Gwyneth Paltrow is selling her persona, so yes, if she suddenly broke out in moles it would impact her sales because the deliberate inference is that she looks the way she does because of her products (assuming she was selling cosmetics or facial cremes...not sure how it would affect her candle sales...but i digress)
Better For You Wellness is not selling Mr. Ian James persona, likeness, visage, in any way. No connection is implied between Mr. James appearance and the products that he may be selling.
Not to mention, Mr. James will not be selling anything directly. He is the CEO of a holding company that will amass a assortment of companies that will be selling products/services. etc. Although he may well be the 'face' of the corporation, I would feel safe in assuming that the companies that would be selling their products, would not be relying on his physical appearance to market their items.
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