Carat Canada widens Lise Watier Cosmétiques mandate

The cosmetics brand is leveraging its sponsorship of ADISQ by engaging consumers in a drive-to-store campaign that celebrates Quebec's most popular singers.

Carat Canada is adding some new palettes to its Lise Watier Cosmétiques account slate. Its sister companies, Isobar and Velocity, will now be helming digital strategies, event marketing and public relations for the cosmetics brand, adding to the agency’s communications and sponsorship dev plans for the co.

The partnership with the ADISQ gala, which celebrates Quebec’s music and video industries and airs on Radio-Canada Nov. 1, builds on Lise Watier Cosmétiques six-year-long sponsorship of the music event. It is part of the 2009 communication plan developed and executed by Carat Canada’s team.

The move has the team helming a new voting campaign for Québec’s most popular singers, announced at an ADISQ press conference it organized in Montreal earlier this month for Lise Watier Cosmétiques and new partner PJC Jean Coutu. Consumers can now vote for their favourite male and female Quebec singers at cosmetics counters throughout the pharmacy chain, for a chance to win a trip for two to Paris and tickets to the gala.

‘Lise Watier Cosmétiques wanted to be associated to the property that celebrates Quebec’s great talent and add a touch of glamour to an important event,’ Aegis Media/Velocity SVP Ody Giroux tells MiC. ‘The overall strategy is to target a younger audience (18 to 34 years old) by being associated with the music industry, and the ADISQ gala is one of the most popular events in the province of Quebec.’

The sponsorship of the voting campaign runs through Oct. 5, and the sponsorship of the gala through Nov. 1, giving Lise Watier two months of visibility in association with ADISQ.

The media plan for the voting campaign includes TV spots on SRC, 30-sec spots on radio and print ads in seven daily newspapers, all aimed at inviting customers to visit the Lise Watier cosmetics counter in PJC Jean Coutu.

Giroux tells MiC Carat is currently working on other sponsorships for the brand in the province of Québec and in Toronto, which will be announced later this year.