I have a few theories why Living Proof didn't do so well -
1. that was the dawn of the 'more than ever ageist' and young-oriented music industry, which has since then becoming worse and worse, and where hip-hop, r'n'b music was in its peak...
2. Cher always had black hair when she was launching new albums, with multiple colored wigs during the eras, but never a blond look so maybe that was a bit too much of a change for the casual pop music buyers?
Anyway, it's a great album and the ear was fun with Cher receiving many awards, with a massive tour that accompanied it.
51 singles on Billboard Hot100~Top 10 albums in 5 decades~110+ million records sold
Oscar~Grammy~Emmy~Golden Globe winner