Garnier is going after Gen Z.
The L’Oréal-owned mass brand is targeting young consumers with a new sustainability campaign, fronted by beauty influencer Remi Cruz and launched in tandem with a splashier Fructis range.
On March 7, Cruz — who has 1.6 million YouTube subscribers — will announce Garnier’s new Rinse, Recycle, Repeat campaign in a video on DoSomething’s YouTube channel. The campaign, which includes both national and college competitions, is a collaboration between Garnier, TerraCycle and DoSomething.org to encourage the recycling of bathroom products.
“Many people in the U.S. are accustomed to recycling their kitchen products, but not beauty products,” said Ali Goldstein, senior vice president of marketing at Garnier. “There’s a lot of beauty waste in our landfills.”
Garnier began partnering with TerracCycle on green initiatives, but Goldstein noted that DoSomething — the youth-targeted social change organization — was brought on to raise young consumers’ awareness of its sustainability efforts.
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“We brought in DoSomething to reach out to young people — Millennials and college students — to encourage them to create social change,” said Goldstein.
As part of the national competition, participants can sign up at dosomething.org/rinse to decorate a bathroom recycling bin, to collect empty products and be entered to win a $5,000 scholarship. The college competition will challenge 50 college campuses to collect the most empty products, to be recycled and turned into a green garden.
“It’s essentially a PSA,” Goldstein said of the video Cruz will post to her channel.
The Rinse, Recycle, Repeat campaign is timed with the rollout of a total revamp of the Garnier Fructis line.
The products have been completely reformulated with a focus on “superfruits made of superactives,” and repackaged with a color coordination scheme featuring a different splashy hue for each range within the Fructis line. Ranges include shampoos, conditioners, styling products and treatment options suited for each specific hair type. “We’ve elevated the level of naturalness in our formula and modernized the packaging,” said Goldstein, who noted that each formula contains an “active fruit protein.” The active fruit proteins are designed to target specific hair issues. For instance, the Damage Eraser line, packaged in bright orange, contains amla oil extract to repair damaged strands, and the light green Sleek and Shine range harnesses marula oil for weightless frizz control.
Since its 2003 launch in the U.S., Garnier has been known for its neon green packaging. Injecting pops of color was key to this year’s brand revamp. “It’s about increasing the shelf presence and helping the customer navigate the store,” said Goldstein. “It was a little confusing with all that green.”
This month, a new, digital-heavy advertising campaign for Fructis will begin to roll out. Goldstein could not delve into specifics of the campaign, but noted that it was targeted at Gen Z and the younger end of the Millennial spectrum.
Adding to its sustainability initiatives, the new Garnier Fructis packaging is now made of 50 percent postconsumer recycled waste.
Despite tapping popular YouTuber Cruz for the Rinse, Recycle, Repeat campaign, Goldstein said Garnier is still wavering over whether it will sign an influencer in a more official capacity in the future. “We haven’t decided yet if we want to sign someone permanently,” she said. “Part of the credibility of an influencer is having them be a little objective. When they move from the modern influencer route to the classical celebrity ambassador, do they lose their credibility? It’s something we’re talking about.”