During the development of Proctor & Gamble's hit color last lipstick - Outlast - P&G chemists studied competitive products and long-lasting lipsticks before turning to a class of silicone polymers similar to those in Pantene and Pert shampoos.
The shampoo polymers, not typically used in lipsticks, were found to create "a flexible mesh that attaches to your lips" explained Gerald Cantey to the Wall Street Journal (May 9, 2002), P&G's lead global scientist on the Outlast lipstick product development project.
P&G named its stained polymer mesh PermaTone.
Ironically P&G turned to their famous Pantene and Pert shampoo brand polymers to try and solve the ongoing concerns about color stay lipsticks and a dryness factor.
Unfortunately PermaTone was found to dry out lips, lacking the smeary oil used in most lipsticks. Ultimately one P&G scientist on the Outlast project separated the moisturer into its own tube which could be reapplied throughout the day on top of the Outlast lip color.