It's just been announced that '90s icon, Stranger Things star, and forever cool girl Winona Rider has been tapped by L'Oréal Paris to star in its latest campaign. WWD reports that the "robust, 360-campaign comprising digital, social, TV, and print advertising," and it serves as a "massive rebrand" of its stateside hair business, which will launch during the Golden Globes today. Last year at the awards, Ryder was nominated for best actress in a TV series for her Netflix role. The campaign is aptly titled "The Comeback," though its star, Ryder, has proven her staying power decade to decade.
"Everyone does love a comeback, and we will be communicating that damaged hair deserves one too," explained Anne Marie Nelson-Bogle, senior vice president of marketing at L'Oréal Paris. "For Winona, we know that from TV sets to the red carpet, her hair has gone through many transformations." The campaign aims to showcase time-tested and brand-new products under a franchise called Elvive—such as the Protein Recharge Treatment and Damage Erasing Balm—that promise to repair and rejuvenate damaged locks.
The ad is directed by Roman Coppola, son of Francis Ford Coppola, and takes a more narrative and artful approach to its delivery than most haircare ads. Sean Bryan, co–chief creative officer of McCann, the ad agency behind the campaign, explains in AdAge that "we thought it would be great to celebrate timely comeback stories about women who are back on top of the world. And there was nobody better to start with than Winona Ryder."
Head below to see Winona Ryder's debut as the new face of L'Oréal.
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