California Naturals has unveiled a campaign starring Owen Wilson as the brand’s ‘Chief Shampoo Officer’. As people become desensitized to celebrity-backed beauty brands, there’s an opportunity to put a fresh spin on star power as a strategy to enhance authenticity, not diminish it.

Consumer skepticism has seen an array of celebrity beauty brands develop a less-than-favorable reputation. However, invested consideration from emerging players such as Rhode by Hailey Bieber has been shown to win over beauty buffs in an oversaturated market, carving out a blueprint for success.