Lise Waiter begins Fashion File vignette campaign
By Adnews Staff
Cosmetics manufacturer Lise Watier has begun a campaign with CBC Newsworld program "Fashion File" that will promote its products through a series of vignettes. In association with the specialty channel and Carat Canada, Lise Watier has produced a series of 13 60-second vignettes, made in the style of a Fashion File segment, that describe to viewers how to use the company's cosmetics to achieve the latest makeup styles. One clip will air each week from Jan. 17 to April 25. The clips also direct viewers to the FashionFile.com website where all the videos will be available. In addition, Fashion Magazine will carry a double-page spread in its March issue that will promote the same products. Approximate 20,000 of the magazine's subscribers will receive email inviting them to watch the show and visit the website to see the videos. At the retail level, Lise Watier cosmetic counters will distribute brochures containing information used in the vignettes. "This innovative program delivered on Lise Watier's marketing objective, which was to integrate their products in a variety of media platforms," said Doug Brooks, general manager of CBC Media Sales and Marketing. "The result of this partnership is a completely inclusive cross-promotional effort."