Garnier Names Gisele Bündchen as Its First Global Ambassador
Garnier has announced a new global ambassador: Gisele Bündchen. The Brazilian supermodel is widely recognized not only for her iconic features but also for her coveted beachy, textured waves. Given that history, this collaboration feels like a natural fit. Bündchen becomes Garnier’s first-ever global ambassador in the brand’s 120-year history.
To unveil the partnership, Garnier released a four-minute film starring Bündchen. The spot defies typical beach-set expectations: it opens in Miami with a business-style scene rather than a sun-soaked run along the shore. Bündchen sits at a table with her lawyer, who reads the contract aloud as she asks questions and explains her priorities. The narrative blends humor with Bundchen’s authentic personality, highlighting her commitment to wellness in recent years. This aligns with Garnier’s current “high-tech nature” approach.
The film then follows Bündchen, her lawyer, and Garnier representatives through her preferred wellness routines—yoga, ice baths, and other practices—while the contract discussion continues in the background. The playful tone reinforces a clear message: Bündchen does her due diligence before entering any partnership.
The storyline shifts to Garnier’s laboratories, with Bündchen bringing along her dog. There, viewers learn that Garnier does not conduct animal testing and that the company conducts extensive in-lab testing of its products. The lab visit leads to a focus on the hero product: Garnier Fructis Diamond Sleek Shine-Coat Smoothing Spray, an $8 lightweight, vegan anti-frizz spray promising up to 100 hours of frizz control. The formula is non-greasy, heat-activated, and enriched with vegan keratin and argan oil to smooth and nourish hair. Garnier asserts testing showed up to 100 hours of frizz control, three times smoother hair, and heat protection up to 450°F.
In sync with its Miami setting, the launch narrative emphasizes shine and humidity resistance ideal for climates like Florida.
To mark the debut, Garnier will host an immersive event in Miami on March 12, followed by a consumer pop-up from March 13 to 14.
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