COSMETICS FIRM FOUNDER FACES CHANGE
By Adnews Staff
Lise Watier is no longer the face of her company. For years the founder's image has appeared on the boxes of products from her Quebec-based cosmetics firm, Lise Watier Cosmétiques. But the recently launched Equilibre skin care line does not have a single photo of the lady on the packages, just her signature. The reason: Watier wants to appeal to all age groups. "What's going to happen when I'm 78?" asks the pragmatic entrepreneur. In line with this new strategy, the LG2 agency in Montreal put together a campaign that started with three different posters showing models aged 25, 30 and 35. These were teaser ads, showing no company or product name, carrying the headline "Protégeons les beautés naturelles du Quebec." This translates: "Let's protect Quebec's natural beauty." The follow-up Omnicolumn posters show the models' faces along with the Equilibre name and Lise Watier's signature.