BE BOLD WITH BEAUTY 2017 EVENT
On August 9th, 2017, select media and influencers were invited to The Hazelton Hotel in Yorkville to partake in the beautyBOUTIQUE by Shoppers Drug Mart’s Be Bold with Beauty Event. Held in The Avenue Suite, guests were invited to meet with Joyce Bonelli, celebrity makeup artist, as she spoke about the many ways people can “be bold” with their makeup choices. Following this, guests were given the opportunity to get their own be bold look, choosing from one of the six looks created for the Be Bold with Beauty Campaign by award winning makeup artist Simone Otis. Once their makeup was complete, each guest had their portrait shot by celebrity photographer George Pimentel.
KERMAX MEDIA PREVIEW ON CITYLINE
On Monday, July 24th, select Toronto based media and influencers attended the KerMax press event to meet with Dr. Michael Carozza, naturopathic doctor, and Grego Minot, Canadian TV personality. Editors were invited to sit with Dr. Carozza to learn about KerMax and how their products work, while Grego spoke about her hair loss after both of her pregnancies. Following this, editors were treated to complimentary blowouts using KerMax products. Sessions were held at Medulla & Co. salon in Yorkville.
MURALE FALL 2017 PREVIEW
On Tuesday, June 13th, Murale hosted a media and influencer event to unveil the Fall 2017 Collection. The event was held in the second floor event space of Peter Pan Bistro, a centrally located venue in the heart of downtown Toronto. Guests had the opportunity to learn about the upcoming beauty collections and skincare innovations set to launch at Murale. Eleven of the top beauty brands were represented by spokespeople, flying in from across North America to share their beauty news with Canada’s top writers. Vendors included Eve Lom, The Organic Pharmacy, Filorga, Rodial and Kat Burki. Upon leaving, guests were given gift bags full of beauty products and cosmetics from the upcoming Fall 2017 launches.
beautyBOUTIQUE Holiday Party 2016
On the evening of Wednesday, November 23rd, 2016, long & short lead editors, influencers and media were invited to celebrate the holidays with beautyBOUTIQUE by Shoppers Drug Mart. Held at Malaparte, the grand venue with floor-to-ceiling windows on the 6th floor of the TIFF Bell Lightbox, the event celebrated the most beautiful makeup looks of the holiday season. Decorated with white Christmas trees, silver gem trees and silver balloon letters, the room was transformed into a winter wonderland.
From 4-7PM guests received complimentary makeup applications, choosing between three beauty looks: copper eye, glitter eye and classic red lip. Throughout the evening, guests were invited to have a digital illustration of themselves drawn by onsite artists, help themselves to oysters and gingerbread cookie ice cream sandwiches, and holiday inspired cocktails. Guests left the event with a personalized engraved fragrance, a $100 beautyBOUTIQUE.ca gift card and a number of beauty products in hand.
Murale Spring 2017 Preview
On the morning of Tuesday, November 15th, 2016, Murale hosted a media and influencer breakfast to unveil the Spring 2017 Collection. The event was held at Portland Variety, a centrally located restaurant in the heart of Toronto’s entertainment district. Guests had the opportunity to learn about the upcoming beauty collections and skincare innovations set to launch at Murale this spring. Nine of the top beauty brands were represented by spokespeople from New York, San Francisco, San Diego and Calgary to share their beauty news to Canada’s top writers. Vendors included Juice Beauty, Lipstick Queen, Plume Science and Eve Lom. Guests left the event with a gift bag full of beauty products and cosmetics from the upcoming Spring 2017 launches.
Victor Henao, Estée Lauder Influencer Cocktail Party
On Tuesday, November 15th, 2016, long lead & short lead media and influencers were invited to a cocktail party at the Penthouse Suite of the SoHo Metropolitan Hotel in Toronto to meet with Victor Henao, Director of Global Makeup Design for Estée Lauder. Between 6-8PM guests were greeted in the lobby and escorted to the private suite, where they were invited to explore the three distinct penthouse floors.
