Garnier launches new line with Charli’ D’Amelio

In all my years as an influencer marketing expert, there’s one constant truth: Only a few influencer marketing campaigns truly can stand out.

Why? 🤔

Because they manage to strike a balance between creativity and strategic brilliance.

Here’s an example:

👉 Garnier’s recent collaboration with Charli D’Amelio for its new hair filler lineup.

Yes, D’Amelio, with almost 200M followers, is Garnier’s latest brand ambassador.

But there’s more.

Not only did Garnier partner with D’Ameliio, but they roped in the Las Vegas Sphere and over 50 creators.

Join me as I examine this groundbreaking campaign and its implications for us.

Let’s roll. 👇

Garnier’s using the power of TikTok and influencers

Garnier has partnered with renowned TikTok sensation Charli D’Amelio and 50+ creators to launch a captivating content series.

@charlidamelio i’ve been using these @GarnierUSA Fructis Hair FIller products for a while now and i am so grateful to announce our partnership together! the entire process was so fun and special and i am so excited that you all get to see it come to life now 💚 #garnierpartner #fillmein #FructisHairFiller ♬ original sound, charli d’amelio

In this series, D’Amelio explores the scientific foundation of the Garnier Fructis Hair Filler. She’ll be guided and joined by the expertise of a board-certified dermatologist, Muneeb Shah.

As the leading face of a broader advertising initiative, D’Amelio’s involvement spans multiple channels, showcasing the product’s benefits and the science behind it.

Yes, they even used ther Las Vegas Sphere to help showcase their new campaign!

📊 65% of her audience consists of women.

📊 On TikTok she gets an average of 9.74M views!

📊 14.5% of her almost 200M followers on Instagram and TikTok are interested in cosmetics.

📊 D’Amelio has previously worked with beauty brands like ULTA Beauty, so she and her followers are familiar with the industry.

And Garnier did more than just carefully select their new brand ambassador.

They also hosted a pre-launch event.

What happened?

Garnier created some good ol’ fashioned FOMO.

They hosted hundreds of media members and influencers in Los Angeles, including D’Amelio, in anticipation of the campaign rollout.

And it worked.

They managed to get over 10M views on TikTok and Instagram.

What can we learn from this campaign?

So, this campaign is packed with essential lessons for all of us.

Here are my favourites:

✅ TikTok boasts over 1 billion active users, offering a vast audience pool for Garnier.

💡 My pro tip: Always partner with influencers who resonate with your brand and have the credibility to back your product claims. Just like Garnier is doing with D’Amelia and the certified dermatologists!

✅ Campaigns featuring top influencers like D’Amelio can see engagement rates soar above the industry average of 2-3%.

✅ Garnier’s approach of highlighting the scientific research behind its products helps build consumer trust. And we all know trust is a critical factor in the decision-making process.

My two cents?

👉 Garnier is aiming for success with this move.

My final thoughts

It’s no secret that L’Oreal is facing a slowdown in international markets. And yet, this campaign is a breath of fresh air that could end their financial woes.

Garnier’s campaign is a blueprint for future campaigns that want to blend influencer credibility, digital engagement, and innovative advertising.

The message for marketing managers and business owners is clear: in a world where consumers are bombarded with content, innovative, integrated campaigns can make your brand stand out.

It’s essential to keep learning, adapting, and innovating. Let Garnier’s campaign be your inspiration.

Garnier’s using the power of TikTok and influencers

What can we learn from this campaign?

My final thoughts

Get ideas to run profitable influencer campaigns