Two years after Marc Jacobs tapped Winona Ryder to front its beauty range, Ryder has landed another top beauty gig – this time in haircare.
The Stranger Things actress has been announced as a brand ambassador for L’Oréal Paris’ “Comeback” campaign – a campaign designed to go alongside the relaunch of its hair care line in the US.
The rebrand of its US hair business will work alongside “a robust 360-campaign” comprising of social, digital, and television advertising. Ryder will feature in a TV commercial set to air during the Golden Globes later today.
The launch includes the introduction of L’Oreal’s Elvive range in the US, a formula targeted at damaged hair. “Everyone does love a comeback, and we will be communicating that damaged hair deserves one, too,” L’Oréal Paris SVP of marketing Anne Marie Nelson-Bogle told WWD of the new campaign. “For Winona, we know that from TV sets to the red carpet, her hair has gone through many transformations — her hair is dry and damaged.”
