Breaking news: Paris Hilton is actually doing a collaboration with the hard discounter Lidl, with a range of hair care appliances.

This is no joke, as you can see the launch video with the heiress promoting “her” range and twits where she declares she is excited to share her new collection from @lidl with her fans. The range goes from a simple 2.99 euros for a classical brush up to 19,99 euro for an electric streightener.

While the social buzz started some hours ago, we don’t know how to tackle this news. Some concepts like “brand value dilution”, brand slapping”, “bold direct to retail activities”, “target fit” come naturally to our minds, but probably the best way is to leave all the comments to our readers, then time will tell.

Have a nice holiday and stay in tune for a 2017 full of brand innovation.