Cher isn’t usually someone who needs an introduction, but her latest role might surprise you. In Garnier’s newest campaign—unveiled today—the icon brings her signature sleek, glossy hair front and center, this time alongside actress Xochitl Gomez. Beyond their star power, the two are connected by one thing: great hair. And, as it turns out, the same go-to product: Garnier Fructis Diamond Sleek Shine-Coat Smoothing Spray ($8).
The campaign draws inspiration from the instantly recognizable “Cher hair” aesthetic—sleek, ultra-glossy, waist-length strands that have become a cross-generational beauty reference. In the video, Cher lets both viewers and Gomez in on her hair-care secret (which, of course, is Fructis Diamond Sleek).
Gomez spots Cher across the room and is immediately starstruck, but she’s dealing with frizzy, unruly hair. Cher steps in, handing over the product, and with a blow dryer, a round brush and Fructis Diamond Sleek, Gomez’s hair transforms into smooth, high-shine strands worthy of the icon.
This isn’t Garnier’s first celebrity partnership around the product. In March, supermodel Gisele Bündchen became the brand’s first-ever global ambassador in its 120-year history. In her debut campaign, she takes viewers through Miami—signing contracts, sharing wellness rituals (think yoga and ice baths) and eventually landing in Garnier’s labs to spotlight the hero Fructis Diamond Sleek formula.
Though each star has a distinct aesthetic, Fructis Diamond Sleek works for all of them. The lightweight, vegan anti-frizz spray promises up to 100 hours of frizz control and is designed to be used before heat styling to enhance smoothness and shine. The formula features a vegan keratin smoothing complex and argan oil and is activated by heat, offering frizz control, shine and heat protection in one step. To use, spray generously on damp hair and blow-dry in sections with a brush to create tension. Once dry, expect a noticeably smoother, glossier finish.
