04.27.22
Biotech haircare pioneer Living Proof has partnered with actress Lily Collins as its new ambassador.
To kick off the partnership, the award-winning beauty company will launch its latest brand campaign celebrating its mission of science in action.
The brand campaign will officially launch in May, shot by Nicolas Kantor.
Born out of MIT in 2005, Living Proof is a category trailblazer, renowned for its breakthrough, patented approaches for real-world hair problems.
“The brand is called Living Proof for a reason,” said Zach Rieken, CEO of Living Proof. “It was founded on the principle that there wasn’t a need for marketing fluff, universal ingredients or smoke and mirrors. We were, and always will be, about showing off how our products actually perform—through the people who use them. And having a modern muse like Lily Collins partner with us shows that proof is impactful and resonates in an extremely valuable way.”
With a storied acting career spanning over a decade, Collins has starred in 2009's “The Blind Side,” earning her first Golden Globe nomination for 2016's Rules Don't Apply, and breaking streaming records for her portrayal of Emily in Netflix’s Emmy-nominated “Emily In Paris.”
Transformational and fearless, Collins is influencing a generation by showing her true character—both on and off the screen. Together, the partnership forms the crux of the high-performance results born out of the brand’s ‘science in action’ mission.
The brand was drawn to Collins’ like-minded passion for transparent, performance-based solutions that she can trust, so that she can always show off her true character. Living Proof allows Collins to feel emboldened in the power of self-expression while maintaining her healthiest hair.
“When you treat your hair well, you’re treating yourself well,” said Collins. “Living Proof’s philosophy is rooted in cutting-edge science. Their products aren’t about masking your hair problems; they formulate them so your hair can be its best, most natural self. As someone who is always striving to keep my hair healthy, I was so drawn to this philosophy and the products that delivered the best hair I've ever had in my life. And you can see it, in its growth, shine, how it withstands all of the damage I put it through.”
Collins leads the multifaceted campaign dubbed, “We Have Haircare Down to a Science,” sparking a new narrative around how true innovation fuels healthy results. The campaign will live at the forefront in North America and the UK, running this spring. In addition to organic campaign efforts on owned and partner channels, content and media will run across YouTube, Google, TVC (Hulu), podcast, out-of-home advertising on billboards in New York City and Los Angeles as well as paid social across Facebook, Instagram, TikTok and The New York Times.
The campaign will also launch with a hero brand video, which follows Collins throughout her morning routine, spotlighting how optimal hair health acts as a vehicle for overall confidence and joy, culminating with Lily being spotlighted as “The Living Proof.”
On the heels of five consecutive quarters of more than 30% growth, Living Proof debuts this collaboration with Collins, celebrating its legacy of pioneering performance-defining products. The brand’s passion for brilliant hair starts in their Boston, MA lab. By leading with science, Living Proof engineers patented, breakthrough solutions for real-world hair problems that are scientifically tailored to solve unique hair challenges—never to conceal them.
“Living Proof has always been synonymous with science-backed solutions and giving our customers the tools to show off their best, natural hair,” said Rieken. “We don’t formulate products that conceal your hair problems, we engineer high performance solutions that treat your hair concern. That's why we are called Living Proof—you are the result.”