In hindsight, August should have been a career-defining month for Blake Lively. Her hotly anticipated film It Ends With Us – based on Coollen Hoover’s book of the same name – finally hit cinemas. She released her first ever haircare range – after fans spent years fawning over her luscious locks.
Her glamorous, floral-inspired press tour wardrobe was widely praised by fashion watchers around the world and Blake wowed fans when she wore Britney Spears’ iconic Versace gown to the New York premiere. However, the actress found herself at the centre of a major PR storm as a result of several interviews where fans accused ‘tone-deaf’ Blake of ‘trivialising domestic violence‘ and promoting the film, which depicts an abusive relationship, ‘like a romantic comedy’. Pictured: Actress Blake Lively posing on the It Ends With Us premiere red carpet in London in AugustOn top of this, the internet was alight with rumours of an ongoing feud between Blake and her co-star and director Justin Baldoni, who reportedly felt ‘sidelined’ by the leading lady.
But rather than stepping back from the spotlight amid the controversy, Blake and her team appeared to have settled on a rather different approach: having her undergo a ‘relatable rebrand’. Speaking to FEMAIL, celebrity publicist Joseph Hagan – who is also the founder of Streamline PR – explained: ‘The backlash from It Ends With Us was damaging for Blake because it revealed a disconnect between the tone of the promotional rollout and the sensitive subject matter of domestic violence. ‘The marketing seemed to clash with the gravity of the story, making it feel at times tone-deaf or trivialising a serious issue.
This put Blake in a tough spot, especially since fans expected more nuance from such a well-known figure. ‘Her relatable rebrand is likely her team’s way of course-correcting and emphasising her authenticity, fun-loving personality, and her highly relatable marriage to Ryan to bring the focus back to the traits people admire most about her. ’Earlier this month, the actress proved she was anything but a diva as she was spotted waiting for a table at a popular Italian restaurant in the West Village.
Commenting on this recent appearance, Joseph said: ‘Blake’s “non-diva” behaviour at the NYC restaurant really reflects her commitment to staying grounded and relatable, especially in a time where public perception can easily shift. ‘By choosing to act like any regular diner, she is distancing herself from the idea of celebrity entitlement and reinforcing her connection to her fan base. It’s a subtle but powerful way to show that she’s just like everyone else, which works in her favour following the controversy around It Ends With Us.
’Actors Blake Lively and Ryan Reynolds hold hands while on a morning walk in New York City last monththe internet was alight with rumours of an ongoing feud between Blake and her co-star and director Justin Baldoni (pictured)In recent weeks, the star has also been pictured on a ‘PDA’ tour with Ryan Reynolds around New York – with the two putting on a very united front while on coffee runs and while watching a Broadway show for her husband’s 43rd birthday. The expert continued: ‘This is a well-timed move that plays into both their brands. Ryan is riding high after the success of Deadpool & Wolverine, and being seen more often with her media darling husband can only boost Blake’s image, helping her gain more positive traction.
‘People love seeing their playful, affectionate relationship humanises them both and keeps Blake in the spotlight in a very approachable way. ‘By embracing this “power couple” dynamic, Blake is reinforcing the idea that, despite the Hollywood drama, her personal life is thriving, which brings fans back to her side. ’What’s more, the expert highlighted how Blake’s social media presence has a more relatable touch.
Blake Lively, Maya Boyd and Ryan Reynolds pose for a selfie backstage at the hit Max Martin Musical & Juliet earlier this monthAfter posting what her makeup looked like at the start of the night at the CFDA Awards, the actress then shared a barefaced selfie where she delved into some of her old beauty habitsEarlier this week, the star praised her makeup artist Carolina Gonzalez, who she worked with for the CFDA Awards. After posting what her makeup looked like at the start of the night, the actress then shared a barefaced selfie where she delved into some of her old beauty habits. She joked: ‘[I’ve accepted] that [I’m] a millennial girl, who in high school, used to wear lip gloss with alarming amounts of chilli peppers inside for a plump because we were THAT committed to bad ideas.
’Joseph added: ‘By showing more of her everyday life, quirky sense of humour, and behind-the-scenes moments on social media, she’s signaling that she’s not just a Hollywood star, but someone who’s in touch with her fans and able to laugh at herself. ‘Following the backlash from It Ends With Us, she’s leaned into a more relatable, down-to-earth image to reconnect with her audience. The “relatable rebrand” is a smart move for someone like Blake, who’s built a career on being seen as approachable yet glamorous.
’Pictured: Blake Lively and Ryan Reynolds, PR expert Joseph Hagan said: ‘Her relatable rebrand is likely her team’s way of course-correcting and emphasising her authenticity, fun-loving personality, and her highly relatable marriage to Ryan to bring the focus back to the traits people admire most about her. ’Blake Lively is seen attending the 2024 CFDA Awards at American Museum of Natural History in New YorkBlake’s appearance at the CFDA Awards was one her first since the Ends With Us backlash. A source told DailyMail.
com that she is, ‘definitely saddened by the hate she is getting and is trying not to let it affect her but it is. ’‘She thought this was her moment to shine but is now looking at it like the end of her career. She’s fearing no one will want to work with her after this.
’The insider added, ‘She really wants to continue producing and directing and acting but she knows she needs to take a step back for a minute to reassess the future. ’A separate source informed People, ‘She initially felt very vulnerable and upset. During the promotion of the movie, not one day went by when she was not in the news in an unfavorable light.
She’s just not used to this kind of drama. ’While the drama ‘felt out of control to her,’ Lively still ‘enjoys working and will continue to push forward projects that she’s excited about. ’
