Lily Collins, the star of Netflix’s Emily in Paris hit series, is to front the new campaign for biotech hair care brand Living Proof.
Living Proof, part of the Unilever portfolio, features Collins in its ‘We Have Haircare Down to a Science’ campaign, which celebrates the company’s heritage in innovation and achieving results.
The multifaceted campaign, shot by Nicolas Kantor, will launch with a hero brand video, following Collins throughout her morning routine to spotlight how hair health acts as a vehicle for confidence and joy, with the actress remarking: "[You] don't have to be in a lab to know results when [you] see them."
A long-time fan of the brand, Collins commented on the team-up: "When you treat your hair well, you're treating yourself well.
"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."
"We were, and always will be, about showing off how our products actually perform – through the people who use them," added Zach Rieken, CEO of Living Proof.
"And having a modern muse like Lily Collins partner with us shows that proof is impactful and resonates in an extremely valuable way."
Living Proof launched in 2005, with the premium hair care label joining Unilever’s line-up following a 2016-announced acquisition. Key products in its range include Advanced Clean Dry Shampoo (US$30), which is claimed to clean hair like a rinse-off shampoo; and no Frizz Vanishing Oil ($30), which blocks humidity and delivers hydration.
