Winona Ryder made her comeback a few years ago on Netflix's juggernaut Stranger Things. But now the iconic actress is starring in a new haircare campaign for L'Oréal Paris called—what else?—The Comeback. As the new face for the brand, Ryder will appear in a commercial debuting during the Golden Globes on January 7th.
'Everyone does love a comeback, and we will be communicating that damaged hair deserves one, too,' Anne Marie Nelson-Bogle, the senior vice president of marketing at L'Oréal Paris, told Women's Wear Daily. '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.'
Ryder's campaign will be the kick-off for a brand new L'Oréal Paris franchise called Elvive, which focuses on damage prevention. It turns out, our fondness for curling irons, bleach, hair dye, blow-dryers, and flat irons scarier than season 2 of Stranger Things.
WWD notes: '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.' You can expect a L'Oréal Paris Elvive Damage Erasing Balm and Protein Recharge Treatment to hit a drugstore shelf near you in the coming weeks.
This is only the actresses's second beauty campaign, if you can believe it. The first was back in 2015 when she became the face of Marc Jacobs Beauty. 'You would think that by now, with what I do, I would know how to apply make-up,' Ryder told Allure at the time. 'But I'm actually quite terrible at it and very, very lucky that I don't need to wear a lot in my everyday life. I've always just stuck to tinted moisturiser and you know...I've spent my life having other people apply it, and it's weird because you would think that I would have picked up all these amazing tips but it's actually the opposite.'