Living Proof leads prestige drive for Unilever in Americas

By Charlotte Turner |

Unilever-Living-Proof-leadUnilever will return to Orlando this year for the 2019 Summit of the Americas Exhibition (Coral Spring II) where it will be launching its Living Proof range of haircare products into travel retail.


Living Proof, acquired by Unilever in 2017, is reportedly the number one prestige haircare brand in the US, which uses ‘breakthrough science and patented technology’ originating from The Massachusetts Institute of Technology (MIT).


As reported, Unilever debuted its newly acquired Living Proof haircare brand at the TFWA World Exhibition in Cannes this October where TRBusiness was able to interview Michelle Brett – Living Proof SVP North America Sales, as well as Unilever GTR’s Lynne Frayna.


“Living Proof offers much more than a quick, superficial fix,” insists the brand. “Its products are designed to deliver visibly healthier hair and styles that last. All Living Proof products are free from silicones, parabens, phthalates, and are not tested on animals. They are also safe for use on coloured and chemically treated hair.”



The Living Proof portfolio includes at least 20 patents and over 50 different products, which have won more than 150 awards to date.



The Living Proof portfolio includes at least 20 patents and over 50 different products, which have won more than 150 awards to date.

“The Perfect HairDay Dry Shampoo is currently the #1 Prestige haircare SKU in the US domestic market and is anticipated to dominate travel retail sales,” adds Unilever.



The Perfect HairDay Trio.

Living Proof’s top seven best-sellers are also available in travel size. Unilever says it has identified a huge opportunity for Prestige haircare in travel retail and intends to launch in major US airports in Q2 of this year.


Karen Granit, Business Development Manager of Unilever International Travel Retail commented on Unilever’s business interests in the Americas: “We are projecting double digit growth this year in line with the previous two years.


“We have added multiple brands to our current portfolio and have partnered with global operators as well as core duty free distributors in the region.


“We see a huge potential for growth with our prestige brands, particularly Living Proof and skincare brand Murad. We have a strong and knowledgeable team supporting this channel as we see it as a priority and a key opportunity to drive the overall prestige beauty category with our retail and distributor partners.”

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