The brand Garnier has unveiled its first global brand film titled “The Signature”, marking the beginning of a new chapter in its communications and introducing Gisele Bündchen as its global ambassador. The campaign was developed in collaboration with Publicis Conseil and production partners Prodigious and Iconoclast, with direction by Matthew Frost.
The film uses a narrative approach and a mockumentary format to present the next phase of the brand’s development and its communication platform “Made to Feel Good”. The story follows a meeting between Bündchen and the brand team in Miami, where a formal discussion about collaboration gradually evolves into a story about shared values related to wellness, sustainability and an approach to beauty that combines nature and science.
Unlike traditional beauty campaigns that focus on individual products, the film is conceived as a broader brand narrative. The focus is on positioning the brand and its approach to formulas that combine ingredients of natural origin with scientific research, as well as on the idea of an accessible beauty routine oriented toward everyday wellbeing.
The launch of the film follows a three-year transformation process within the company, during which Garnier worked to reconnect with its own brand heritage. Since its founding in 1904, when the company was established by Alfred Amour Garnier, nature has represented a central element of product development, which is now being reinterpreted through a concept the brand calls High-Tech Nature.
Creatively, the campaign deliberately moves away from the dominant format of short social videos and instead relies on a longer film format and dialogue between the protagonists. In this way, it aims to present a broader context of the brand, its values and its long-term strategic positioning within the beauty and wellness industry.
The campaign will be distributed globally through the film, digital channels and social media, with “The Signature” serving as the central element of Garnier’s new communication platform.
