Brooke Shields wants to add optimism to aging with the launch of a hair care line called Commence for women 40-plus.
While many of us watched her grow up in front of the camera, as an adult, she’s pursued myriad interests without people’s preconceived notions slowing her down.hairThough she’s been in the public eye since the age of 11 months, for Shields, who will turn 59 this year, the move marks a whole new chapter.
“This period of life is a beginning. It’s a call to action,” continued Shields, during a wide-ranging conversation with Beauty Inc in early April. “This is about looking at your life in its entirety and saying, ‘How do I want to walk through this period?’ “For those of us who came of age in the ’80s and ’90s, Brooke Shields was one of our major cultural icons. It was a time when everyone had to be perfect and skinny, and at first, that is what Brooke seemed to be,” said Badger. “Then, she opened up and we got to hear how her life was really.”
Shields called the product development process “a huge learning curve,” particularly when it came to proprietary formulas and ingredients. “We have to establish ourselves as experts,” she said. “Just because I’m Brooke Shields and I havedoesn’t make me an expert. The efficacy of the products is what I’m painstakingly focused on. I can sell anything once,” she continued, “but I want the repeat business and to do that, we have to establish ourselves as experts in hair and beauty care.
In conversation, Shields is down-to-earth, funny and forthright. She’s upfront about the challenges of securing funding for Commence, noting that while investors were quick to take her call out of novelty or curiosity, she was equally as determined to show she means business.
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