The first floor was inspired by the Kendall Jenner Double Wear Nude Cushion Stick Radiant Makeup advertisements. The second floor was inspired by Kendall Jenner’s look in the Sumptuous Knockout advertising visual and her signature red lip, the Pure Color Envy Liquid Lip Potion in Lethal Red.The top floor of the suite was inspired by the holidays and Kendall Jenner’s look in the Pure Color Envy Hi-Lustre Light Sculpting Lipstick advertisements. Estée Lauder Beauty Advisors were available to offer quick-touch ups on guests and Victor also had a station available to demonstrate techniques on the models/ showcase his artistry for media who were filming and capturing images for social media. After the guests visited each floor, they received an Estée Lauder branded gift bag.
David Yurman Holt Renfrew Vancouver Grand Opening
On Tuesday, October 4th, 2016, David Yurman announced the reopening of their newly renovated shop-in-shop in Holt Renfrew at the CF Pacific Centre in Vancouver. More than 100 esteemed clients, socialites, media and influencers attended the grand opening of the brand’s largest shop-in-shop. Guests were invited to the newly renovated counter for cocktails and canapés, and were able to browse, try on and purchase existing and new collections with help from the David Yurman counter team and personal shoppers.
The event was co-hosted by Ann Goldberg and Nina Bains Cassils from Arts Umbrella. Ten percent of the proceeds from the evening were donated to Arts Umbrella, a not-for-profit arts educations centre where youth cultivate creativity through Performing and Visual Arts programs.
Be Bold with Beauty Junket
At the end of August 2016, beautyBOUTIQUE by Shoppers Drug Mart hosted an adventurous, bold and exciting media trip to Whistler, BC for a select group of top tier beauty editors, bloggers and influencers. In order to reinforce the BE BOLD message, editors were challenged to BE BOLD for four days and three nights. As one of the challenges, they had the opportunity to clip onto and experience four of Canada’s longest and fastest zip lines. In order to incorporate the same narrative, activities such as learning the masterful technique of Champagne sabering and entering the coldest vodka room in the world were part of the week’s itinerary. Guests also participated in a ‘BEAUTY NEVERS’ challenge with makeup artist Simone Otis. Editors revealed their “beauty never” and were challenged to wear the look out for dinner. They received a quick makeup application and had some one-on-one time with Simone Otis. A media preview lunch was hosted at the Fairmont Chateau Whistler and editors were invited to a seated lunch followed by a makeup demonstration speaking to the four Be Bold Beauty looks. Later in the afternoon Shoppers Drug Mart Beauty Experts and Simone Otis worked their magic and created customized BE BOLD with BEAUTY looks for each of them prior to the evening’s activities.
beautyBOUTIQUE by Shoppers Drug Mart & PHYTO Paris 7th Annual TIFF Suite
On Thursday, September 8th & Friday, September 9th 2016, beautyBOUTIQUE by Shoppers Drug Mart hosted the 7th annual TIFF media lounge, featuring Chicago-based celebrity hairstylist and PHYTO Paris Artistic Director Anthony Cristiano and his team of experts. Top Canadian editors, influencers, tastemakers and hosts attended the event at The Spoke Club, which was transformed into a modern, full service beauty destination.
Accompanied by a gold sequin photo wall, the suite offered a variety of sought-after beauty services from leading experts. Such services included: beautyBOUTIQUE Beauty Experts and Lead Makeup Artist Simone Otis as well as Stila professional makeup artists and National Spokesperson Lyndsay Craig creating red carpet ready looks, DUO eyelash applications, Ceramic Glaze manicures, and St.Tropez custom skin finishing treatments by Celebrity Tanning Expert Sophie Evans. Attendees were also introduced to Rihanna’s new fragrance Crush. Throughout the day, guests were served a variety of food and beverages, including a selection of wines, prosecco, and a DIY s’mores bar.
