Why Jennifer Aniston Says ‘No Gimmicks Needed’ in Her Hair Care Brand LolaVie’s First TV Campaign
- Jennifer Aniston stars in LolaVie's first TV commercial, emphasizing the brand's science-backed hair care products over gimmicks.
Jennifer Aniston is back in front of the camera for her hair care brand LolaVie 's first TV commercial. The "Friends" alum, whose iconic "The Rachel" haircut became a cultural and beauty touchstone, appears in the TV spot, taming the gimmicks of hair care marketing for a straightforward message on her brand's line of products.
The commercial features Aniston in a boardroom watching a proposed commercial for LolaVie. After passing on the presented TV spot, Aniston emphasizes that LolaVie is backed by science — there's no need or room for any gimmicks.
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"We've created products that deliver exceptional results, and sometimes the best way to communicate that is to simply say it," Aniston said in a statement. "They just work. No gimmicks needed."
Joel Ronkin, chief executive officer of LolaVie, has been involved with the brand since its inception and emphasized to WWD LolaVie's dedication to reaching even more consumers. "Our brand awareness has grown organically through word of mouth and due to the trust we've built with our community," Ronkin said.
"Now is the right time to amplify that momentum with our first TV campaign to reach a wider audience, so that even more consumers can experience our award-winning, science-backed products that speak for themselves."
Jennifer Aniston for Lolavie.
Aniston founded LolaVie in 2021 and spoke with WWD's Beauty Inc about her first year in the hair care business in August 2022. "The impetus for the brand was that I have a deep investment in hair, for numerous reasons," Aniston said.
"I had really troublesome hair, and always had to deal with it," she continued. "Then, I worked with a couple of hair companies as an actor for hire with minimal investment. When that partnership came to a close, I still had a serious bug for this industry. I still had more to do, and more ideas, and more products that I wanted to create," Aniston said, referring to her 2012 deal with Living Proof in which she served as ambassador and product creator.
In 2023, LolaVie inked a retail partnership deal with Ulta Beauty as part of its expansion.
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