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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.”