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Elle begins TikTok promotion

The Lagardère Group has begun a social media initiative in support of its Elle Canada and Elle Quebec magazines. The effort consists of accounts on social media site TikTok that will offer subscribers content related to fashion trends, beauty tutorials, cultural recommendations, astrology predictions and Fashion Weeks coverage. The Chez Elle series will also feature behind-the-scenes content from the magazines. The content will be produced in association with Group KO.

To coincide with the launch of the accounts, the magazines have begun a promotion in collaboration with Vichy in support of its Mineral 89 skincare product line. This promotion will include TikTok videos featuring Théo Dupuis-Carbonneau, Elle’s head of beauty content, presenting a makeup tutorial incorporating the product. The promotion also includes a contest component, the winner of which will receive a collection of Vichy Mineral 89 products.

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