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Dior begins online video campaign with Elle

Cosmetics company Dior has begun a promotion in association with fashion magazine Elle Canada. Called "Shop Spring Beauty," the campaign consists of three co-branded online videos containing embedded links viewers can click to immediately buy the featured products. The 60-second videos demonstrate products from Dior's spring line, focusing on blushes, lip treatments and eye makeup respectively. According to the company, this is the first time Dior has conducted a digital product integration initiative in Canada.

The videos have been posted online at <>. They are also been seen in the magazine's tablet edition and with a smartphone application used in conjunction with the print edition.

"Our readers loved our fashion-themed shoppable video series that we launched last fall with Hudson's Bay," said Elle Canada editor-in-chief Noreen Flanagan. "They were a first in Canada and a first in the Elle international network. We wanted to bring that same level of innovation, creativity and interactivity to beauty, which is why we worked with Dior to create three shoppable how-to videos that will inspire women this spring."

The videos are part of a larger branded content campaign Dior is conducting with Elle Canada through retailer Hudson's Bay. The six-week effort will include print, tablet and online materials, along with in-store promotional workers offering makeup consultations. Elle Canada is published by TC Media.

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