Brand to Capitalize on Nicole Kidman's 'Hair Wellness Journey'
Slap "wellness" after anything, shove it in a bottle, and sell it for $48. Now, are any celebrities still available to sell this stuff?
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You’d be forgiven, in the sixth month of 2022, for thinking there are zero remaining celebrities to attach to a beauty product line. In that case, please step right up to Nicole Kidman. You know her as the massively famous star of shows like Big Little Lies and The Undoing, and films like The Stepford Wives and Moulin Rouge, but she is also — you probably didn’t know, but WWD is here to tell you — a “wellness advocate.” She called WWD from Nashville to explain why she’s now fronting hair products. It all started because she wanted to “back a few companies.”
“Obviously not a lot,” she continued. “I don’t have an enormous amount of time. And I’m really, really, really careful. I wanted ones that were contributing to the world, making the world better and helping people in our world.”
That criteria in mind, she chose Vegamour, which WWD calls a “wellness haircare company.” They sell two fluid ounces of “scalp detoxifying serum” for $32 and one fluid ounce of “advanced hair serum” for $64. Like many of you, I had not heard of this brand prior to Kidman getting involved, but its seems to revolve around a promise that its products will make hair grow faster and thicker and maybe the name is a combination of “vegan” and “amour.” The website has a tab that reads “science” and copy below that that reads, “No one thought it was possible to make high-performance hair products without harmful toxins and undesirable side effects.” (Except that… most of us did?) "We combined the superpowers of science and nature and made it happen.” A terra cotta color scheme appears behind close-up images of dew on leaves. You’ve seen this movie before, and no, we’re absolutely not getting through this post without the word “sustainable.”
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