Garnier launches new line with biggest investment in over 10 years

Dive Brief:

Garnier is taking to TikTok and the Las Vegas Sphere to promote a new hair filler product lineup, part of the L’Oreal USA brand’s largest marketing investment in over a decade, according to news shared with Marketing Dive.
The company has partnered with top TikTok star Charli D’Amelio on a content series where she digs down into the science backing Garnier Fructis Hair Filler with help from a board-certified dermatologist. D’Amelio is the primary ambassador in a larger ad campaign appearing across several verticals.
On Friday, the marketer will also go live on the Sphere with an outdoor ad featuring D’Amelio and touting Fructis Hair Filler’s ability to reverse up to a year of hair damage. Promoting the scientific benefits of the product could connect with discerning young consumers who put a high level of trust in influencer endorsements.

Dive Insight:

Garnier is kicking off its heftiest advertising campaign in over 10 years by teaming with one of the most-followed TikTok personalities and making a splash on the Sphere. The massive out-of-home advertising destination has become a magnet for brand marketers due to its skyline-dominating Exopshere, the world’s largest LED display of its kind.

In the Garnier activation going live March 15, interlocking green lines cover the dome and form cell-like structures before the Garnier Fructis Hair Filler name appears. The ad then shows D’Amelio dancing, complemented by displays of the new products that claim to fortify hair at multiple levels. D’Amelio and seven other creators will attend the Sphere unveiling as part of a two-day engagement that will also see the High Roller observation deck in Vegas lit up in Garnier’s shade of green.

“We’re thrilled to introduce the next generation of scientific hair repair with the Fructis Hair Filler systems,” said Ali Fakih, senior vice president of Garnier U.S., in a statement. “Drawing inspiration from the power of skin fillers, this range not only achieves inner fiber repair but also delivers a visible transformation on the outer layer, infusing strength seven layers deep into the hair.”

The L’Oréal USA label has been planting the seeds for a bigger launch around Fructis Hair Filler, which takes inspiration from the popularity of skin fillers and responds to consumer and professional haircare demands for bond-repair solutions. Last month, Garnier hosted hundreds of media members and influencers in Los Angeles, including D’Amelio, in anticipation of the campaign rollout.

D’Amelio takes the lead in a new seven-episode TikTok series where she discusses the nuances of hair fillers with dermatologist Muneeb Shah. Garnier in total is investing in over 50 creators representing a range of backgrounds, including hair styling, beauty and lifestyle, for the push.

The Hair Filler line, which is available at Amazon, Walmart, Target, Ulta and other retailers, spans three collections: Strength Repair with Vitamin Cg, Moisture Repair with Hyaluronic and Color Repair with Ceramide. An in-store experience developed with artificial intelligence startup Graffit will showcase the offerings in select Walgreens and CVS stores.

L’Oreal has been contending with a slowdown in international markets that supported growth in recent years like China, as well as inflation’s broader impact on consumer spending. The French company missed analyst expectations on sales and profits for 2023, though it has been optimistic about prospects for 2024.