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The brand demonstrates how the new Sleek & Stay Hair Serum passed the "torture test" and keeps her hair sleek despite her life's high-energy moments.
April 30, 2025
By: Lianna Albrizio
Garnier Fructis is turning up the heat with the launch of its latest innovation, Sleek & Stay Hair Serum, and global recording artist Becky G is putting it to the test as the brand’s new ambassador.
“We’re thrilled to welcome Becky G to the Garnier Fructis family,” said Ali Fakih, SVP of marketing at Garnier. “From her success in the music industry to her status as a global beauty icon, she continues to captivate audiences with her fearless attitude and relatability. She’s a true icon for a new generation—bold, creative, and always evolving. Her confidence, energy, and dedication to authenticity make her the perfect ambassador for Fructis.”
In the new campaign, “Put It to the Test,” Becky hits Club Sleek. From a near crash with a waiter to a sweaty dance floor and high wind from a stage fan, Becky keeps her hair flawlessly styled, proving that Sleek & Stay passes all her tests as the ultimate defense against frizz and humidity. The real challenge, however, lies in her “always on” lifestyle. Whether performing under hot stage lights, dashing through airports or dancing the night away, Sleek & Stay is the singer’s go-to secret for ultra-sleek, humidity-resistant hair that lasts up to five washes.
“This campaign is special to me because it’s all about confidence and self-expression—things I really live by,” she said. “Everyone should have the tools to look and feel their best, no matter what life throws their way, and that’s exactly what Garnier Fructis is doing. Sleek & Stay isn’t just about looking good; it’s about being in control—whether I’m on stage, in the studio, or on the dance floor. I got a sneak peek at Premio Lo Nuestro, running around backstage between the red carpet and my performance, and let’s just say—no frizz, no flyaways, just sleek perfection.”
Brought to life in collaboration with creative agency Artisan Council, Becky G and Garnier Fructis are set to roll out exclusive creative, social content and live activations throughout the year. While details remain under wraps, fans can expect some “major moment”s ahead that celebrate Becky G’s passion for music and beauty.
View the campaign here:
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