The vibe was sophisticated influencer meets science fair as Garnier Fructis officially unveiled its Fructis Hair Filler line, complete with Instagrammable props such as a giant green hairdryer and an illuminated O-shaped swing.

The event, held in LA on February 28, looked to inform and educate a mix of editors and influencers on the science behind the products, which aim to repair the inner fibers of hair. The brand’s chemists were even on hand donning white lab coats to consult with party guests, each of whom went home with a Hair Filler system most suitable to their needs.

“We see ourselves as a green beauty brand with a premium scientific formula, and this ambience taps into that,” said Alexa Kimiabakhsh, Brand Marketing Manager for Garnier.

She added that expectations for the 11-SKU offering at Garnier, which is owned by L’Oréal, are especially high. To drive awareness, the launch will receive extensive media across all channels, and multiple activations leveraging brand ambassadors such as Charli D’Amelio and dermatologist Dr. Muneeb Shah, both of whom were at the event, and combined have more than 200 million social media followers. Other celebrity guests included singer-songwriter Victoria Monet and actress Xochitil Gomez. Future activations will promote a content series with D’Amelio and Shah, as well as advertising on the exterior of the Sphere Arena in Las Vegas later this month.

While the line began rolling out at the start of 2024, the splashy launch was timed to coincide with retailers resetting their inventory. Free of ingredients such as sulfates, parabens, phthalates and mineral oil, the collection consists of three different hair systems, each designed as a multi-step regimen including shampoo, conditioner, and a leave-in serum. One collection, Strength Repair with Vitamin Cg line, looks to fortify weak and damaged hair with citric acid, the aforementioned vitamin Cg, and a proprietary Repair Care Complex. For colored and bleached hair there’s Color Repair with Ceramide, which aims to add vibrancy to hair. And for curly and wavy hair, Moisture Repair with Hyaluronic is designed to hydrate locks.

The Inner Fiber Repair Treatment, which is a universal pre-shampoo product formulated with 15% peptides, is stand alone to the systems and can be used on all hair types.

All products are priced at $9.99.

“Products are designed to penetrate hair seven layers deep, reversing one year of damage in one use. We’re taking many different hair concerns and focusing on repairing the hair from the inside out,” she said.

The new line reflects the skinification of hair care trend, with consumers being guided to engage in multiple hair washing steps instead of just the standard shampoo and conditioner.

“What’s great about this is the maximum amount of time you need to have anything in your hair is five minutes,” she said, noting this instruction is related to the Inner Fiber Repair Treatment. “Consumers are looking for a way to go in depth with their routines to get benefits. With damage caused by color, heat styling, or chemical treatments, people are ready to invest in good products for the long-lasting health of their hair.”