Cher, the iconic singer and actress, has recently partnered with Garnier for a new advertising campaign that promotes their latest product, the Fructis Diamond Sleek Spray. This initiative not only celebrates her long-standing love for her own hair but also encourages individuals to embrace their natural beauty. The collaboration was officially launched on 4 June, featuring not only Cher but also the talented Xochitl Gomez, who Cher affectionately describes as “very sweet and funny.”
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In an interview, the 80-year-old artist opened up about her journey with her hair, revealing that she has cherished long hair for virtually her entire life. Cher emphasised her commitment to authenticity in personal style, saying, “I dress the way I want to dress. I don’t dress in trends.” Throughout the years, she has maintained a distinct look that she feels represents her true self, stating, “I have had long hair pretty much my whole life, and I like it, and I’m not changing it.”
The collaboration with Garnier marks a new chapter in Cher’s ongoing quest to enhance her iconic appearance. Sandra Villarreal, the US Brand President for Garnier, described the partnership as more than just a marketing campaign. She noted that merging Cher’s legendary status with Xochitl Gomez’s youthful energy sends a powerful message about beauty that is accessible to everyone. “No barriers. No gatekeeping. Just transformative beauty, made to look good, feel good, and be shared with all,” Villarreal expressed.
Cher also highlighted the importance of hair in a woman’s beauty routine. She stated, “All women’s objective is to look good, and your hair is a big part of it.” Her message throughout the campaign aims to inspire individuals to take pride in their own hair, reinforcing the idea that self-acceptance is an integral part of beauty.
Reflecting on her influences, Cher attributed much of her hair care values to her late mother, Georgia Holt, who she recalls as having “amazing hair.” Holt’s approach to beauty not only laid the foundation for Cher’s hair care routine but also introduced her to essential beauty tools, including eyelash curlers and lip gloss. Cher reminisced about her mother’s insistence on proper grooming, recalling, “My mother used to threaten us every Saturday with, ‘If you guys don’t keep your hair right, I’m cutting it off.’”
Cher has long been aware of the impact that hair can have on one’s confidence, particularly during her early television career alongside ex-husband Sonny Bono. Having had to create multiple looks for their show, she began to rely on wigs but ultimately feels most authentic when her natural hair is cascading around her. She described the necessity of wigs during performances, saying, “It’s impossible not to,” due to the fast-paced changes required during their acts.
Even with her love for long locks, Cher has her moments when managing her hair can be challenging. When she finds it cumbersome, she resorts to a faithful solution: her collection of hair clips. “Most of the time I just clip my hair up when I’m doing stuff because it gets in my way,” she explained. Her attachment to her hair clips is so strong that she confessed to feeling distressed about having lost her favourites—an emotional response that underscores her deep connection to her hair and its management.
In her latest venture with Garnier, Cher is enthusiastic about the benefits of the Fructis Diamond Sleek Spray. The product, infused with a vegan keratin smoothing complex and argan oil, promises to deliver up to 100 hours of frizz-free hair and enhanced light reflection. “It works,” Cher declared, noting her preference for applying the spray lightly across her hair.
For many, Cher’s journey serves as a reminder of the significance of self-expression through personal style and hair care. Her focus on her own experiences offers inspiration to others, encouraging them to celebrate their natural beauty while feeling confident in their choices. Cher continues to be a figurehead not only in the music industry but also as an advocate for embracing one’s true self—qualities that resonate with audiences around the globe.