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Golden Globes: That Winona Ryder ‘Comeback’ Ad Was About Empowerment, Until It Wasn’t

“What. Was. That,” one viewer tweets after watching the L’Oreal commercial

Last Updated: January 7, 2018 @ 9:07 PM

Don’t call it a comeback — unless you’re a deceptive L’Oreal commercial about Winona Ryder’s career, that is. An empowering ad starring Ryder aired during the 2018 Golden Globes on Sunday. Well, it started out as empowering and then it morphed into a message about how anything can be salvaged, including bad hair.

In the clip, the “Stranger Things” star (who was nominated for a Globe in 2017 for her role as Joyce on the Duffer Brothers’ Netflix series) is seen walking around a dressing room in a long, black evening gown. She runs her fingers through her hair as she waits nervously before leaving for the stage.

Then she leaves to walk out into the limelight — and you find out her big “comeback” wasn’t her own, but belongs to her stylish ‘do.

“Everyone loves a comeback,” flashes across the screen. “Damaged hair deserves one too.”

Wow.

The general response on Twitter was “WTF?” — along with a heavy helping of sarcasm. Oh, and some people cried.

“Did this L’Oréal commercial just compare Winona Ryder’s career to damaged hair?” one user wrote. “The commercial about damaged hair deserving a comeback as personified by Winona Ryder’s acting career. Chills. Tears,” another tweeted. “Wait did I just cry at a Winona Ryder shampoo commercial? #GoldenGlobes,” another wrote.

Reps for Ryder and L’Oreal did not respond to TheWrap’s request for comment on the reaction to the ad.

Watch the bizarre commercial (and see the best reactions to it) below.