L’Oreal USA’s Garnier launched a new scalp-focused hair care line in October exclusively at Walmart.
The Garnier Fructis Pure Clean Hair Reset collection rolled out to walmart.com and more than 4,200 of the mass merchant's 4,743 stores, and comprises a hydrating serum and conditioner, an anti-residue scrub, and shampoos for hydrating, clarifying or rebalancing hair and scalps. Priced at $6.97 each, the six products enjoy secondary merchandising space in Walmart stores via a dedicated endcap display that touts the line’s ability to remove residue from hair and skin.
"We are seeing skincare influence the hair care category now more than ever,” Garnier president Alanna McDonald said in a media release. “Our consumers are interested in hair care products inspired by their everyday skincare because they know those ingredients deliver on clean. The new Pure Clean Hair Reset collection includes products that contain popular skincare cleansing ingredients like charcoal, and micellar agents to address everyday build-up from styling products, gels, and dry shampoo. We are delighted to collaborate with Walmart to bring this unique offering to life."
Garnier has promoted the launch with a 15-second TV spot (see video at bottom) and multiple Instagram updates, some of which depict beauty influencers, including @mualesandro and @ariellecalimquim, sampling the SKUs. Additionally, Garnier is running Ibotta rebates through Nov. 1 promising $1 cash back on the purchase of Garnier Fructis Pure Clean Hair Reset shampoo, conditioner, anti-residue scrub or hydrating serum, plus an additional $3 for shoppers who redeem two offers. Facebook updates and Google search ads also support.
Walmart has had a close partnership with Garnier, previously piloting the brand's virtual hair shade selector augmented reality tool at 10 stores in 2019. The new line extension is the latest move in Walmart’s efforts to woo Gen Z shoppers with its unique beauty and personal care offerings, which also include new exclusives from Bubble and Uoma Beauty.
"We have a long-standing relationship with Garnier, and their brand is one our customers know and love,” Walmart vice president, beauty Musab Balbale said in the release. “It was important for us to collaborate on an exclusive product line to meet the needs of our Gen Z customers and reinforce our commitment to all customers. The launch of the Fructis Pure Clean Hair Reset collection expands our selection of on-trend products with sophisticated formulas and ingredients that deliver impressive hair and scalp benefits at an incredible value."