- Garnier has launched a new Fructis Diamond Sleek Spray campaign starring global icon Cher and actress Xochitl Gomez, announced June 4, 2026.
- The campaign centers the Fructis Diamond Sleek Spray, formulated to deliver mirror-like shine, effortless smoothness, and up to 100 hours of frizz-free results for every hair type.
- The cinematic campaign was directed by Dave Meyers alongside cinematographer Bojan Bazelli, featuring a short film that bridges Cher's decades-long sleek hair legacy with Xochitl Gomez's Gen Z appeal.
- Garnier is activating the campaign with a Diamond Sleek Hair Pop-Up Bar in Los Angeles in partnership with Cherlato (Cher's own gelato brand) offering product sampling, live styling stations, and a limited-edition Garnier x Cherlato gelato flavor.
Garnier is doubling down on its Fructis Diamond Sleek franchise with its boldest campaign yet. The brand has brought together global icon Cher and actress Xochitl Gomez to front its Fructis Diamond Sleek Spray, bridging timeless glamour with modern self-expression.
Directed by Dave Meyers and cinematographer Bojan Bazelli, the campaign features a short film tapping into the viral “Cher Hair” aesthetic (sleek, ultra-glossy, long hair) and handing that signature look to a new generation.
The spray is infused with up to 8% Vegan Keratin Smoothing Complex and Argan Oil, delivering up to 100 hours of frizz-free sleekness, hair up to 3X smoother, and heat protection up to 450°F.
This is this campaign is a first-time partnership between Cher and Garnier. It builds on the brand’s earlier year momentum. Garnier appointed Gisele Bündchen as its first-ever global ambassador in March 2026, the largest endorsement move in the company’s 120-year history, with Cher and Gomez now expanding the franchise’s cultural footprint.
On the endorsement front, Cher has previously partnered with H&M (October 2023) and has served as a brand ambassador for MAC Cosmetics since January 2022.
Meanwhile, Xochitl Gomez, currently starring as Penny Bravo in CBS’s Boston Blue and set to voice a role in the animated The Cat in the Hat premiering November 2026, previously joined adidas as a global Sportswear ambassador in 2024.
Just as Young Miko teamed up with Garnier for a skincare campaign, and Crystal Renee Hayslett partnered with ORS Hair Care on a new collection, Garnier is proving that strategic, multi-generational celebrity pairings are fast becoming the go-to playbook for brands looking to dominate beauty conversations across age groups and social platforms.
Takeaways
This campaign is a masterclass in generational marketing. Garnier isn’t just selling a hair product, it’s selling a cultural handoff. Pairing a 60-year legend of sleek hair with one of Gen Z’s most recognizable faces creates a storytelling arc that no single spokesperson could pull off alone.
The Cherlato gelato pop-up tie-in is especially clever, it taps into Cher’s entrepreneurial personality and turns a haircare campaign into an immersive cultural moment.
And with Garnier already having locked in Gisele Bündchen as its first-ever global ambassador just three months earlier, the brand is clearly in aggressive talent acquisition mode for 2026.
Is pairing a legacy icon with a Gen Z star becoming the new standard formula for haircare brand campaigns? Does the Cherlato x Garnier pop-up crossover signal a new era where celebrity brand partnerships are being activated across multiple business ventures simultaneously?
