Garnier Unveils Largest Advertising Campaign in a Decade, Featuring TikTok Star Charli D’Amelio
Garnier, the renowned beauty brand, has launched its most extensive advertising initiative in over a decade, enlisting TikTok sensation Charli D’Amelio as the face of its latest campaign introducing a new line of hair filler products.
The campaign, set to debut on March 15, marks Garnier’s collaboration with one of TikTok’s most-followed personalities and will prominently feature a takeover of the Sphere, an iconic out-of-home advertising venue renowned for its Exopshere, the world’s largest LED display. The Sphere will be adorned with interlocking green lines, symbolizing the Garnier Fructis Hair Filler lineup, with Charli D’Amelio showcased in dynamic dance sequences alongside displays of innovative haircare products designed to fortify hair at multiple levels.
Ali Fakih, Garnier U.S.’s senior vice president, expressed excitement about the launch, highlighting the brand’s commitment to introducing advanced hair repair solutions inspired by the efficacy of skin fillers. The Fructis Hair Filler range promises comprehensive inner fibre repair and visible transformations, addressing the evolving demands of consumers and haircare professionals alike.
The campaign rollout follows a strategic buildup by Garnier, including a high-profile event in Los Angeles attended by media figures and influencers, including D’Amelio, signalling the brand’s anticipation for the unveiling. D’Amelio will also lead a captivating seven-episode TikTok series, engaging with dermatologist Muneeb Shah to delve into the intricacies of hair fillers.
Garnier’s extensive marketing push will involve over 50 creators across various domains, amplifying the brand’s reach and engagement across social media platforms. The Hair Filler line, featuring collections tailored for strength repair, moisture restoration, and colour protection, will be available at leading retailers such as Amazon, Walmart, Target, and Ulta, with select stores offering an immersive in-store experience developed in collaboration with artificial intelligence startup Graffit.
As Garnier embarks on this ambitious campaign, parent company L’Oréal navigates challenges posed by a slowdown in key international markets and broader economic factors. Despite these headwinds, the brand remains optimistic about the prospects for 2024, buoyed by its commitment to innovation and consumer-centric strategies.