Lily Collins becomes ambassador for Living Proof haircare
Prestige haircare brand Living Proof has a new face. It’s British-American actor and producer Lily Collins, who joins the brand to celebrate the company’s “legacy of pioneering performance-defining products”.
Collins “will lead the charge” in a multifaceted ‘We Have Haircare Down to a Science’ campaign launched by brand owner Unilever, “sparking a new narrative around how true innovation fuels healthy, remarkable results”.
The campaign will run in the UK and the US this spring. In addition to an organic campaign on owned and partner channels, content and media will run across YouTube, Google, TVC (Hulu), podcast, out-of-home advertising on city centre billboards as well as paid social across Facebook, Instagram and TikTok.
Living Proof said: “The brand was drawn to Lily’s like-minded passion for transparent, performance-based solutions that she can really trust, so that she can always show off her true character. Living Proof allows Lily to feel emboldened in the power of self-expression while maintaining her healthiest hair, always”.
Collins added: “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.”
The collaboration comes as Living Proof said it is also celebrating five consecutive quarters of more than 30% growth.
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