Garnier: #NourishedHairBetterColor TikTok Challenge

Garnier needed to launch Color Naturals in Cambodia in a way that built awareness, educated consumers about the product's nourishing benefits and created buzz, in a category where home hair colour still carries doubts about results and hair health.

Paid KOL content alone would reach audiences but not convince them; the launch needed ordinary people to take part and show real results.

Ruder Finn Era designed the launch as a participatory challenge on TikTok, the platform where Cambodian beauty conversations happen. KOLs opened the #NourishedHairBetterColor challenge with PR box unboxings and hair colouring content that demonstrated the product's benefit in a fun, shareable way.

To amplify reach, each KOL nominated friends and family, passing the challenge outward until it reached the public. The mechanic encouraged organic participation and authentic storytelling, so the campaign showcased not only product benefits but the enjoyable, community moments around colouring hair together.

Paid and organic content combined to give the launch both scale and credibility.