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Head of strategy Ben Taylor offers his opinion in a story on brand facelifts that went too far

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By B&T Magazine

Just as celebrities continue to chase the elusive elixir of youth, brands too are constantly trying to look young and stay relevant in this high-churn consumerist world.

But there’s a danger of going too far, reinventing the brand in a way that makes it unrecognisable to its fans. There’s a lesson for us all that Bridget Jones’ Diary actress Renee Zelwegger has to share. Earlier this week she stepped onto the red carpet at ELLE’s 21st annual Women In Hollywood Awards in California without the slightest semblance of her former self.

Of course Zelwegger isn’t the first celeb to go too far at the plastic surgeon’s office. And plenty of brands have taken the knife to their best features. Although unlike Renee, brands have always got the option of reinstating their former appearances.

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