Building on the relationship that began last winter, CBC’s Fashion File and cosmetics line Lise Watier have extended their partnership for a second season in a twelve-week multi-platform initiative ending December 24. New this year, according to Angela Ceppetelli, customer marketing manager at CBC, is the introduction of the cosmetics brand to Fashion File’s print partner, Fashion magazine. Advertorial appeared in the mag’s holiday issue and email blasts were sent to Fashion subscribers, inviting them to tune in to Fashion File. Like last year, CBC produced a series of 12 minute-long vignettes airing weekly in the style of a Fashion File segment disseminating beauty tips using Lise Watier products and driving traffic to fashionfile.com and lisewatier.com. Ceppetelli says the partnership has proven to be a great brand fit, with last year’s program affecting overall sales of Lise Watier product. CBC hopes to renew the partnership next year and is looking to add a contest element.
