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!