EXCLUSIVE: Winona Ryder Named L’Oréal Paris Brand Ambassador

L’Oréal Paris has tapped Winona Ryder to appear in a campaign tied to a massive rebrand of its U.S. hair business, WWD has exclusively learned. A “robust, 360-campaign” comprising digital, social, TV and print advertising is set to launch Sunday during the Golden Globes with a TV commercial featuring Ryder, said Anne Marie Nelson-Bogle, senior vice president of marketing at L’Oréal Paris. Titled “The Comeback,” the campaign is tied to the repositioning of the majority of the L’Oréal Paris hair-care products, including shampoos, conditioners and treatments, plus a few new products, under a new franchise called Elvive. The Elvive platform focuses on damage prevention, a message L’Oréal is hoping U.S. consumers — fond of curling irons, blowouts, dry shampoo and bleach — will relate to. L’Oréal research found that eight in 10 women in the U.S. have damaged hair — and 18- to 34-year-olds in particular overindex in hot-tool-related damage. “Everyone does love a comeback, and we will be communicating that damaged hair deserves one, too,” said Nelson-Bogle 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.” In a commercial airing during the Golden Globes,

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