Collins will appear in a campaign called "We Have Haircare Down to a Science," sparking a new narrative around how true innovation fuels results. The campaign will live at the forefront in North America and the United Kingdom, kicking off in May 2022.
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, Tik Tok 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 Collins being spotlighted as 'The Living Proof.'
Collins said, "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."
Zach Rieken, CEO of Living Proof, said:
The brand is called Living Proof for a reason. 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.
Living Proof has always been synonymous with science-backed solutions and giving our customers the tools to show off their best, natural hair. 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. And we felt that Lily was the perfect person to show off what healthy, remarkable results look like. Lily became a modern muse for healthy, gorgeous hair. And considering the many different characters she plays and all of her different press looks and photoshoots, her hair routine has been powered by Living Proof so it's no coincidence that it looks as amazing as it does.