Living Proof has shifted gears with its latest campaign, casting three creators to promote its newly reformulated shampoos and conditioners featuring “Sili-Clone.” This innovative ingredient mimics the benefits of silicones—detangling, sleekness, shine, and conditioning—without causing buildup.
The brand, which has avoided silicones in the past, now offers Sili-Clone as an alternative. Alexis Tedesco, Chief Marketing Officer, explained that Living Proof aims to stay innovative and avoid stagnation. Ron McLaughlin, Chief R&D Officer, emphasized that the new products provide both a premium in-shower experience and long-lasting hair health.
The campaign, set to run on YouTube, features influencers Skyelar Chase, Sai De Silva, and Larissa Mills, all long-time users of Living Proof products. The brand is reaching a wider audience by collaborating with 200% more paid creators than before.
Despite the buzz, some creators criticized the campaign’s negative take on silicones, with one influencer blaming silicone buildup for dry hair. Cosmetic chemist Ginger King defended silicones, noting that while they can build up, they provide valuable texture in daily products.
In response, Tedesco emphasized that Living Proof is not “demonizing” silicones but simply offering an alternative for those who prefer silicone-free products. The campaign highlights the brand’s commitment to providing high-performance haircare for all consumers.
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