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Becky G is Garnier Fructis’ latest ambassador, partnering with the hair care brand for the Put It to the Test campaign. The campaign highlights the power of Garnier Fructis’ Sleek and Stay serum, promoting frizz-control and high shine.
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The singer and actress, who also partnered with Fabletics last January, was the ideal choice for Garnier Fructis’ latest campaign. “Her high-energy, nonstop lifestyle makes her perfect to put the product to the test and she’s the ultimate embodiment of the brand — young, fun and ahead of the curve,” said Ali Fakih, senior vice president of Garnier.
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“She’s not just a global superstar; she’s a powerhouse who uplifts her community and inspires their creativity. Whether she’s commanding the stage, pushing beauty boundaries or embracing her signature sleek styles, she proves that hair is more than just a look, it’s a statement,” Fakih said of Becky G.
Along with Garnier Fructis’ collaboration with Becky G, the brand’s integration with Artisan Council offered another new opportunity to go beyond a basic ad. “When we set out to create the Put It to the Test campaign, our vision was clear: We weren’t just doing another hair care ad — we were redefining what product efficacy looks like in a way that breaks through the noise,” Fakih said.
“Traditional ‘torture tests’ have been done before, but we wanted to inject a new level of energy, authenticity and entertainment into the equation — something that felt undeniably real and true to Becky G,” Fakih added.
“This is how Garnier Fructis stands out in a saturated market: by creating experiences, not just ads; by proving our products in the moments that matter, and by ensuring that every detail, from the creative to the collaborators, is built with authenticity at its core.”
The Put It to the Test campaign is just the beginning for Garnier Fructis’ partnership with Becky G. “Beyond this campaign, we’re building an ongoing collaboration with Becky G that blends music, beauty and culture in fresh, unexpected ways so we’re not just keeping up with the next generation of beauty consumers, we’re evolving with them,” Fakih said.
Garnier Fructis Sleek & Stay Heat-Activated Serum
Price upon publish date of this article: $8.91
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