Prior to leaving, guests were given a beautyBOUTIQUE swag bag filled with the products from featured brands for guests to get red carpet ready at home.
Irene Kim at Sephora for The Estée Edit
On Thursday, July 7th, Irene Kim, Guest Editor, The Estée Edit, visited Toronto for the grand opening of Sephora Yonge & Eglinton. Media and influencers had the opportunity to meet with Irene and Blair Patterson, The Estée Edit Lead Makeup Artist, and learn more about The Estée Edit collection. Later that evening, the store opened to Sephora VIB Rouge members for an exclusive cocktail party. Guests were invited to explore The Estée Edit collection, take photos with Irene Kim at The Estée Edit photo booth and speak with Blair Patterson. Makeup applications were also offered by The Estée Edit makeup artists.
ESTéE LAUDER BEAUTIFUL CANADIAN BREAKFAST
To tie in with Canada Day, Estée Lauder celebrated the ‘Beautiful Canadian’ with an influencer breakfast on June 29th. Hosted by beauty expert Dave Lackie, the event was held at the c5 event space at the Royal Ontario Museum. Décor and catering reflected the Canadian theme – from red linens and florals, to Timbit donuts and maple syrup. Guests had the opportunity to take photos with a model dressed as a Canadian Mountie, and a red and white themed candy display contributed to the festive colour palette.
Philippe Warnery, General Manager, Estée Lauder Companies Canada, spoke to the audience about the Estée Lauder heritage. Estée Lauder Beauty Advisors provided makeup applications on guests and models, bringing the Beautiful Canadian look to life. Influencers shared their experience on their social platforms using the hashtag #LauderLovesCanada, which was trending on Twitter that morning.
MURALE FALL 2016 PREVIEW
On the morning of Tuesday, June 14th, long and short lead beauty editors and influencers were invited to the Murale Fall 2016 Preview. The breakfast event was hosted at FIGO, a contemporary Italian restaurant located in the heart of Toronto. Guests had the opportunity to learn about the upcoming beauty collections and skincare innovations set to launch at Murale. Eight of the top beauty brands were represented by spokespeople, flying in from New York, Vancouver and San Diego to be there to introduce their beauty news to Canada’s top writers.
PINK LUNCHEON FOR THE ESTÉE LAUDER COMPANIES BREAST CANCER AWARENESS CAMPAIGN
On Wednesday, April 27th,2016 , The Estée Lauder Companies hosted The Pink Luncheon at Malaparte in Toronto to bring awareness to their Breast Cancer Awareness (BCA) Campaign. While there is a major emphasis on the BCA Campaign in October, The Estée Lauder Companies’ commitment to this program is a year round initiative. Guests were invited to bring their mother or a person who inspires and supports them (sister, friend, daughter). Malaparte reflected the pink theme through décor, food and beverage. Guests were encouraged to wear pink and were offered “pink makeup touch-ups” by Estée Lauder, Clinique, Smashbox and Bobbi Brown makeup artists. Celebrity photographer George Pimentel was present and took photos of attendees and their guests together as a keepsake. Attendees included media, influencers, Hudson’s Bay Company executives, The Estée Lauder Companies executives, and breast cancer survivors.
ESTÉE EDIT LAUNCH PARTY
To launch The Estée Edit by Estée Lauder, two events were hosted at Airship 37 in downtown Toronto. Media and influencers were invited to attend a preview on March 30th, 2016 where they had the chance to meet with The Estée Edit Creator Sarah Creal and Lead Makeup Artist Blair Patterson. On the following day, March 31st, 2016 , media, influencers and Sephora Cast Members were invited to attend The Estée Edit launch event. Guests were invited to play with the entire collection and interact with Sephora Cast Members as well as The Estée Edit Makeup Artists to learn application techniques and product information. Guests were also encouraged to play with a digital graffiti wall and take photos with a custom The Estée Edit Snapchat filter, all while enjoying music from DJ Lissa Monet.
