Jennifer Aniston, who debuted her enormous engagement rock earlier this week, just landed another pretty big gem. She’s just been announced as the spokesperson for niche hair care company Living Proof.
Living Proof is not your typical celeb-endorsed brand. Based in Boston, it’s been around since 2005, when MIT scientists started applying some new technology they’d discovered to hair care. The result? A new generation of frizz fighting products that blows the competition out of the water. (Disclaimer: We’re huge fans and horde the products.) Aniston admitted to the WSJ that she’s been approached “many, many times” in the past to front products, so why’d she choose this one?
She was dazzled by the science of it all. Of a meeting with Dr. Bob Langer, the MIT chemical engineer behind the brand’s secret anti-frizz molecule, Aniston said, “‘Bob Langer, are we curing cancer? Or diabetes? And he’s like, ‘Yeah, I’m doing that as well as hair.’” She then took it to test with long-time hair stylist Chris “I Invented the Rachel” McMillan, who must have given his stamp of approval, too.
Celebs fronting beauty companies is de rigeur these days, and Living Proof, who historically doesn’t advertise much, is obviously seeing the need to up its game in the competitive market. But Aniston won’t be just a pretty face (or head) for the brand–WWD is calling her a “product creator.” WSJ clairfies that she actually has some business stake in it all–she’s going to have input into packaging and products in return for an “equity stake” in the company–so she’s literally invested in making this partnership work.
Beauty and brains is a historically potent combo–is this one going to be brilliant or a bust?