04.27.22
Living Proof has named a new brand ambassador—Lily Collins.
The Golden Globe-nominated actress, who currently broke streaming records for Netflix as Emily in "Emily in Paris," is leading the brand's new campaign called "We Have Haircare Down to a Science." Living Proof is based on formulas rooted in science.
The campaign, shot by Nicolas Cantor, will launch in May.
The campaign's content and videos will run across YouTube, Hulu, and podcasts. There will also be billboards in New York City and Los Angeles, as well as paid social across Facebook, Instagram, TikTok, and the NY Times.
Zach Reiken, CEO, Living Proof, says, "We were, and alway will be, about showing off how our products actually perform through the people who use them. Having a modern muse like Lily Collins partner with us shows that proof is impactful and resonates in a valuable way."
Living Proof boasts more than 30% growth over five consecutive quarters—and aims to continue its legacy of performance-driven haircare products. Unilever acquired the brand in 2016, and split with its earliest investor, Jennifer Aniston, who backed the brand since 2012.