After years of experimentation, the tenacious Scooter Thompson has just perfected his all-in-one hair care product, Shine Baby Shine. Naively embarking on a self-financed marketing campaign, Scooter hopes to change the way the world manages and cares for their hair. A chance encounter with Bob, the owner of a beauty products company, seems to be just the break Scooter needs. However, a partnership with Bob comes with one condition: Scooter must seduce his daughter, Catalina, and get her to leave her teen aged boyfriend. Meanwhile, Scooter’s relationship with his best friend, Otis, is thrown out of equilibrium when she reveals her true feelings for him. Vulnerable and confused, Scooter agrees to audition for a nationally televised reality show competition. He is accepted as a contestant along with his rival, Randy. Now with Scooter’s lifelong dream on the line, he must defend a personal integrity that has always been a source of pride. Shine Baby Shine!