L’Oreal and spokesperson Winona Ryder – making a comeback together?

L’Oreal and spokesperson Winona Ryder – making a comeback together? 762 400 Darcy L Bouzeos

Winona Ryder has had a rather uneven acting career as well as some embarrassing personal behavior, both of which could make her an unlikely brand ambassador.

Ryder was nominated for a Golden Globe 23 years ago for “The Age of Innocence”, yet in subsequent years has been virtually absent from the big-screen. She also had some personal lows, with an arrest for shoplifting at Saks Fifth Avenue in Beverly Hills. But now, Ryder is riding high with a huge comeback, staring in Netflix’s red-hot series “Stranger Things”.

Enter L’Oreal.

L’Oreal’s hair-care product line Elvive (which is designed to help refresh damaged hair) launched a new campaign Sunday during the Golden Globes broadcast, starring Ryder with the tagline “Everyone loves a comeback – damaged hair deserves one too”.

Although it’s stunningly shot, there was some blow-back on Twitter with folks questioning why on a night when Hollywood is trying to re-focus on women’s achievements and need for greater respect and treatment, an actress’ career would be compared to damaged hair.

But that response may be an over-reaction and unwarranted.

It’s a commercial that grabbed attention and got people talking – and isn’t that a goal of brand marketing?

DLB – Procuring celebrities, athletes and influencers for companies, agencies and non-profits
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