Living Proof
2008
Beauty meets brains
Living Proof was born out of chemistry between like-minded individuals in Cambridge, MA. They came together, under the name Andora, as outsiders with absolutely no preconceived notions about what could and couldn’t be done in the beauty industry. They shared one, clear ambition…to cure the most common hair and skin ills of the beauty frustrated, one product at a time, once and for all, and to become the next big beauty company as a result.
Solving problems
Armed with a lab full of radical, never before seen technologies, access to some of the best life scientists in the world and an initial product line nearly ready for consumers, Wolff Olins helped to build and guide the entire brand, from top to bottom. We started by doing a lot of homework. We took a deep dive into the world of beauty, ran diagnostics on the competition and went well beneath the skin of consumer needs to find real insights. We observed that the beauty industry largely ignored or committed to the basic needs of consistency, simplicity, confidence, truth and responsibility. We developed the brand idea—solving problems— and the brand name ‘Living Proof’ based on the idea that the products produced results you can see from across a room.
Beauty breakthrough
Living Proof has achieved unparalleled success. It was the first brand to receive Allure's Beauty Breakthrough Award before the first product (No Frizz) had even hit the shelves. In February 2009, Living Proof was the first brand to launch nationwide in Sephora, with the brand being given a secondary location in all stores. Living Proof achieved sales of $1.4 million in July. It is set to launch in Sephora Canada in September 2009 and in Sephora Europe in February 2010. Living Proof has also received huge notoriety in the design world after winning a prestigious Art Directors Club Silver Cube, a One Show Bronze Pencil and a coveted D&AD Award for its packaging, created and designed by Wolff Olins.
