SHOPPERS DRUG MART LOOKS IN MIRROR
By Adnews Staff
Shoppers Drug Mart is focusing on its cosmetics department in a new television spot from its agency TBWAChiatDay. The spot is designed to challenge women to think about what beauty means to them while reminding them true beauty starts with confidence and self-esteem. The spot, called "Mirror", opens on a woman sitting at a mirror applying makeup. She is interrupted by three "beauty experts" who tell her she would be truly beautiful if she were blond, if she had plastic surgery and if she looked like a supermodel. The woman eliminates each expert in turn with high winds, an explosion and a seat-ejector. "Our cosmetics shoppers know that looking good is about feeling good about themselves and not simply about beautification," said Neil Everett, senior vice-president of marketing communications for Shoppers Drug Mart. "We wanted to show our customers that they will have a positive and supportive experience when buying cosmetics at Shoppers Drug Mart through their interaction with their neighborhood cosmetician." Mirror is running in English Canada for seven weeks.