The BODY Platinum Pentaward went to the Wolff Olins agency of New York (USA) for Living Proof, No Frizz, a line of silicone-free, straightening hair-care products. The design is very refined and sober. It draws inspiration from upmarket cosmetics. Shiny white covers with a mouse-grey, mat content. The lettering is also very sober. All this packaging clearly differs from other hair products available on the market or in hairdressing salons.