# Celebrity-Endorsed Protein Brands Vital Proteins Enlists Jennifer Aniston as its New CCO By Grace Mahas | Published 2021-05-26 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/vital-proteins1 References: [vitalproteins](http://www.vitalproteins.ca/) [Vital Proteins](https://www.trendhunter.com/trends/protein-and-collagen-bars) recently enlisted the services of Jennifer Aniston to be the brand's new Chief Creative Officer. Aniston will help the brand reach the Canadian market with her perspective on product innovations and brand strategy. The actress has been a fan of the brand since 2016 and hopes to build greater awareness around the [benefits of collagen](https://www.trendhunter.com/trends/gnc-premier-collagen) to "find wellness within." “Collagen is the glue that holds everything together. I’ve always been an advocate for nourishing your wellness from within, which is why I started using Vital Proteins so many years ago,” said Aniston. “Now, to have the opportunity to be a part of the brand in a bigger way, as Chief Creative Officer, is very exciting to me.” Collagen is the body’s most abundant protein and a vital component for skin, hair, nails, bones, and joints. The protein also helps reduce joint pain associated with osteoarthritis. However, as we age, the body's natural collagen production starts to decline. Image Credit: Vital Proteins ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 40% | Activity: 34% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Key Themes ### Why This Trend Is Growing - **Celebrity-endorsed Wellness Brands:** Celebrities are leveraging their influence to endorse wellness supplements and products, creating opportunities for disruptive innovation in the wellness industry. - **Collagen-infused Products:** The use of collagen in wellness products is becoming more popular, creating opportunities for companies to create innovative and effective collagen-based products. - **Targeting Aging Population:** With the declining natural collagen production in aging individuals, there is an opportunity for companies to target this demographic with collagen-based products and supplements. ### Industries Being Reshaped - **Nutraceuticals:** The nutraceutical industry can leverage the popularity of collagen-based products and supplements to create innovative and effective health and wellness offerings. - **Beauty and Personal Care:** Beauty and personal care companies can create innovative collagen-infused products targeting skin and hair health, creating a disruptive innovation in the industry. - **Food and Beverage:** The food and beverage industry can create new offerings by incorporating collagen into functional foods and beverages for the aging population. ## Related on Trend Hunter - [Functional Beauty Bars](https://www.trendhunter.com/trends/protein-and-collagen-bars.md) - [Fitness Influencer Protein Powders](https://www.trendhunter.com/trends/vitalura-labs-protein-powder.md) - [Multitasking Protein Shakes](https://www.trendhunter.com/trends/vital-proteins-collagen-protein-shake.md) - [Beautifying Collagen Powders](https://www.trendhunter.com/trends/vital-proteins-beauty.md) - [Collagen-Powered Pop-Ups](https://www.trendhunter.com/trends/vital-diner.md) - [High-Protein Functional Beverages](https://www.trendhunter.com/trends/aura-collagen-protein.md) - [Influencer-Backed Peptide Moisturizers](https://www.trendhunter.com/trends/ilona-maher.md) - [Collagen-Packed Protein Shakes](https://www.trendhunter.com/trends/collagen-protein-shake.md) - [Supportive Collagen Smoothies](https://www.trendhunter.com/trends/collagen-smoothies.md)