02.11.24
Living Proof Hair Care has unveiled its 2024 brand campaign with a new advertisement helmed by Paris Hilton.
Pulling inspiration from Hilton’s Y2K persona, the nostalgic campaign imparts the wisdom the model, TV personality and entrepreneur has gained from her past—the most critical being how to care for her famous blonde locks.
"Your Future Hair Will Thank You"
Hilton’s partnership kicks off Living Proof’s 2024 campaign entitled, “Your future hair will thank you.” The brand’s inventive products utilize proprietary HairTech formulations to solve hair’s biggest quandaries, for hair that consumers’ former selves would be proud of, according to the brand.
The full funnel campaign includes paid ads across Meta, YouTube and TikTok, with TV rollout beginning Feb. 19. With a 30-second ad spot streaming on TV and YouTube, this will be the first time Living Proof will have a TV buy for the year, with an expected spend of +200% year-over-year (YoY).