WINNERS, HomeSense and Marshalls Holiday 2015 Preview
In early November, WINNERS, HomeSense and Marshalls hosted their 2015 Holiday Gift Giving Preview at the St. James Cathedral Centre in downtown Toronto. Guests were invited to meet with Los Angeles based etiquette expert Lisa Gaché, founder of Beverly Hills Manners. Gaché shared her holiday etiquette gift giving tips, including who to gift, what to gift and how much to spend. Guests perused the unique gift ideas from WINNERS, HomeSense and Marshalls on display in the clean, modern space, while snacking on holiday-themed treats and sipping on spiced eggnog.
Murale’s 7th Birthday Party
On November 17th, Murale hosted its’ Spring 2016 Media Preview at The Spoke Club in downtown Toronto. Marking the 7th anniversary of the store, the preview took on an upscale birthday party theme. Toronto’s top beauty, lifestyle and health media attended the event, representing print, online and broadcast outlets. Guests were able to meet with spokespeople from brands including clariSEA, Eve Lom, Kat Burki, Intelligent Nutrients, StriVectin and Tweezerman. Attendees were treated to a build your own sundae bar and custom Murale birthday cake while toasting to the occasion with sprinkle rimmed champagne flutes.
Enhanced beautyBOUTIQUE Ottawa & Montreal Launches
The first week of December marked the opening of Ottawa and Montreal’s first ever enhanced beautyBOUTIQUE by Shoppers Drug Mart locations. Media were invited to tour the 4,000 square foot stores with Shoppers Drug Mart spokesperson Lana Gogas. Beauty experts were on hand to introduce Parisian-born cult favourite brand Paul & Joe and preview the Spring/Summer Papillion de Printemps collection. Ottawa and Montreal are the sixth and seventh Shoppers Drug Mart/Pharmaprix locations in Canada to offer customers an elevated prestige beauty experience.
Dentek’s ‘Teeth’s Worst Nightmare’ Dinner
OverCat Communications hosted a ‘Teeth’s Worst Nightmare’ dinner to preview a selection of 13 oral hygiene products from DenTek. Long and short lead media were invited to dine at the rustic Big Crow restaurant, located at 176 Dupont Street. Guests were invited to indulge in a buffet-style barbeque dinner complete with a menu designed to get stuck in one’s teeth. The menu included items such as ‘Teeth Pick’in Pulled Pork’ and ‘Cavity-on-the-cob’. After their meal, editors left with a gift bag full of products to help rescue their teeth after the sticky barbeque meal.
WINNERS FALL FASHION EVENT WITH JENN ROGIEN, COSTUME DESIGNER FOR GIRLS
Having curated closets for hit TV series Girls and Orange Is the New Black, costume designer Jenn Rogien’s ability to evoke emotion through fashion has earned her international recognition. Dressing iconic characters to create a visual narrative, Rogien selects impactful pieces that convey a message. This fall, WINNERS challenged the award-winning costume designer to create a trio of looks reflective of three personalities, each embodying a distinct style story.
Estée Lauder and AERIN Beauty Fall/Winter Preview
OverCat Communications invited both long and short lead media to preview the Estée Lauder and AERIN Beauty Fall/Winter 2015 collections in three cities: Toronto, Montreal and Vancouver. These media previews included make-up artist demonstrations where Estée Lauder spokespeople preformed the unique applications of various products as well as took the media through all of the new collections, explaining key technologies and answering any questions.
