Cher, Xochitl Gomez, & Garnier Unveil New Campaign

Garnier is ushering in a bold new era of sleek hair with a new multi-touchpoint campaign.

This bold campaign brings together global icon Cher and actress Xochitl Gomez in partnership with Garnier, centering the recently launched Fructis Diamond Sleek Spray.

The campaign features a short film in which Cher shares the spotlight with Xochitl Gomez, bridging timeless glamour with modern self-expression. Together, they bring the iconic “Cher Hair” look to an entirely new generation of beauty lovers, proof that transformative hair is for everyone.

Sandra Villarreal, US Brand President for Garnier, said, 

“Diamond Sleek was built on that belief: mirror-like shine, effortless smoothness, zero frizz — no secrets, no special skills required. Pairing Cher with Xochitl Gomez through Dave Meyers’ lens isn’t just a campaign; it’s a statement. ‘Cher Hair’ has captivated the world for decades. Now we’re handing everyone the secret. No barriers. No gatekeeping. Just transformative beauty, made to look good, feel good, and be shared with all.”

The new Diamond Sleek Spray is the highlight of the campaign. It is formulated to deliver mirror-like shine, effortless smoothness, and up to 100 hours of frizz-free hair for every hair type.

Fructis Diamond Sleek Spray is built on Garnier’s core conviction: there is no compromise between nature and highly effective technology. It is infused with up to 8% Vegan Keratin Smoothing Complex and Argan Oil. 

The spray is a lightweight, non-greasy mist and has a heat-activated formula that shields hair up to 450°F. 

Designed to perform across a wide range of hair textures, including wavy and curly hair, Diamond Sleek makes iconic hair achievable with no secrets and no special skills required.

The campaign officially launches today with an immersive consumer experience and a VIP evening celebration honoring transformation, confidence, and iconic beauty.

Garnier is also partnering with Cherlato, Cher’s gelato brand, to host a Diamond Sleek Hair Pop-Up Bar in Los Angeles. 

This public activation brings Cher Hair directly to the community, offering:

• Garnier Fructis Diamond Sleek product sampling
• Live styling stations and on-the-spot touch-ups
• Interactive content creation opportunities
• A limited-edition Garnier x Cherlato gelato flavor

Read Next

Garnier Reintroduces Fructis Curl Mousse with a Moose Campaign

Garnier Names Gisele Bündchen Global Brand Ambassador