For the past two years, as part of its marketing activities in Quebec for five of its personal care brands, Procter & Gamble has been the sole sponsor of a month of woman-oriented springtime movies on the TVA network.

For this year’s Destination Tendance, which concludes on May 10, P&G introduced 14 minutes of showmercials for Nice n Easy, Pantene, Olay, Cover Girl and Crest. Broken into six segments per movie, each evening’s content features one of four Quebecoise – who won an online contest – undergoing a makeover using brand products. With popular personality Genevieve Bourne as host of the spots, each woman is shown being tended to by experts, such as celebrity hairstylist Denis Binet. The final showmercial will feature the results of all four makeovers.

Additionally, P&G is running four minutes of regular brand advertising during the five-week campaign, for total exposure of 18 minutes during each Thursday-night movie. The showmercials will repeat on Sunday-morning Cinéma au lit movies from May 17 to June 25. TVA handled all aspects of the initiative, including media planning.

The makeovers, plus product pitches, may be viewed at: www.destinationtendance.com.