Garnier Fructis, “Believe in What Your Hair Can Do”

Situation: Garnier Fructis was looking to launch their new line of hair styling products, but more importantly, breath new life into the brand. We needed to rethink how they can better connect with a young, female audience, especially those who have a myriad of options at their fingertips.

Challenge: How can we grow preference for Garnier Fructis among a new millennial audience?

Approach: Through our research, we found that our audience never fully felt in control of their hair. She was confident in life, but not when it came to styling abilities. 8 in 10 women believe they only have basic or intermediate styling skills, and over 50% never or rarely experiment with their hair. We realized that Garnier Fructis could be the brand that unlocks every person’s hair potential, and allow consumers to be in boss of how they look, feel, and live.

Across our creative executions, we choose to use people’s “back of heads” to help women envision themselves in these different scenarios.