As the summer sun blazes down, Garnier has launched a vibrant new campaign that promises to excite Gen Z consumers. Dubbed the "Summer Palette by Garnier Color Mix," this initiative marks a significant collaboration with Shopee, aimed at blending online and offline experiences in a way that resonates with the younger generation. The event, which took place on April 11, 2025, showcased a dazzling runway in the heart of Siam, featuring nine renowned fashion brands, including Aimer, Homeboy, Stylist Shop, Beming, Slurboyy, URTHE, Sisters Fabrics, Chuuchop, and Malimays.
Garnier Color Naturals Thailand has embraced the trend of #OOTD (Outfit of the Day), which has gained immense popularity among Gen Z. This trend encourages individuals to creatively mix and match their outfits daily, reflecting their unique styles. The excitement doesn't stop at clothing; hair color has become a crucial part of this expression. Through the Summer Palette campaign, Garnier aims to empower young people to reinvent their looks by experimenting with hair colors that complement their outfits.
Kunchai Nasamayanont, Brand General Manager of Garnier Thailand, emphasized the strong connection between hair color and fashion. He stated, "Color is closely related to fashion and is a way for Gen Z to express themselves." He noted that the summer season, particularly during school holidays, is an ideal time for young people to change their looks, including trying new hair colors.
The campaign's highlight is the introduction of a new hair color, Brilliant Pink, a pastel shade designed specifically for fashion-forward youth. This vibrant hue is intended to enhance their summer looks, offering a fresh and playful option for self-expression. Nasamayanont explained, "We want to help Gen Z express themselves through hair color and fashion, and this new shade is perfect for that."
In collaboration with Shopee, Garnier has created a seamless integration of online and offline activities. The event featured a live shopping zone and a Click and Collect option, allowing attendees to purchase products on-site and pick them up immediately. Additionally, the campaign incorporated virtual experiences, including an augmented reality (AR) technology that assists consumers in finding their perfect hair color.
One of the most innovative aspects of the Summer Palette campaign is the Virtual Mix and Match Room. This digital dressing room allows participants to experiment with various hair colors and fashion combinations, providing a preview of their looks before making a purchase. This interactive feature aims to enhance consumer engagement and facilitate informed buying decisions.
The fashion show, a centerpiece of the event, featured KOLs (Key Opinion Leaders) like Nene Pornnappan, who is the muse for Garnier Color Naturals, alongside members of the DICE KOLs team. The runway was ablaze with creativity as models showcased stunning hair colors paired with outfits from the participating brands. Attendees could scan models' hair colors and clothing with their smartphones, instantly linking them to Shopee's online store for easy purchasing.
"The fun of this event is that we partnered with Shopee to create a unique experience that merges the online and real worlds," said Nasamayanont. "We utilized digital technologies to connect fashion and hair color with Gen Z, who are increasingly digital natives. Our goal is to make the shopping experience as engaging and accessible as possible."
According to the campaign's insights, Garnier aims to attract a broader Gen Z audience by highlighting the #OOTD trend, which encourages young people to express their individuality through their style choices. This strategy aligns with the growing consumer trend of valuing personal expression and creativity in fashion.
As the campaign unfolds, it reflects not only Garnier's commitment to innovation in beauty but also its understanding of the contemporary consumer landscape, particularly among younger demographics. By tapping into the desires of Gen Z for unique self-expression, Garnier is positioning itself as a leader in the beauty industry.
In a broader context, the Summer Palette campaign coincides with significant shifts in consumer behavior, especially in the wake of economic challenges. According to recent insights from Mindshare Think Tank 2025, consumers are increasingly making informed purchasing decisions, focusing on value and experiences. This trend is particularly relevant for brands like Garnier, which aims to resonate with price-conscious yet style-savvy shoppers.
Warawil Sonjareon, Planning Director at Mindshare, noted that while the economy may be sluggish, consumers are not necessarily spending less; rather, they are spending more wisely. He emphasized the importance of understanding consumer needs and providing satisfying experiences, especially through platforms like Shopee that cater to the growing demand for e-commerce.
Moreover, the integration of AI in shopping experiences is reshaping consumer behavior. With platforms like TikTok and Shopee allowing for more personalized shopping experiences, brands must adapt to these changes to remain relevant. The trend of using AI to enhance shopping experiences is particularly appealing to Gen Z, who prefer engaging and interactive platforms.
As Garnier embarks on this exciting journey with the Summer Palette campaign, it not only aims to elevate hair color trends but also to foster a sense of community among young consumers who are eager to express their identities through fashion and beauty. This initiative showcases the brand's commitment to innovation and its understanding of the evolving landscape of consumer preferences.
In conclusion, the Summer Palette by Garnier Color Mix is more than just a campaign; it's a celebration of individuality and creativity. By merging fashion and beauty in a way that resonates with Gen Z, Garnier is setting a new standard for how brands can engage with consumers in a meaningful way. As the summer unfolds, the excitement surrounding this initiative is sure to continue, inspiring young people to embrace their unique styles and express themselves boldly.
