Health & Beauty


L’Oreal’s digital makeover

Strategy sits down with CMO and chief communications officer Marie-Josée Lamothe for a Q&A about how the brand is adapting to an increasingly digital world.


O.B. sends a personal apology

The Johnson & Johnson brand sends its regrets about a distribution problem through a personalized video with the help of Lowe Roche.


Speed Stick grows one for Movember

The Colgate-Palmolive brand changes its strategy and goes digital for its new campaign.


Eccotique Spa and Salon attempts to fight crime

The Vancouver-based spa exchanges gift certificates for confessions from Stanley Cup rioters.


TIFF: L’Oreal follows the trends

The first-time sponsor of the film fest reveals its promotional plans.


Dove’s online song and dance

The Unilever brand enlisted women from the social media realm to show off their ‘Singing in the Rain’ skills.



Just in time for Cannes, we round up the best in Canadian PR.


Pantene is making good hair days easier

The CPG co is launching a massive restage, debuting “New Customized Pantene.”


Men’s grooming: after the shave

Things are getting crowded in the men’s grooming aisle.


Not your Aunt Flo’s advertising

Feminine hygiene advertising is stuck in the 1950s, says the Kimberly-Clark brand, as it introduces U by Kotex with a modernized new look and online educational forum.


PHD Canada and Capital C: Hairapy – Sunsilk, Unilever Canada

The Hairapy campaign surely splits from the hackneyed hair care formula. The brand knows its audience intimately, and speaks to her in a sassy and consistent way across all platforms. The Sunsilk launch last June was one of the biggest ever for Unilever and showcases the importance of creative and media working together seamlessly – a feat in itself.


PHD Canada: Unilever Canada, Dove Cool Moisture – A Cool, Green & Refreshing Clean

Kudos to PHD Canada for turning the tried and true into a cool new medium. Last April, as part of the launch of Dove Cool Moisture Bodywash, the brand’s ‘Fresh Starts’ message piqued consumers’ interest when 540,000 copies of the Metro free daily paper were transformed by cool green newsprint. Sachet samples of Cool Moisture Bodywash were attached to a flex-banner on the cover and a pop-up double-page spread highlighted brand messaging along with a contest and coupon. The cool green editions of Metro hit morning commuters in Toronto, Montreal, Ottawa and Vancouver.


Heart and Stroke Foundation demos donor dollars at work

Want a spiraling metallic device burrowing through your arteries? The Heart and Stroke Foundation of Ontario didn’t think so.


Blood site cybertaps donors

It’s been a long time in the making, but the Canadian Blood Services’ (CBS) foray into building an online community of donors/potential donors is beginning.


Mr. Reach woos the ladies

He’s no Casanova, but Montreal-based Johnson & Johnson Canada is hoping a new advergame starring goofy spokes-cartoon ‘Mr. Reach’ will appeal to women 25-55. Early results are good: within a week of launching, ‘The Mouth of Mystery,’ built by Ottawa-based interactive agency Fuel Industries, had attracted 15,000 unique users. Participants earn a chance to win trips or instant prizes for each phase of the game they complete.