At a time when beauty brands are in danger of taking self-care too seriously, Garnier has successfully flipped the script in a new campaign starring Gisele Bündchen.

The playful campaign ‘The Signature’ signals a broader shift toward long-term brand storytelling for the L’Oréal brand, with further instalments already in development.

In partnership with agency Publicis Conseil, the new brand film directed by Prodigious and Iconoclast, takes a fresh approach. Rather than focusing on product benefit in isolation, it instead champions Garnier’s brand values. While a playful mockumentary style means that these values do not feel forced.

The film is heavy on humour and features a meeting in Miami between Gisele and the Garnier teams, which gradually turns into a wellness journey. It has been designed to lay the foundations for a collaboration based on a shared vision and values of transparency, authenticity, and the mission to democratise sustainable, science-backed beauty.

Marc Baland, Global Brand President at Garnier, explained: “Gisele is a global beauty icon, an environmental activist, and a true wellness advocate. She is the perfect match for our High-Tech Nature vision. We share the same belief that you should never have to compromise between looking good, feeling good, and doing good for the planet. Together, we are committed to making wellness beauty accessible to everyone.”

“Through a sincere collaboration with Gisele Bündchen and authentic writing conceived as a true brand narrative, this film embodies the philosophy of Garnier. Made to Feel Good. The campaign is part of a long-term strategic and creative vision between Garnier and Publicis to give the brand ever greater local relevance and global impact," adds Agathe Bousquet, President of Publicis Groupe in France.