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Will Jennifer Aniston's Endorsement Hurt Hair Care Line?

Introduction - Will Jennifer Aniston's Endorsement Hurt Hair Care Line?

Jennifer Aniston Jennifer Aniston - Wikipedia - All Rights Reserved

Would you buy a hair care line just because Jennifer Aniston is the celebrity spokeswoman?  Cambridge-based Living Proof is beating hair care consumers will whip out their credit cards and checkbooks to spend freely on Jen's favorite new hair care line.

The big question on the lips of many in the hair care world is will Jennifer Aniston's endorsement hurt the hair care line?

Ironically this is not the first attempt by Living Proof to flex their muscles and establish a unique position in the extremely overcrowded hair care market.

Living Proof's current claim to uniqueness is tied to their using scientific technologies to offer women actual proof in a bottle rather than hoping for results.

While Living Proof works hard to sell their unique approach to scientifically formulating hair care formulas not all consumers are convinced the products which carry high price tags compared to many other lines are really worth the science behind the brand.

Just spend a little time on the web and you will find lots of reviews by non-celebrities who have not always had the best experiences with the Venture Capitol (VC) funded hair care line.

Will Jennifer Aniston's endorsement hurt the hair care line even further?

Living Proof's Crowded Retail Channel

Living Proof Frizz Living Proof Wave Shaping, Curl Defining No Frizz Styling Treatment

The brand which is carried at some of the top retailers like Sephora, Ulta.com and Nordstrom can also be found at a long list of discount websites such as Fragrance.net, SleekHair.com, YourBeautyStop.com and even Walmart.com.

The product is also readily available at Amazon.com which provides free shipping when fulfilled by {{asin=B003WLSK6A,text= Amazon.com}} (FBA) for Prime subscribers.

Living Proof competes directly with their retail distributors by offering the complete product line for sale on the Living Proof website.  To sweeten the pot and encourage direct sales LivingProof.com offers free shipping, free samples and free returns.

Co-Owner Jennifer Aniston

Of course now the company also offers the biggest carrot of all, Jennifer Aniston, who is famous for "The Rachel" haircut which she unveiled on TV's Friends.

According to the announcement on the Living Proof website Jennifer Aniston has become a "co-owner and hair care spokesperson of Living Proof."   The actress will be responsible for helping to develop the business and "using her understanding of what drives our culture and hair trends."

Rachel Hair Craze & Chris McMillan

Living Proof No Frizz Shampoo Living Proof No Frizz Shampoo

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 the actress was known to refuse to discuss her famous hair cut, wanting fans and the world to focus instead on her acting skills and not her hairstyle of the moment.

Another twist to this new hair story is Jennifer's long term very public support of her celebrity hairstylist Chris McMillan.  For Allure Magazine's January 2012 issue the hairstylist who has traveled the world styling her hair created "The New Rachel."

When asked what products McMillan used in Jen's naturally wavy hair he said "we pretty much have a formula: I use a {{asin=B001QNEJH0,text=Kérastase mousse}} at the crown and the ends."

The Los Angeles based celebrity hairstylist also said he uses "a little bit of {{asin=B000OQ20HQ,text=Kérastase Nutritive Seum Oléo Relax}} only on the ends—because we love the smell and how it moisturizes her hair."

In addition he uses {{asin=B0036YUKXE,text=Shu Uemura Shape Paste}}."

McMillan told Allure "I also buy the old {{asin=B0007CXYUO,text=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."

Hair Consumer Response

Jennifer Aniston At Premiere Of Horrible Bosses - Wikipedia.com Jennifer Aniston At Premiere Of Horrible Bosses - Wikipedia.com

While there's no question Jennifer Aniston has rocked gorgeous hair on TV, on the Red Carpet and in films. since she first appeared as the beloved Rachel on Friends in 1994.  Does that make her the best choice to work with a consumer hair care line?

The big question is whether savvy hair consumers who have become extremely educated and discerning about how they spend their precious hair care dollars will 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 because high profile endorsements and involvements often appears to increase the cost of the products to the end users/

Will this be the case with Jennifer Aniston's involvement with Living Proof?

Summary

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 try to sell more products to hair consumers or will she actively participate in the line's development?   Only time will tell if Jennifer Aniston's endorsement hurt the hair care line or not.  Stay tuned.

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