Jennifer Aniston casts boyfriend as hair model in LolaVie video

Jennifer Aniston has quietly rewritten the rules of celebrity beauty marketing with a playful new video in which she turns her boyfriend, Jim Curtis, into a hair model for her hair-care line, LolaVie. While the moment is undeniably light-hearted, it highlights several meaningful shifts in the hair and beauty industry: the power of authenticity, the rise of behind-the-scenes storytelling, and a growing focus on cross-gender hair audiences. For salons, stylists, and brand-watchers, the cameo is more than a cute clip—it’s a snapshot of where hair marketing is heading as 2025 approaches.

Celebrity beauty, intimacy and the new marketing playbook

Celebrity-founded beauty brands are no longer relying on glossy, high-production ads alone. They’re weaving in personality-led content that feels intimate and unfiltered—think candid reels, bathroom mirror cameos and partners stepping into frame. Aniston’s decision to feature Curtis aligns squarely with this shift. Instead of a traditional campaign, the clip offers a familiar dynamic that audiences recognise and trust: the at-home, try-it-on-me moment that mirrors how many of us actually experiment with products.

Crucially, this style of content functions as social proof. Viewers aren’t just told a product works; they’re shown it in real time on a person who isn’t a professional model. When that person is a partner, the effect is amplified: it signals comfort, credibility and an easy authenticity that can outperform scripted endorsements.

• Relatability now rivals polish: informal, playful content can spark stronger engagement than studio shoots.
• Partners and friends as models expand a brand’s casting—at little extra cost.
• Behind-the-scenes formats feel native to social platforms, where most hair discovery now happens.

Authenticity over aspiration: why it resonates in 2025

In the 2010s, hair campaigns often chased high-gloss aspiration. Today’s audience prefers connection. Consumers—especially Gen Z and younger millennials—respond to imperfection, humour and a sense of real life. Aniston’s clip meets those preferences head-on, tapping into the cultural pivot from “picture-perfect” to “perfectly human.”

There’s a practical communications reason too. Post-cookie advertising and tighter platform privacy settings have made targeting more complex; organic reach increasingly relies on content that invites shares and comments. Personal, lightly comedic snippets frequently achieve this. For a hair brand, the opportunity is clear: demonstrate performance, yes—but do it through personality.

That said, authenticity must be handled carefully. Audiences are adept at spotting when “relatable” is merely a tactic. The Aniston–Curtis moment works because it feels unforced: a partner drafted in for a bit of fun, not a contrived storyboard. For other brands, the lesson is to build content around genuine dynamics—real routines, real reactions, and believable chemistry—rather than attempting to script spontaneity.

Male grooming meets unisex haircare: widening the conversation

Another subtle shift in the clip is how it welcomes men into the hair conversation without fanfare. By casually positioning Curtis as a hair model, the content normalises unisex usage, reflecting an industry trend: male consumers are increasingly open to multi-benefit, salon-grade formulas once marketed primarily to women. From scalp health to anti-frizz and heat protection, category boundaries are blurring.

For barbershops and salons, this moment is instructive. Rather than launching separate “for men” messaging, many professionals are seeing success with education-led framing—solutions for texture, density, scalp condition and lifestyle. The Aniston video underscores that approach. It invites men to care about results (shine, control, manageability) without putting them in a niche box.

Done well, this kind of content can:

• Encourage mixed-gender households to share products, boosting basket size and loyalty.
• Prompt conversations about styling and treatment beyond cuts alone—think blow-dry protection, bond repair and overnight hydration.
• Help salons upsell finishing services by demonstrating quick, visible improvements on different hair types.

What salons and indie brands can learn right now

Whether you’re a stylist, a boutique brand or a salon owner, there are practical takeaways from the Aniston–Curtis cameo that go beyond celebrity sparkle. The core principle is to let people—not just products—be the story. A few playbook edits worth considering:

• Cast from your community: Invite partners, friends, team members and loyal clients to model in short videos. Rotate hair types, lengths and textures to broaden appeal.
• Build micro-formats: Create recurring, low-lift series—“30-Second Fringe Fix,” “Two Ways With Curls,” or “After-Gym Rescue”—to teach while entertaining.
• Prioritise first passes: Film a genuine first try when possible. Initial reactions and problem-solving read as convincing.
• Educate with clarity: On-screen captions that specify the hair concern and the technique (e.g., “tension, direction, nozzle angle”) turn a cute clip into a mini-masterclass.
• Respect consent and comfort: If involving partners or clients, secure permission, set boundaries on usage, and keep shoots light and respectful.

Indie labels, in particular, can compete with celebrity brands by elevating technique. Where A-list recognition drives discovery, expert education drives retention. Quick, technique-led tutorials—detangling without breakage, diffusing for volume, smoothing without flattening—can deliver outsized returns on social, and convert to in-salon services.

Trends this moment taps into

Zooming out, Aniston’s video neatly intersects with several broader currents in hair and beauty marketing:

• Short-form storytelling: Reels and TikTok continue to dominate early-stage product discovery.
• Creator-style celebrity content: Famous founders increasingly behave like creators, not spokespeople.
• Soft education: Quick, visual “see it, get it” moments trump dense claims copy.
• Texture inclusivity: Brands and salons are aiming to demonstrate results across hair textures without over-segmenting.
• Everyday glamour: Off-duty styling that looks achievable (and reproducible) is winning hearts—and watch time.

For the UK salon ecosystem, these shifts suggest a continued blending of entertainment and education. Stylists who show rather than tell—on real people, in realistic settings—stand to grow local authority fast. Meanwhile, distributors and brand partners can support by supplying content kits that prioritise technique notes, lighting tips and caption templates to keep standards consistent across teams.

Key Takeaways

• Jennifer Aniston’s playful video with Jim Curtis is more than celebrity charm—it’s a case study in modern, authenticity-led hair marketing.
• Featuring partners and friends as models humanises brands and can outperform polished campaigns on social platforms.
• Casual, unisex framing invites men into haircare conversations without siloing them into “for men” messaging.
• Salons and indie brands can compete by elevating technique, casting real people and building repeatable, low-lift content formats.
• The future of hair marketing blends soft education with creator-style storytelling—short, useful and genuinely personal.

Frequently Asked Questions

Who appears in the video with Jennifer Aniston?
Jim Curtis, Aniston’s boyfriend, makes a guest appearance as an impromptu hair model in a light-hearted brand clip.

Why is this cameo newsworthy for the hair industry?
It reflects the ongoing pivot toward authentic, creator-style content in beauty marketing, where informal demonstrations and personal dynamics often outperform traditional ads.

Does this signal a shift toward unisex haircare?
It supports an existing trend. By casually featuring a male model, the clip normalises cross-gender product usage and highlights results over gendered positioning.

How can salons replicate this approach without a celebrity?
Cast from your community, film real-first reactions, focus on technique, and keep videos short and specific—clear problem, clear method, clear result.

Is overly casual content risky for premium brands?
It can be if it feels forced. The remedy is craft: good lighting, clean audio and precise technique cues ensure “relaxed” doesn’t look “careless.”

What metrics matter for this style of content?
Completion rate, shares, saves and comments about technique or results are better indicators of usefulness than views alone.