lily petals with green tea, blonde woods, vanilla cream and amber. The underlying formulation is unchanged from the existing Advanced Clean Dry Shampoo, which the brand says removes oil, sweat and odour, adds softness and shine, leaves no visible residue, balances scalp sebum levels and provides pollution protection.
Living Proof is using seasonal fragrances as a way of recruiting new customers into the dry shampoo category. The company says 55 per cent of purchasers of its earlier limited editions, including Velvet Amber and Sun-kissed Pear, were new to the brand.
It also cites internal research indicating that fragrance ranks among the top five factors in dry shampoo choice, and says searches for fig fragrances in haircare have grown by more than 600 per cent over the past three years.
The company points to a gap between hair-washing habits and dry shampoo use. According to its figures, nearly seven in ten US women wash their hair only a few times a week, yet only two in ten use dry shampoo. Living Proof says it sells one dry shampoo every 10 seconds globally.
Earlier this year the brand launched Sheer Clean Dry Shampoo Mist, which it describes as its first non-aerosol dry shampoo. The company says it became Living Proof's best-selling product at Sephora, Livingproof.com and TikTok Shop within its first three weeks. The release presents Frosted Fig as a separate strategy from that launch: a seasonal scent update to an existing formulation rather than a change in format.
Lauren Fenton, chief marketing officer at Living Proof, said: "We know consumers want more from the days they don't wash their hair – more performance, more ease and increasingly, more enjoyment. Sometimes that means completely rethinking what dry shampoo can do. Other times, it's giving someone a new reason to discover a product people already love. Frosted Fig brings a little something special to the season, without compromising the performance they expect from us."
