Garnier x Gisele Bündchen
In 2026, Garnier made history, naming Gisele Bündchen as its first-ever global brand ambassador in its 120-year legacy. The partnership launched with "The Signature," a cinematic brand film announcing the collaboration, before rolling into the campaign's true commercial centrepiece: the global product launch of Fructis Diamond Sleek Shine-Coat Smoothing Spray.
The casting strategy was rooted in a deliberate creative tension. Gisele's signature look has always been her iconic, effortless beach waves, the antithesis of sleek. That was exactly the point. If Diamond Sleek could transform even her into a moment of polished, glass-like shine, the message was clear: anyone can have their sleek moment. A bold, confident proof-of-concept that gave the product launch its edge.
One of the most high-profile beauty launches of the year, the campaign was a full 360 ecosystem built around that single idea: glass-like shine, high-performance results, effortless luxury. All assets were produced in both English and Spanish to ensure the campaign connected authentically with the Latin American market, reflecting the cultural significance of Gisele as a Brazilian icon and the brand's commitment to reaching a truly global audience. The scale of production spanned over 180 individual assets across every channel and format.
FILM
Directed by Manu Cossu, the product TVC set the visual tone for the entire campaign — defining the aesthetic language that would carry across every platform. Every frame was crafted to serve the product story, balancing aspirational beauty with the performance credibility the launch demanded.
Shot by Lachlan Bailey, the print campaign translated the film's world into still imagery, with set design, styling, and composition dialled in to deliver a cohesive visual identity across paid placements and editorial.
DIGITAL & SOCIAL
Campaign assets were adapted across Garnier's global digital and social channels in both English and Spanish, extending the visual world of Diamond Sleek to audiences across all platforms and communities.
Digital 16:9 EN
Social Teaser 9:16
Behind-the-Scenes 9:16
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PR & PRESS
Shot by Lachlan Bailey, with art direction spanning Gisele's looks, styling, and visual identity, developed alongside a world-class glam team to create the imagery that anchored the global press rollout across beauty and fashion media worldwide.
PR Newswire (Official Press Release) — Garnier Launches Fructis Diamond Sleek with Gisele Bündchen in High-Humidity Miami Debut
WWD — Gisele Bündchen Named Garnier's First Global Brand Ambassador
Hypebae — https://hypebae.com/2026/3/gisele-bundchen-garnier-hair-global-ambassador-announcement
Drug Store News — Garnier Launches Fructis Diamond Sleek Alongside Gisele Bündchen
BeautyMatter — Supermodel Strategy: Garnier Names Gisele Bündchen Global Ambassador
aFashionNetwork — Garnier Unveils Gisele Bündchen as First-Ever Global Brand Ambassador