Garnier has a new global ambassador: Gisele Bündchen. Over the years, the Brazilian supermodel has, of course, become famous for her face—but she’s also become equally known for her sought-after beachy, textured waves. So it’s safe to say this partnership makes perfect sense. Bündchen is the brand’s first-ever global ambassador in its 120-year history.
To announce the news, Garnier released a four-minute film featuring Bündchen—and it’s not what you’d expect. Though it’s set in Miami, instead of showing her running along the beach with her waves flowing and skin glowing, it immediately cuts to a business meeting conducted on medicine balls, where she asks her lawyer to read the entire contract. (Bündchen has been vocal about prioritizing wellness in recent years, and Garnier’s current focus on “high-tech nature” aligns with that mindset.) The mini film strikes a balance between humor and personality, showing Bündchen fully in her element. The meeting then takes Bündchen, her lawyer and the Garnier reps through her favorite wellness routines, from yoga to ice baths—all while the lawyer continues reading the contract. Yes, it’s funny, but the underlying message is clear: Bündchen does her research before signing on to a partnership.
The group then heads to Garnier’s labs—with her dog in tow—where it’s confirmed the brand does not test on animals and conducts extensive in-lab testing on its products. The lab visit leads viewers to the hero product: Garnier Fructis Diamond Sleek Shine-Coat Smoothing Spray ($8), a lightweight vegan anti-frizz spray that promises up to 100 hours of frizz control. It’s no coincidence the film is set in Miami—this spray is designed to deliver mirror-like shine and humidity resistance, even in climates like Florida. The non-greasy, heat-activated formula contains vegan keratin and argan oil to help smooth and nourish strands. According to the brand, testing showed up to 100 hours of frizz control, hair that’s three times smoother and heat protection up to 450°F.
To celebrate the launch, Garnier is hosting an immersive event in Miami on March 12, followed by a consumer pop-up experience from March 13 to 14.
