Jennifer AnistonHer "Rachel" hairdo was one of the most popular cuts of all time, so it seems fitting that recently engaged actress Jennifer Aniston would become the face of an exclusive hair care line. The Wall Street Journal reports that the former "Friends" star will be putting her money where her mouth is by also investing in the Massachusetts-based company, Living Proof. She'll shoot an ad campaign in November and have a say in package design and product development. Aniston is also the spokesperson for Smartwater.
While details of how much Aniston will make upfront in the deal are unknown, the actress seems to be following in the footsteps of rap artist and businessman 50 Cent, who invested in and promoted Vitaminwater, reportedly making over $100 million when the brand was sold for $4.1 billion to Coca-Cola in 2007.
Living Proof, which is currently available online as well as at high-end outlets such as Nordstorm and Sephora, was developed, in part, by Dr. Robert Langer, a professor at MIT. Aniston and her huge engagement ring are already appearing in promotional shots for Living Proof, like the one in the video below.
Aniston says she was attracted to the product's science-based solutions to nagging beauty problems. "You want to be part of something that's exciting and authentic," she tells the Journal. "You can't get more interesting than these scientists."
The seven-year-old company has done little marketing until now but managed to convince Aniston and her longtime stylist, Chris McMillan, to test their No Frizz cream when she was having a bad hair day working on a North Carolina shoot in 100 percent humidity. She claims the product left her with "great curls."
Silicon frizz fighters haven't changed much in thirty years, and it took Langer and his lab 18 months to develop a new technology that leaves what the company claims is an effective moisture barrier on the hair shaft. "When you create new chemistry and robotics, you can apply those things to any problem," Dr. Langer says. "They asked me to apply this to hair."
While there are no guarantees that Aniston is going to transform a brand that's flown under the radar into a beauty blockbuster, the 43-year-old has proved over the years she's something of a media genius. In 2005, shortly after she was dumped by then-husband Brad Pitt for vampy Angelina Jolie, she was named "Woman of the Year" by GQ magazine and featured on its cover looking fresh, young, and lovely. While other actresses are caught on frumpy Starbuck runs by the paparazzi, Aniston always seems to appear in candid snaps wearing the perfect tiny bikini or casual chic denim. The announcement of her new partnership comes the same week as she's been pictured in the press sporting her floodlight of diamond engagement ring. As Living Proof's chief executive tells the Journal, "We believe that beauty and brains are the best formula."
Does Aniston's endorsement make you want to try Living Proof? Please let us know in the comments below.