The controversial TV spot features an unidentified actress pacing around her dressing room, playing with her perfectly coiffed hair. In an expertly executed surprise, the actress is revealed to be none other than Winona Ryder. Text then scrawls across the screen, declaring: "Everyone deserves a comeback. Damaged hair deserves one too."
Most of the internet was too busy freaking out at the surprise reveal, but once the initial shock and awe wore off, a number of viewers took offence at the comparison between the actress's career and damaged hair.
Given the #MeToo and #TimesUp narrative that dominated this year's Golden Globes, many have called the company's hair product commercial tone-deaf, accusing it of placing emphasis on women's appearances rather than their work and activism.
Watch the commercial below, then see a selection of reactions to the commercial from Twitter.
FYC Best Performance in a Shampoo Commercial: Winona Ryder— Kevin O'Keeffe (@kevinpokeeffe) January 8, 2018
THIS EXTREMELY RUDE WINONA RYDER AD HAS THE ROOM SCREAMING— LW (@lindseyweber) January 8, 2018
FUCK YOU L'ORÉAL FOR MAKING ME THINK WINONA RYDER HAD A NEW NBC SERIES CANCEL BLINDSPOT AND GIVE HER ONE NOW pic.twitter.com/KDT1lcOVgd— Ira Madison III (@ira) January 8, 2018
Okay, that L'Oreal/Winona commercial confused me. I thought i was watching something serious about the #MeToo movement and then - BAM! - hair product commercial. Way too extra just to shill shampoo.— Alisha Grauso (@AlishaGrauso) January 8, 2018
It's wild that @Loreal chooses to scapegoat Winona Ryder, a person a lot of us admire, love, and respect. @MunroeBergdorf will know how demeaning this is to everyone, beginning with #WinonaRyder. She doesn't need your stupid shampoo to make a comeback. https://t.co/rrj8vbwFcG— Gothichero (@gothichero) January 8, 2018