Exclusive: Living Proof taps Paris Hilton for playful new campaign

Hair-care brand Living Proof is going back to the ‘00s for its newest brand campaign featuring an icon of the era, Paris Hilton. In the ads, a 2002 Hilton is visited by her present-day self. “Hang on to your bootcut jeans, buy yourself a turntable and, when it comes along, embrace ‘The Simple Life.’ … Oh, wait. The most important thing, the key to everything: It’s Living Proof Dry Shampoo,” elder Paris says, tossing a bottle of the product through the time-space continuum.

“I’m passionate about the beauty industry and, over the years, have developed a great knowledge for products,” Hilton told Glossy. “I like to be particular about what I use and I work closely with my team to curate products that we believe in. The Y2K era was integral to my own brand and incorporating these elements into our narrative felt incredibly fitting.”

The playful ad marks a shift for Living Proof, which has typically relied on science-heavy marketing and is not often associated with playfulness. In 2005, it launched with Jennifer Aniston as its spokesperson. Last year, Living Proof ran a campaign with Lily Collins, star of “Emily in Paris.” “The main goal was to reach a wider audience and be unexpected,” said CMO Alexis Tedesco.

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