Shoppers Drug Mart begins Always on Beauty campaign
By Adnews Staff
Retail chain Shoppers Drug Mart has begun a new marketing campaign called "Always on Beauty" in association with Shaw Media. The 39-week effort will be conducted in collaboration with Global Television entertainment program ET Canada. It will consist of on-air, online, in-store and social media elements featuring show hosts Sangita Patel and Natasha Gargiulo and examining trends in cosmetics.
Each week, a makeup artist will recreate a seasonal beauty style seen on a celebrity using products available at Shoppers Drug Mart. The on-air segments will run each Friday on ET Canada. Patel and Gargiulo will also appear in a series of video vignettes that will air on other Shaw Media properties. Products demonstrated in the segments will be sold online at <http://www.shoppersdrugmart.ca/beauty> and displayed on co-branded installations in stores. The segments will also be hosted online at <http://www.etcanada.com/style>, along with photo galleries and other content.
"ET Canada is a leader in delivering rich and engaging content that resonates with its viewers, and partnering with one of Canada's most trusted brands allows us to cultivate a new audience," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "The largest partnership for ET Canada to-date, the captivating on-air, digital and in-store content offers viewers and consumers alike a fresh perspective on beauty."