Unifying Garnier Haircare
and Skincare for the First Time
We greened Garnier sales with a 10% boost by making the brand irresistible to eco-minded shoppers.
People don’t typically buy beauty products because they make something else look good. But that’s the promise we unlocked for Garnier. With a first-ever campaign that unified Garnier’s hair care and skin care lines, we showed shoppers how self-care also provides care for the planet. Beauty Responsibly transformed beauty enthusiasts into beauty activists.
Launched during Earth Month, national editorial content told our story, on-pack AR experiences brought ingredient sources to life and we incentivized offer redemption with charitable donations. Retailer-exclusive on-pack hair chalk made it easy for enthusiasts to show they’re going green IRL and on social to trigger eco donations.
For the second pulse during back-to-school/college, Garnier endeared itself to women looking to make meaningful impressions. By partnering with Her Campus, Garnier got into the hearts and hands of students with editorial content, giveaways and sampling events. Retailer extensions gave Garnier a dedicated presence online, in-feed and in-aisle. Our 57MM impressions successfully unified the Garnier megabrand and had shoppers adding both hair care and skin care to baskets, with 7% growth on new items, 10% on featured brands and a 5% increase in shoppers buying +1 Garnier products in a given trip.