Garnier taps Becky G as newest ambassador
Fructis has tapped international recording artist, songwriter, actress, entrepreneur, and activist Becky G as its newest brand ambassador.
In this role, she will ignite the launch of the brand's new Sleek & Stay Hair Serum. Notably, Becky brings her signature energy to the "Put It to the Test" campaign, spotlighting Fructis's humidity-resistant, frizz-fighting serum designed for long-lasting sleekness. The campaign transports viewers to Club Sleek, where Becky navigates flying drinks, crowded dance floors, and stage fans, emerging with perfectly styled hair.
"We're thrilled to welcome Becky G to the Garnier Fructis family," said Ali Fakih, SVP of marketing at Garnier. "From her success in the music industry to her status as a global beauty icon, she continues to captivate audiences with her fearless attitude and relatability. She's a true icon for a new generation—bold, creative, and always evolving. Her confidence, energy, and dedication to authenticity make her the perfect ambassador for Fructis.'
The shoot featured Becky's cousin and longtime DJ, DJ Awsumo, spinning in the campaign's club scene, and a cameo from a close friend. Likewise, producer Massara created an exclusive track for the campaign.
Beyond the campaign, the brand has teased a year-long collaboration with Becky filled with creative content, social campaigns, and live activations.
"This campaign is special to me because it's all about confidence and self-expression—things I really live by. Everyone should have the tools to look and feel their best, no matter what life throws their way, and that's exactly what Garnier Fructis is doing,' said Becky.
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