About Marketel

Founded in 1997, Marketel is one of the largest advertising agencies in Quebec,
offering integrated services in advertising, promotions, sponsorships, design and media.
It is majority-owned by Quebecers and associated with McCann WorldGroup,
a major international communications network that provides Marketel
with access to world class information and services in 205 cities and 132 countries.

A WORLD FIRST FOR L'ORÉAL PARIS

/whats_happening/03-25-2010

Mes secrets de beauté (My Beauty Secrets), a series of 32 short programs jointly created by Marketel and Match Prod, was launched on the TVA network on March 9, 2010. This initiative is a worldwide first for L'Oréal Paris, a global beauty leader in skincare, cosmetics, haircare and haircolour. In each program, real Québec women talk about their individual approaches to beauty and share makeup secrets as they create their own personal looks with L'Oréal Paris cosmetics. "L'Oréal Paris has chosen this very personalized means of helping forge closer ties to the brand and encourage dialogue with an important consumer base, the women of Québec.

It's quite a different approach from the usual communications mix for the cosmetics line," says Lucie Dumas, Vice-President at Marketel. Presented from the consumer's perspective, the programs are designed to offer a unique experience for Québec viewers, creating a personalized, intimate environment in which to discover the features and benefits of a wide range of L'Oréal Paris cosmetics products while reinforcing the brand's leadership position as a beauty expert.

Mes secrets de beauté is broadcast on Tuesdays, Wednesdays and Fridays at 8:59 p.m., as well as during Salut Bonjour on Fridays around 6:45 a.m., and Saturdays and Sundays around 8:50 a.m. Viewers and Web users are also invited to share their beauty secrets and join the Facebook discussion group dedicated to the program. Internet users have access to the group via the program's website: www.messecretsdebeaute.ca See a short TV program: My Beauty Secrets

ADVERTISER: L'Oréal Paris Canada CLIENT SERVICES: Lucie Dumas, Vice-President PRODUCTION: Match Prod 3-D ANIMATION, PRODUCTION: Fly Studio

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