Can Jennifer Aniston do for a line of hair care products what she did for the shag haircut?
The former “Friends” star – whose shag hairstyle while on the show earned its own moniker, “The Rachel,” and sent countless women running to their hair salons to copy it – hopes she can. She has not only inked a deal as a spokeswoman for the Living Proof line of hair care products, she’s also taken the more unusual step of investing in the Massachusetts-based company.
“I’ve tried so many hair care products,” Aniston said in a news release announcing the collaboration. “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 every day. I could not be more excited to share Living Proof with the world.”
Living Proof is a small, 8-year-old line of hair care products the company’s website describes as “proof in a bottle.” The line was begun not in the hair salon but in the science lab by MIT professor Dr. Bob Langer, who, with investors Jon Flint and Dr. Amir Nashat, assembled a team of scientists from outside the beauty industry to develop hair products for women.
The partnership is significant because Aniston, 43, is not known for endorsing many products, much less investing in them. She has been a spokesw0man for the beverage maker Smartwater, most recently making headlines for a commercial that saw the newly engaged actress poke fun at the gossip constantly swirling around her including her much-rumored pregnancy, which she teased with a cameo from Jimmy Kimmel as her son, and how she manages to keep her hot bod.
With Living Proof, Aniston has signed on as a co-owner and significant shareholder and will be involved in making business and creative decisions, designing packaging and helping with product development, Living Proof’s CEO, Jill Beraud, told ABCNews.com today.
“This is what was so unusual about this relationship,” Beraud said. “It’s been 20 years that everyone has wanted her and this is the first beauty relationship she’s ever gotten involved. I can’t think of any other celebrity partnership in the beauty industry that is like this.”
The collaboration came at a good time for the actress, as she was shooting her new film, “We’re the Millers,” in humidity-prone North Carolina. Beraud reached out to Aniston’s longtime hairstylist and good friend, Chris McMillan, who passed the company’s “No Frizz” product on to his client for what they all described as a “torture test.”
“We gave her our product while she was there working in 100% humidity and she was blown away that it really worked,” Beraud said. “She said, ‘Wow this is a product that really keeps its promises.’”
Living Proof’s hair products, organized into categories including prime, restore, straight and hold, range in price from $12 to $60 and are sold on the company’s website as well as on QVC and in stores including Sephora, Ulta and Nordstrom.
The line is available throughout the U.S., as well as in the U.K., Australia and New Zealand.
Aniston will also put her face to the company, with an ad campaign expected to start shooting in November for a spring launch.
“We couldn’t be more excited about this partnership,” Beraud said.
Aniston’s publicist, Stephen Huvane, deferred comment to the news release.