Jennifer Aniston Co-Owner And Spokesperson For Living Proof Hair: How The Products Can Benefit You
Jennifer Aniston will always be remembered for her famous Friends haircut "The Rachel." Now that clever coif is being put to good use. The actress has inked a deal as a spokesmodel and investor in the science-based hair product line Living Proof.
"Over the years, my hair has been subjected to everything ... blow dryers, flat irons, curling irons, color, extensions, you name it. My hair has taken a serious beating," Aniston said in a press release. "After using these products, I felt like I finally discovered a solution that works every day."
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The science behind the brand? After doing extensive research, the company invented and synthesized two molecules - OFPMA and PBAE - that shield, thicken and texturize hair in a way that other ingredients can't. According to the company, OFPMA creates a thin, invisible shield that strengthens and protects strands from the aggravation of daily washing and brushing. With this protective layer, the hair is able to ward off humidity-induced frizz and environmental oils and grime.
Once the hair is protected, the company says, PBAE creates "a microscopic pattern of thickening dots ... without any of the damage or baggage of conventional technologies."
The formulas - created by a top scientific team, including Robert Langer, professor at the Massachusetts Institute of Technology and a chemical engineer - are highly regarded in the medical arena. Yet they're barely known in mainstream circles.
Enter the 43-year-old actress who was listed as number 22 on Forbes' Celebrity 100 list of 2012. After rising to fame on Friends - and becoming regular tabloid fodder during and after her marriage to Brad Pitt - Jennifer Aniston quickly became a bankable commodity with romantic comedies like Picture Perfect and He's Just Not That Into You. And lately she's been back in the spotlight with her engagement to actor Justin Theroux and an Elmore Leonard project with Dennis Quaid.
These seemingly small details haven't escaped Living Proof execs. Though the products are currently sold at Sephora, Ulta, Nordstrom, QVC and on LivingProof.com they haven't come close to competing with hair heavyweights like L'Oreal and Pantene. But Aniston, who launched a fragrance with the Falic Fashion Group in 2010 and appeared in L'Oréal advertising in the '90s, is well-primed to poke holes in the competition.
Launched in 2005 with Polaris Venture Partners, the company was fascinated by the fact that many of the best-selling hair products on the market were formulated with the exact same ingredients. So execs set out to find formulations that would work better and longer.
Six years after the company was founded, Wall Street insiders started paying attention last year. Jill Beraud, a marketing veteran of PepsiCo and Victoria's Secret, was appointed as chief executive, and traders knew she would quickly institute change.
"The Rachel" is only the first step.
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