5 Minutes with Living Proof’s Anne-Marie Kline

Anne-Marie spoke with CEW’s Beauty Insider about the changes she’s made since stepping in as Senior Vice President, Global Marketing; strategies for reaching younger consumers; and, the biggest mistake she’s made since working at the brand.

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Beauty Breakthroughs of 2017

Beauty Insider sums up some the most innovative beauty products of 2017, based on ingredients, technology and packaging.

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Living Proof Poised to Enter Professional Hair Color

Living Proof, the problem/solution hair care company best known for its innovations in fighting frizz (No Frizz), creating volume (Full) and, yes, securing Jennifer Aniston as a spokesperson and partial owner, was recently awarded a U.S. patent covering a hair coloring innovation in its pipeline. The innovation brings together two properties that have historically been a tradeoff in hair color products, the company said: color brilliance and durability.

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Celeb Deals Boost Sales Prior to Ad Launches

Hair care brands Living Proof and Alterna are already reaping the benefits of signing celebs to endorse their products, even before ads have hit magazines, signaling the power of word of mouth and social media on such collaborations.

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