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Lise Watier Partners with Quebecor

Lise Watier Partners with Quebecor to Unveil New Muse Sarah-Jeanne Labrosse

Several of the group’s media properties will be leveraged for this major campaign

Prestigious cosmetics, skin care and fragrance brand Lise Watier Cosmetics has chosen to partner with Quebecor to unveil its new muse, Sarah-Jeanne Labrosse. Ms. Labrosse also serves as muse for Révolution (TVA), Quebec’s biggest dance competition show. A major campaign, including a cross-promotion with Jean Coutu pharmacies, will be deployed across several Quebecor properties (TV, print and digital).

Groupe Marcelle, owner of Lise Watier Cosmetics, wanted to leverage the popularity of the dance competition show Révolution – drawing over 1.2 million viewers each week – to unveil its new spokesperson Sarah-Jeanne Labrosse, in collaboration with women’s magazine Clin d’œil (TVA Publications).

Advertising/Content Collaboration

The December edition of Clin d’œil, in newsstands today, features cover girl Sarah-Jeanne Labrosse, who is also showcased in an exclusive interview. The issue also includes a behind-the-scenes look at the cover photo shoot, a brand ad, and co-branded content in the form of a tutorial explaining how to reproduce Sarah-Jeanne’s look using Lise Watier cosmetics.

In addition, all copies of the magazine sold in Jean Coutu locations include a sample of Lise Watier’s V Element Volcanic Minerals mascara. And in the Jean Coutu cosmetics section, shoppers will see a dangler with a promotional offer of a free three-month subscription to Clin d’œil, available with the purchase of a Lise Watier product and the December issue of the magazine. On TV, the campaign is rolled out in the form of a 15-second commercial promoting the brand’s partnership with its new muse, airing during Sunday episodes of Révolution on November 11, 18 and 25, and on December 2.

On October 11, the November issue of Clin d’œil featured a promotional teaser ad, as well as co-branded content about Sarah-Jeanne Labrosse’s beauty kit. 

Reactivity & Agility

Through this campaign strategy, the advertiser benefits from the reach and impact of Quebecor’s media platforms, as well as its team’s media creativity resources, and the close relationship between its brands and its sales force. “Everyone worked hand in hand to find inspiring commonalities between client needs and brand DNAs,” explains Donald Lizotte, Executive Vice President, Advertising Network, Quebecor, and Vice President, Sales & Media Creativity, TVA Group. “We helped a strong, well-known brand partner with a popular show, and with its spokesperson – who happens to be one of Quebec’s most beloved personalities.  We also managed to integrate a top-tier retailer to create a call to action that serves the purposes of everyone involved. Once again, we’ve demonstrated our reactivity and agility, by developing and producing a powerful 360-degree campaign.”

“We’re delighted to collaborate with a Quebec media industry leader in order to promote our partnership with Sarah-Jeanne Labrosse,” adds François Lafortune, Vice President, Marketing, Groupe Marcelle. “The synergy between Lise Watier, Quebecor brands and Révolution was perfect, because we all share the same muse. By being present on TV, online, in magazines and in-store, we managed to efficiently communicate this major news to our target audience.”



Media Creativity Strategist: Véronique Tétreault-Ayotte

Representatives: Stéphanie Mercier & Jean-Philippe Charest

Marketing Consultants: Isabelle Théberge & Serge Allard

Producer: Julie Beaudoin

Project Manager: Louise Leclerc & Marie-Josée Smith

Marketing Manager for TVA Publications: Audrée Marois

Groupe Marcelle

Make-up Product Manager – Lise Watier: Kathleen Théorêt

Group Manager, Care & Fragrances: Rodrigo Padilla


About Quebecor

Quebecor, a Canadian leader in telecommunications, entertainment, news media and culture, is one of the best-performing integrated communications companies in the industry. Driven by their determination to deliver the best possible customer experience, all of Quebecor’s subsidiaries and brands are differentiated by their high-quality, multiplatform, convergent products and services.

Quebecor (TSX: QBR.A, QBR.B) is headquartered in Québec and employs more than 10,000 people in Canada.

A family business founded in 1950, Quebecor is strongly committed to the community. Every year, it actively supports more than 400 organizations working in the vital fields of culture, health, education, the environment and entrepreneurship.

About Lise Watier Cosmetics

Since its inception, Lise Watier Cosmetics has continuously evolved while still   holding true to its core values of quality, innovation, and diversity. A paragon of the beauty industry, it specializes in the production and distribution of prestige cosmetic, skin care and, fragrance products, many of which have become essentials in the makeup bags of thousands of women across Canada and the world.

In February 2016, Lise Watier Cosmetics joined Groupe Marcelle Inc.  to become the largest   Canadian company in the beauty industry. Groupe Marcelle’s vast expertise in research and development and its modern manufacturing facilities provide even greater resources and opportunities for the Lise Watier brand to launch   creative and innovative products that surpass the highest expectations of today’s women. Together with Groupe Marcelle’s other renowned brands, Lise Watier Cosmetics employs almost 350 people and distributes some 450 products to over 1,500 points of sale across Canada, as well   as online across North America.


Annie Martineau| Media Agent, TVA Group/Quebecor

annie.martineau@tva.ca | 514 947-4522

Marie-Jeanne Morier | Public Relations, Lise Watier

marie-jeanne.morier@groupemarcelle.com | 514 735-4959, ext. 323