The Garnier Toque Seco campaign turned the insight “there’s no moisturizer for me in Brazil” into a bold strategy: creating the first moisturizer even for those who hated moisturizers. With a mystery TikTok sampling of 100,000 units, it sparked FOMO, went viral, and converted haters into lovers — achieving record sell-out, market share growth, and a permanent place in consumers’ routines.