THE WHAT? L’Oréal-owned Garnier has announced that it has signed Drew Barrymore as its first celebrity Creative Director as well as the face of new clean beauty line, Whole Blends Sulfate-Free Remedy Collection.
THE DETAILS Together with the Garnier team, Barrymore created a TV advertising spot for the brand, which aired during an ad break after the actor announced the new partnership on her show, The Drew Barrymore show.
“I’ve been a fan of Garnier Whole Blends since trying the Olive products last summer,” commented Barrymore. “So when they approached me with the idea to help them launch the new clean beauty Sulfate Free Remedy Collection, I was all in. The products are amazing and good for your hair, but what’s even better is that the brand is doing so many good things to give back and help make the planet greener, they have a total end-to-end approach to sustainability, Greener Beauty, and work with NGOs such as the Bee Conservancy, protecting 10 million bees, and that’s really important to me.”
THE WHY? Adrien Koskas, Global Brand President for Garnier “We are delighted to welcome Drew to the Garnier brand. Together we have thrown out the rulebook when it comes to haircare advertising, creating a truly fresh approach which we hope connects with our consumers. Drew’s involvement has been phenomenal, both because she genuinely loves the products and also because of her creative input in the campaign.”