Lily Collins announced as the new face of Living Proof haircare 

Lily Collins announced as the new face of Living Proof haircare 

THE WHAT? Actress Lily Collins has been announced as the new face of Living Proof haircare. 

THE DETAILS Unilever-owned Living Proof will kick off the partnership with its latest brand campaign celebrating its mission of science in action.

Collins will star in the ‘We Have Haircare Down to a Science,’ campaign, which is said to spark ‘a new narrative around how true innovation fuels healthy, remarkable results.’ 

The campaign will run in North America and the UK in the Spring of 2022. There will also be organic campaign content on owned and partner channels such as YouTube, Google, TVC (Hulu), podcasts, OOH advertising, Facebook, Instagram, TikTok and the New York Times.  

Living Proof will also launch with a hero brand video, which follows Collins throughout her morning routine.

THE WHY? 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.”