High Shine Gloss
A shiny, iridescent tube of Living Proof Perfect Hair Day high-shine gloss against a pink gradient background, reflected on a glossy surface.

For the launch of Living Proof’s High-Shine Gloss, we led the creative development around our key claim and benefit “Outshine by 2X” and “Mirror-like shine.” We built the campaign around making shine visually undeniable, translating the product’s Light Enhancing Technology and science-backed performance into a bold, premium visual expression.

The creative direction also highlighted the product’s silicone-free, lightweight formula, creating a clear contrast with traditional glosses that can cause buildup and dullness. Across photography and campaign assets, we developed a cohesive visual language that brought the product’s promise of lightweight, salon-grade shine to life.

Close-up of shiny, smooth, brown hair with text describing hair benefits, including high shine, vibrancy, detangling, softness, manageability, and a mirror-like finish.
Close-up of wavy, reddish-brown hair with the word "Before" written on it.
A person with wet, dark hair holding a shiny, iridescent bottle labeled 'Living Proof Perfect Hair Day high-shine gloss' against a tiled bathroom wall.
Cream being poured from a container onto a surface.
A hand holding a tube of Living Proof Perfect Hair Day high-shine gloss, with a pastel rainbow background. To the right, there is a customer review with four purple stars and a testimonial from Jessica D. praising the product for making her hair smooth and shiny like after leaving the salon.
Close-up of a woman with long, wavy, shiny brown hair, partially covering her face, with a plain light gray background. Text overlay says 'Delivers shine by 2x.'

Summer 2024
Creative Team: Randi Ochab, Aramis Alvarez, Catherine Lee, Nina Longo
Copy Team: Monique Seitz-Davis, Amy Summerville
Photography: Jai Odell, Plain Sight Studio, Margaret Emily Studio

Recent Work

A shiny, iridescent tube of Living proof hair day high-shine gloss with black text on the front, set against a pink gradient background, with the tube and its reflection visible.
A woman with long, wavy black hair unkempt partially covering her face, wearing a gray coat and gray plaid pants, leaning against a dark-colored surface on a city street with parked vehicles and buildings in the background.
A bottle of Living proof dry shampoo surrounded by slices of pear, cucumber, apple, and pieces of cinnamon, along with white flowers and blackened small twigs.
A silver and white aerosol can of Dry Shampoo with black text, reading 'Living proof. Perfect hair day. advanced clean dry shampoo, actually cleans hair + softness and shine, nettoie bien les cheveux + douceur et éclat.'

Sun-Kissed Pear dry shampoo

Brand Refresh Evergreen

Sheer clean dry shampoo mist

High Shine Gloss