COSMAIR TOUTS L'OREAL LINE
By Adnews Staff
Montreal-based Cosmair Canada will bring its outdoor campaign to Toronto in early 1999. The ads, which support the company's L'Oreal line of hair care and skin care products, have been running in Montreal since late November. They feature four models and the headline "Parce que je le merite bien." (Because I'm worth it!) The goal of the ads is to show that there is a L'Oreal product for everyone. The four models used are Vanessa Williams, which represents ethnic diversity, Andie MacDowell, representing the mature woman, as well as Claudia Schiffer and Milla Jovovich, which targets young women. The campaign was created by Marketel of Montreal. The L'Oreal line of products includes Preference, Excellence Creme, Casting and Feria hair color products, Studio Line styling products, the Plenitude skin care line, L'Oreal cosmetics and the Vive line of shampoos and conditioners.