What ‘It Ends With Us’ Says About the Blake Lively Brand

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Blake Lively’s hair is like a character unto itself in the new romantic drama “It Ends With Us.” Her thick mane shapeshifts with her role, Lily Bloom, a flower shop owner who falls in and out of love with an abusive neurosurgeon. Lively’s hair, dyed a soft ginger, is artfully messy when she gets her hands dirty starting up the store. The camera follows a mass of buoyant curls when she struts into a party dressed to impress the man who will ultimately betray her. When she wakes up post-coitus, her hair is perfectly tousled. When she is sad, it droops as if by magic. You could say Blake Lively’s hair is a tool she uses to sell her performance, but her performance is also a tool she uses to sell her hair. Those who are impressed with her locks in “It Ends With Us” can learn from her Instagram that she recently debuted a line of hair-care products called Blake Brown. (Brown is her father’s last name.) In many ways “It Ends With Us” is a brand-building exercise for Lively. Yes, the film, directed by Justin Baldoni, is an adaptation of a popular novel, meant to lure fans of the best-selling author Colleen Hoover, but it also serves as an advertisement for the world of Lively — not just her talent but her celebrity and her other significant role, mogul, making the film a fascinating study in the various forms star power can take.