JENNIFER ANISTON UPS THE ANTE OF LIVING PROOF
We’ve all heard of actresses signing up with beauty companies as spokespersons, think Jennifer Lopez, Beyoncé, Kate Hudson, Eva Longoria, Freida Pinto, Diane Keaton etc., etc., etc. But not since Mary J. Blige and Will Smith invested in Carol’s Daughter have we heard of a celeb actually jumping into the beauty business fray. Until now that is.
Actress Jennifer Aniston just announced that she has joined forces with hair care brand Living Proof as a co-owner and spokesperson. Her role will involve hair care brand development and creative marketing direction as well as collaboration with the company’s stylists and scientists on new products.
“What caught my attention about Living Proof is the company’s unique approach to hair care—using scientific technologies to offer women actual proof in a bottle rather than hoping for results,” stated Ms. Aniston. “Over the years, my hair has been subjected to everything…blow dryers, flatirons, curling irons, color, extensions, you name it. My hair has taken a serious beating. After using these products, I felt like I finally discovered a solution that works.”
Boston, MA-based Living Proof was founded by a team of biotech scientists (including a MIT professor) and venture capital firm Polaris Venture Partners to solve women’s toughest beauty problems. They pride themselves on using new technologies and novel materials in the creation of their products rather than simply following traditional beauty formulas.
In just five years since its launch, Living Proof has been commended with over 34 industry awards for its innovations. This includes winning the Allure magazine Best Beauty Breakthrough honor two times.
Its latest brainchild just hit shelves last month and the company is claiming to have created a whole new category in hair care. Prime Style Extender ($20) is said to extend the life of a hair style two times longer than the typical ½ day. By creating a thin, weightless shield around each hair, Prime defends against dirt, oil and grime, so hair stays styled and fresh for days.