Garnier taps 'Love Island' star to pitch hair 'moose' to next generation

Garnier’s Garnier brand partners with Love Island star TJ Palma to promote Fructis Curl Construct Creation Mousse. Palma is cast in a fictional role as Garnier’s new social media marketing consultant, tasked with creating a mousse campaign. He mistakenly develops a moose campaign, and Garnier teases the error with Instagram posts themed around the animal. The brand aims to generate organic buzz through online and offline activations, including paparazzi-style sightings of Palma in a moose costume and a video modeled after The Office. A get-ready-with-me video shows Palma using the mousse product after the mix-up. Full campaign elements begin rolling out mid-May.

"Garnier is leaning into wordplay and social chatter as it looks to introduce its newly repackaged mousse to a younger generation of consumers. Staging headscratching moments to spark consumer curiosity online before following up those stunts with brand content has been leveraged by other companies like CeraVe and Raisin Bran. When done right, the strategy has proven to be an effective way to generate organic buzz and blur the lines between entertainment and marketing."

"At the center of Garnier's campaign is Palma, a former "Love Island" contestant who has garnered attention for his curly hair routine. A video that launched Thursday apes the style of "The Office," tracking Palma's appointment as a Garnier social media marketing consultant who is tasked with developing a campaign backing the brand's mousse. Palma misinterprets the assignment, putting all of his energy behind a moose campaign, but redeems himself with a get-ready-with-me video showcasing how he uses Garnier's product."

"Garnier will continue its attempt to drive organic buzz via online and offline activations, including paparazzi-style sightings of Palma in a moose costume and a video modeled after "The Office." Full campaign elements will begin to roll out mid-May."

"Key to the campaign is Palma's fictitious appointment as Garnier's new social media marketing consultant, which sees him mistakenly develop a moose campaign instead of a mousse campaign. Garnier on Wednesday teased the mix-up on Instagram with context-free posts themed around the animal."

Read at Marketing Dive