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

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.

On the most readily understandable level, “It Ends With Us” makes a convincing case for Lively as an actress. Her particular je ne sais quoi was evident back in the 2007 pilot of “Gossip Girl,” which opened with a tribute to her allure. Her character — Serena van der Woodsen, the rich girl with a troubled past — arrives at Grand Central, back in New York after a mysterious absence, and everyone turns toward her. As she looks around the train station’s vast hall, she looks gorgeous and wistful, every flip of her hair (that hair!) seems imbued with greater meaning.

Like every young star on that prime-time soap, Lively made a bid for a film career. “Green Lantern” (2011) didn’t win her a franchise, but it did introduce her to her future husband, Ryan Reynolds. The dark comedy “A Simple Favor” (2018), in which she played a martini-stirring psychopath, was a surprise box office success and garnered a fervent enough fan base to earn a sequel. But Lively seemed to struggle to find her niche in movies, and while she received some praise for performances in the romance “The Age of Adaline” (2015) and the survival thriller “The Shallows” (2016), nothing propelled her to the next level of fame on the big screen.