- Garnier is taking to TikTok and the Las Vegas Sphere to advertise a new hair filler product lineup, a part of the L’Oreal USA brand’s largest marketing investment in over a decade, in response 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 first ambassador in a bigger ad campaign appearing across several verticals.
- On Friday, the marketer may also go continue to exist the Sphere with an outside ad featuring D’Amelio and touting Fructis Hair Filler’s ability to reverse as much as a 12 months of hair damage. Promoting the scientific advantages of the product could connect with discerning young consumers who put a high level of trust in influencer endorsements.
Garnier is kicking off its heftiest promoting campaign in over 10 years by teaming with one in every of the most-followed TikTok personalities and making a splash on the Sphere. The massive out-of-home promoting destination has turn into a magnet for brand marketers as a consequence of 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 7 other creators will attend the Sphere unveiling as a part of a two-day engagement that may also see the High Roller remark deck in Vegas lit up in Garnier’s shade of green.
“We’re thrilled to introduce the subsequent generation of scientific hair repair with the Fructis Hair Filler systems,” said Ali Fakih, senior vp of Garnier U.S., in a press release. “Drawing inspiration from the ability of skin fillers, this range not only achieves inner fiber repair but additionally delivers a visual 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 much bigger launch around Fructis Hair Filler, which takes inspiration from the recognition of skin fillers and responds to consumer and skilled haircare demands for bond-repair solutions. Last month, Garnier hosted lots of 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 Dr. Muneeb Shah. Garnier in total is investing in over 50 creators representing a variety of backgrounds, including hair styling, beauty and lifestyle, for the push.
The Hair Filler line, which is offered at Amazon, (*10*), Target, Ulta and other select 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, in addition to 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.
Read the complete article here
