As the Winonaissance continues to unfold, we at Fashionista figured another beauty contract was an inevitable part of Winona Ryder's "Stranger Things"-aided journey. (She already checked off "makeup contract" back in Dec. 2015, when she became a face of Marc Jacobs Beauty.) And on Friday, the inevitable did, in fact, happen: WWD announced that the '90s-era icon is the latest to become a L'Oréal Paris brand ambassador, joining the likes of Helen Mirren, Julianne Moore and Freida Pinto, among others, who already front the French cosmetics company across various categories.
Though a spokesperson for L'Oréal Paris did not immediately respond to Fashionista's request for comment, WWD reports that Ryder will star in the brand's "The Comeback" campaign for its relaunched U.S. hair-care line, the first commercial for which will air during this Sunday's Golden Globes. (I'm assuming "The Comeback" gets its name because, well, who better exemplifies a decades-long Hollywood comeback story like Ryder?) The campaign will also reportedly include digital, social and print advertising in addition to the TV spots, all of which are also set to launch on Sunday; meanwhile, future "The Comeback" print and online campaigns will feature actress Aja Naomi King and singer Camila Cabello.
According to WWD, L'Oréal Paris's revamped hair-care products — which includes shampoos, conditioners and treatments, as well as a few new launches — will live under a new franchise called Elvive, the branding for which L'Oréal Paris already uses in the U.K., Australia and Mexico.
We'll update with more information as we have it, but in the meantime, we hope you'll join us in keeping our eyes glued to the TV on Sunday in hopes of catching Ryder's debut.
UPDATE, Jan. 5, 4:08 p.m.: L'Oréal has officially announced its new hair-care line, Elvive, which will be targeted to "revive damaged hair" and will, in fact, feature Ryder as a spokesperson, as well as Camila Cabelo and Aja Naomi King. "We are thrilled to now bring the hair-care line to the U.S. under the Elvive name with focused positioning that speaks to the 80 percent of U.S. women who are experiencing hair damage daily," said Tim Coolican, President, L'Oréal Paris USA in a statement via press release. "With this launch, we hope to empower people to fight hair damage so they can have beautiful, revived hair every day."