To kick off the partnership, the award-winning magnificence firm will launch its newest model marketing campaign celebrating its mission of science in motion.
The model marketing campaign will formally launch in May, shot by Nicolas Kantor.
Born out of MIT in 2005, Living Proof is a class trailblazer, famend for its breakthrough, patented approaches for real-world hair issues.
“The model is named Living Proof for a cause,” mentioned Zach Rieken, CEO of Living Proof. “It was based on the precept that there wasn’t a necessity for advertising fluff, common substances or smoke and mirrors. We had been, and at all times shall be, about exhibiting off how our merchandise really carry out—via the individuals who use them. And having a contemporary muse like Lily Collins associate with us exhibits that proof is impactful and resonates in a particularly helpful method.”
With a storied performing profession spanning over a decade, Collins has starred in 2009’s “The Blind Side,” incomes her first Golden Globe nomination for 2016’s Rules Don’t Apply, and breaking streaming information for her portrayal of Emily in Netflix’s Emmy-nominated “Emily In Paris.”
Transformational and fearless, Collins is influencing a technology by exhibiting her true character—each on and off the display. Together, the partnership varieties the crux of the high-performance outcomes born out of the model’s ‘science in motion’ mission.
The model was drawn to Collins’ like-minded ardour for clear, performance-based options that she will be able to belief, in order that she will be able to at all times showcase her true character. Living Proof permits Collins to really feel emboldened within the energy of self-expression whereas sustaining her healthiest hair.
“When you deal with your hair nicely, you’re treating your self nicely,” mentioned Collins. “Living Proof’s philosophy is rooted in cutting-edge science. Their merchandise aren’t about masking your hair issues; they formulate them so your hair could be its finest, most pure self. As somebody who’s at all times striving to maintain my hair wholesome, I used to be so drawn to this philosophy and the merchandise that delivered the perfect hair I’ve ever had in my life. And you possibly can see it, in its progress, shine, the way it withstands all the harm I put it via.”
Collins leads the multifaceted marketing campaign dubbed, “We Have Haircare Down to a Science,” sparking a brand new narrative round how true innovation fuels wholesome outcomes. The marketing campaign will stay on the forefront in North America and the UK, working this spring. In addition to natural marketing campaign efforts on owned and associate channels, content material and media will run throughout YouTube, Google, TVC (Hulu), podcast, out-of-home promoting on billboards in New York City and Los Angeles in addition to paid social throughout Facebook, Instagram, TikTookay and The New York Times.
The marketing campaign may even launch with a hero model video, which follows Collins all through her morning routine, spotlighting how optimum hair well being acts as a car for total confidence and pleasure, culminating with Lily being spotlighted as “The Living Proof.”
On the heels of 5 consecutive quarters of greater than 30% progress, Living Proof debuts this collaboration with Collins, celebrating its legacy of pioneering performance-defining merchandise. The model’s ardour for good hair begins of their Boston, MA lab. By main with science, Living Proof engineers patented, breakthrough options for real-world hair issues which might be scientifically tailor-made to resolve distinctive hair challenges—by no means to hide them.
“Living Proof has at all times been synonymous with science-backed options and giving our prospects the instruments to point out off their finest, pure hair,” mentioned Rieken. “We don’t formulate merchandise that conceal your hair issues, we engineer excessive efficiency options that deal with your hair concern. That’s why we’re referred to as Living Proof—you’re the end result.”