Get Blown Away by This Clever Product Launch Event From Garnier Fructis

A giant working hair-dryer delivered windblown looks for a dramatic photo moment.Photo: Courtesy of GarnierLOS ANGELES—To celebrate the launch of its new haircare collection, Garnier Fructis hosted a science-themed event at The Pavilion at Century Park in Los Angeles on Feb. 28.

Inspired by the product’s “seven layers deep” messaging—the hair’s outermost cuticle is made up of six layers of overlapping scales plus the inner cortex—the event featured interactive experiments that visually showcased the product claims. The sulfate-free Hair Filler collection is designed to repair damaged hair from the inside out.

Representatives from Garnier’s lab team were on hand to administer tests to show attendees their level of hair damage, strength, and smoothness. One test even translated hair damage into sound—the more damage, the more chaotic the sound. How? A sensor is able to measure minute changes in friction along the hair shaft; this data is then converted into sound.

“Fructis Hair Filler is Garnier’s most innovative, science-backed haircare launch to date, so it was important to bring this to life visually, showcasing product claims in an interactive, digestible format,” explained Ali Fakih, senior vice president of Garnier U.S. He added that the four-step system was inspired by the idea of skin fillers.

Before the event, guests completed an online registration form and a brief hair quiz in order to gather insights on their personal haircare, challenges, and needs. Guests then took home Fructis Hair Filler products customized to their specific hair goals.

The 200-plus guests, which included content creators and media spanning genres like beauty, science, humor, and lifestyle, also sipped on vitamin C elixirs such as the Filler Fusion signature cocktail infused with yuzu and lemon and the Moisture Repair mocktail with aloe vera, lychee, and grapefruit. Nutrient-rich bites included fresh avocado with watermelon radish and lemon zest and a chipotle chicken tinga tostada with a pipette filled with salsa verde.

In addition to including skin- and hair-nourishing ingredients in the F&B, Sherri Schubert, associate director of influencer and events at WPPOnefluence, said catering company Pausmith Group incorporated beakers for mixing, pipettes, and dry ice to play off the overall science-themed experience. WPP Onefluence, a bespoke WPP agency team, partnered with the L'Oreal-owned brand to offer creative, content, communications, and influencer capabilities supported by integrated end-to-end marketing services.

Plus, a giant working hair-dryer delivered windblown looks for a dramatic photo moment, and permanent bracelets were offered on site—a nod to how the product strengthens hair.

Keep scrolling to see key vendors and more from inside the Garnier Fructis Hair Filler event...

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