What can brands learn from the rise in celebrity transparency? Associate Director Sarah Selig explains how inviting people in can only be a good thing…
Earlier this summer, Kris Jenner stepped out in Paris wearing her signature tailored suit, her classic momager smile, and a noticeably youthful and (quite literally) new complexion. It didn’t take long for the internet to do what it does. “I’ll have what she’s having” and “I need that surgeon’s name!”.
In response, a rep for Jenner confirmed that the surgeon behind her facelift transformation was Dr Steven Levine of New York City. Others soon followed. From Kylie Jenner tagging her surgeon in an Instagram comment to Kristin Cavallari naming her enhancements via live Q&A, celebrities are beginning to detail the injections, procedures and surgeons; all in the name of honesty.
So far, so good. But let’s explore this from a different angle: not as an attempt to appear transparent and open, but as a savvy business strategy that drives real value. From injectables (UX tweaks), to fillers (new products) and facelifts (repositionings), brands make changes all the time. So what happens if they apply this same level of transparency? What can they learn from those who admit the work and name the surgeon? Let’s take two examples of brand facelifts and evaluate the impact of transparency on cultural conversation and commercial success.
‘Silence during change amplifies speculation and negative assumptions’. (Edelman Trust Barometer)
In late 2024, Jaguar Land Rover debuted a dramatic new brand direction in a short video. It was a culturally rich idea; an immersive installation created with Tokyo-based artist Yoshirotten intended to mark a new chapter for the brand. But the repositioning received criticism for missing one, crucial thing: cars.
Top Gear summed up the response: “You have to doomscroll until your thumb aches to find viewers who are pleased about Jaguar’s new font or badge.” Others felt Jaguar risked alienating customers by shifting away from its British legacy. Sue Benson, CEO of The Behaviours Agency, said the rebrand was “jarring, with little cohesion between legacy and future.”
Jaguar's brand facelift, minus one thing: cars. Image source: Jaguar.co.uk
This was a missed opportunity. Jaguar could have unveiled the facelift with a compelling rationale behind the seismic change. Instead, the brand doubled down on silence, simply saying they were ‘moving away from automotive stereotypes’. This opaque approach to a revealing a new direction created conversation, but it also resulted in confusion and disappointment.
At the other end of the spectrum is Warner Bros. Back in 2020, Warner Bros famously dropped the HBO from streaming service HBO Max – simply becoming Max. Akin to Jaguar, this facelift was met with head scratching and backlash. Brand consultant Debbie Millman told Fast Company: “HBO took four decades of prestige and casually tossed it all into a dumpster.”
Just two years later, Warner Bros reversed course by restoring the HBO Max name and, crucially, brought the public along with them with honesty and humour. On social media, HBO’s team leaned into the previous ridicule, reposting memes from shows like Friends (‘we were on a break!’) and joking that the platform had finally ‘come home’. In the boardroom, Warner Bros framed the rejig as ‘a testament to WBD’s willingness to keep iterating its approach – leaning heavily on consumer data and insights – to best position itself for success.’
The one where Warner Bros reverses course. Image source: Business Insider
Unlike Jaguar – who missed an opportunity to bring people into the transformation process – Warner Bros embraced transparency. They admitted their initial facelift fell short, acknowledged the work, explained the choice, and moved on. This not only built trust but also ignited a positive cultural conversation that gave audiences a chance to connect with the brand on a human level. They showed how honesty, handled strategically, can build (or rebuild) real value.
Brands shouldn’t just be transparent in the name of owning mistakes. It’s about how they then use that honesty and bring audiences into the process itself. By doing so, brands will stand out among a sea of curated perfection, rising above the airbrushed, unexplained facelifts others are putting out – and building trust before anyone even asks.
Don’t just admit to the facelift. Name the surgeon. Explain the process. And let that honesty be the thing that sets your brand apart.