GARNieR

Objective

Build awareness of, and activate usage strategy for, Garnier’s Damage Eraser product, which was designed to eliminate wear and tear on women’s hair that comes from the use of hot styling tools like hair dryers, straighteners, and curling irons.

Solution

A strategic partnership with Remington Hot Styling Tools.  Remington is the nation’s second largest brand in the category with full distribution at Walmart and Target, which are two channels of importance to Garnier.  By adding samples and coupons of Damage Eraser to boxes of Remington Hot Styling Tools, Garnier was able to promote the product to their target demographic and was able to reinforce a usage strategy which enabled women to be comfortable styling their hair with hot tools.

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