Sephora Canada has chosen Montreal-based Bleublancrouge as its first creative agency.

The contract includes creative development and execution of the cosmetic retailer’s campaigns throughout the year, including print, digital, in-store and OOH. “A combination of original creative and adaptations will also be produced for such major brands sold in-store as Kat Von D Beauty and Ole Henriksen,” the agency said in a press release.

The first campaign is expected to launch in May.

Other Bleublancrouge clients include Air France-KLM, Bell, Loto-Québec, PPG (Sico) and the Quebec Toyota Dealers Association.

Sephora opened its first Canadian store in Toronto in 2004. The brand has 1,900 stores in 29 countries worldwide, with its North American headquarters in San Francisco and corporate offices in New York and Montreal.