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Living Proof's recent brand campaigns have relied on star power supplied by Lily Collins or Paris Hilton. Its latest, however, takes a bit of a different approach, casting three creators to introduce the brand's newly reformulated shampoos and conditioners. The new hair wash products rely on "Sili-Clone," which was designed to mimic five of silicone's most desirable benefits — detangling, slip, sleekness, conditioning and shine — without coating the hair.