Would you buy a hair care line just because Jennifer Aniston is the celebrity spokeswoman?
Back in 2012 Cambridge-based Living Proof believed just that idea.
The company believed hair care consumers would whip out their credit cards to spend freely on Jen's favorite hair care line.
The big question on the lips of many in the hair care world at the time was if Jennifer Aniston's endorsement helped or hurt the hair care line.
It can be difficult to establish a unique position in a highly overcrowded hair care market.
The company decided to flex its muscles and add the famous star to its roster.
Living Proof's claims to uniqueness were tied to its scientific technologies. They promised to offer women actual proof in a bottle rather than hoping for results.
While Living Proof worked hard to sell its unique approach with its hair care formulas, not all consumers were convinced.
There were some concerns that the products would carry high price tags compared to many other hair care lines.
Many non-celebrity reviewers didn't think the price was worth the product. Some hair consumers have not always had the best experiences with the Venture Capital (VC) funded hair care line.
The big question was whether Jennifer Aniston's endorsement of the brand would hurt or help sales.
The brand, which was carried by some of the top retailers, could also be found on a long list of websites.
The product was readily available at Amazon.com, which provides free shipping when purchased with the Prime Membership.
Living Proof competed directly with its retail distributors by offering the complete product line for sale on the LivingProof.com website.
It also encouraged sales by providing free shipping and samples.
The company sweetened the pot by offering easy returns.
The company most giant the giant carrot of all by snagging Jennifer Aniston. She is famous for "The Rachel" haircut, which she unveiled on TV's Friends.
According to Living Proof's announcement, Jennifer Aniston became a "co-owner of the brand."
She was also described as a hair care executive and Living Proof's celebrity spokesperson."
The actress was responsible for helping to develop the business and "using her understanding of what drives hair trends."
Ironically, at the height of the Rachel hair craze, Jennifer and her reps worked very hard to distance the actress from her hair persona.
During the Rachel years, she refused to discuss her famous haircut, wanting fans and the world to focus instead on her acting skills and not her hairstyle of the moment.
Another twist to the Living Proof hair story was feedback from Jennifer's long-term.
Los Angeles-based celebrity hairstylist Chris McMillan has received ongoing glowing public support from Jennifer.
He has traveled the world with the beloved star. He has also created her "New Rachel."
In Allure Magazine's January 2012 issue, the hairstylist, when asked, shared his list of hair care products he used on Jennifer's hair.
He confirmed that she has "naturally wavy hair." He confided, "I pretty much have a (set) formula (for Jennifer's hair).
McMillan said, "I use a Kérastase mousse at the crown and the ends." In addition, he used "Shu Uemura Shape Paste."
McMillan told Allure, "I also buy the old Laminates Hair Spray by Sebastian on eBay."
"It's an aerosol pump spray rather than the screw-on pump they have now. I just like the old stuff better."
McMillian did not mention any of the Living Proof products in his list for Jennifer's hair. Was that by accident or on purpose?
Hair consumers wondered if Jennifer used the products she represented.
Jennifer Aniston has rocked gorgeous hair on TV, on the Red Carpet, and in filmSincence; she first appeared as the beloved Rachel on Friends in 1994.
Did that make her perfect to work with a consumer hair care line?
The big question was whether savvy hair consumers who have become highly educated and discerning with their precious hair care dollars would be swayed to buy products just because Jennifer Aniston is part of the equation. Would you?
In the past, some hair consumers have posted concerns about hair care lines endorsed by celebrities. High-profile endorsements and involvements often appear to increase the cost of the products to the end users.
Will this be the case with Jennifer Aniston's involvement with Living Proof?
Will Jennifer Aniston's endorsement hurt the hair care line by increasing the overall cost of the products?
Is the addition of Jennifer to the Living Proof ownership rooster just another attempt to up the ante? Is this a ploy to try to sell more products to hair consumers? Or will Jennifer actively participate in the line's development?
Only time will tell if Jennifer Aniston's endorsement hurt the hair care line.
In 2016 cosmetics giant Unilever bought Living Proof, the haircare line in which Jennifer Aniston had a stake since 2012.
An announcement was made in WWD, followed by People Magazine on December 16, 2016, that the famous Friend's star would no longer be associated with the brand.
The buyout by Unilever was reportedly very lucrative for Living Proof. Her association with Living Proof helped the brand. Details of the deal were not disclosed.
Apparently, Jennifer enjoyed her time with Living Proof.
After leaving that brand, she moved on to LolaVie Shampoo. LolaVie’s glossing detangler and perfecting leave-in product were made public for the first time on September 8, 2021.Best wishes.
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