A HAIRY DEAL: WWD has learned that Jennifer Aniston has inked a deal with Living Proof, the Massachusetts-based hair care company, to serve as a spokesperson and product creator. It’s been a busy few months for the actress — in addition to her engagement to boyfriend Justin Theroux, she is reportedly in pre-production with an untitled Elmore Leonard project with Dennis Quaid and “Miss You Already,” which will co-star Toni Collette. Living Proof chief executive officer Jill Beraud did not return calls for comment. It’s not Aniston’s first foray into the beauty creator world — she launched her first fragrance with the Falic Fashion Group in 2010. She also appeared in advertising for a L’Oréal hair spray in the Nineties.
When she launched her fragrance in 2010, Aniston reflected on the creative process. “The way I was approached, given such involvement, I never felt like, ‘Oh, gosh, I shouldn’t do this,’” she said at the time. “And if something is good, it doesn’t matter if the marketplace is crowded. I thought it was an opportunity to go behind the scenes, and if it feels good, why not go for it? It’s like being a producer and knowing the writers and stirring up ideas as opposed to being an actor for hire.”
This story first appeared in the October 11, 2012 issue of WWD. Subscribe Today.