DenTek Tooth Fairies
OverCat sent a ‘Tooth Fairies in Training’ team to the Taste of the Danforth to help rescue festival-goers from the embarrassment and discomfort of having their lunch overstay their welcome between those two front teeth! The team of 5 Tooth Fairies hit the streets on Saturday, August 8th and Sunday, August 9th to hand out floss picks and coupons, achieving our goal of distributing 21,500 samples.
beautyBOUTIQUE BY SHOPPERS DRUG MART AND PHYTO PARIS 6TH ANNUAL TIFF SUITE
This year, Shoppers Drug Mart beautyBOUTIQUE marked the 6th consecutive year hosting one of Toronto’s most sought-after media lounges during TIFF. Shoppers Drug Mart unrolled the red carpet for top Canadian editors, influencers, tastemakers, television hosts and radio personalities. New to the suite this year was PHYTO’s Stylist to the Stars Anthony Cristiano providing hair services and fashion illustrator Jocelyn Teng who was on site creating watercolour beauty illustrations of attendees.
SHOPPERS DRUG MART LAUNCHES BEAUTYBOUTIQUE.CA #BRINGBEAUTYHOME
OverCat developed and executed the PR Campaign for the launch of Shoppers Drug Mart’s beautyBOUTIQUE.ca. Editors received a virtual ‘party in a box’ filled with essential items to shop the new site; a custom monogrammed robe, a bottle of champagne, beautyBOUTIQUE inspired cookies, celebratory confetti and a shopping checklist. The new beautyBOUTIQUE.ca site gives customers the opportunity to view thousands of prestige beauty products for online purchase.
Estée Lauder New Dimension Product Launch
To launch the New Dimension transformative skincare collection, represented by Eva Mendes, an event was hosted in Los Angeles, California at Milk Studios. International media attended the launch and there was a private dinner following the collection reveal. The products featured included the New Dimension Shape + Fill Expert Serum and the New Dimension Expert Liquid Tape.
Shoppers Drug Mart beautyBOUTIQUE TIFF SUITE on Cityline
For five consecutive years, OverCat has worked with Shoppers Drug Mart to host one of Toronto’s most sought-after media lounges during TIFF. Top Canadian editors, television and radio personalities are prepped and pampered for their red carpet events with makeup applications and hairstyling from celebrity hair stylist Sally Hershberger and her expert team.
Murale Fall 2015 Preview
To preview its newest fall launches, Murale invited media to its Toronto store to meet with the founders of Cake Beauty, Dr. Roebucks, Kat Burki, Patchology, Phyto and Skyn Iceland. Founders shared the inside scoop on brand conception and product formulation while editors tested out products and discussed upcoming beauty and skincare trends.
WINNERS, HomeSense and Marshalls Holiday Campaign with Hollywood Gifting Guru Cynde Cassel
This holiday season, OverCat Communications worked with WINNERS , HomeSense and Marshalls and enlisted the expertise of Los Angeles-based celebrity gifting expert Cynde Cassel, to reveal her insider tips for holiday shopping success. As owner of Star Treatment Gift Services, Cassel has a star-studded list of satisfied customers including Oprah, Jennifer Garner, Emma Stone, Lady Gaga, George Clooney, Tom Cruise and Ryan Gosling. With almost two decades experience shopping for an elite clientele, Cynde Cassel shared her favourite tips for finding star-worthy gifts and curated curate a celebrity-inspired wish list of gifts.
The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign Event
To kick off Breast Cancer Awareness Month, OverCat organized a two-day campaign with Elizabeth Hurley, Global Ambassador for The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign. The three-fold activation included an employee rally for The Estée Lauder Companies’ employees, a private cocktail reception at Hudson’s bay Queen Street and a private “Hear Our Stories. Share Yours” event where breast cancer survivors and their supporters were invited to attend, receive a full makeover, share their story and meet Elizabeth. Stories of the attendees were filmed and incorporated into The Estée Lauder Companies’ digital platforms.
AERIN Fragrances and Essentials Collection Launch Event
An event to launch the new AERIN Fragrances and Essentials Collection was hosted in New York City where editors were invited to have lunch with Aerin Lauder at Ze Café, followed by one-on-one interviews with Aerin and Karyn Khoury at the AERIN office.
Shoppers Drug Mart beautyBOUTIQUE™ Runnymede Opening
Shoppers Drug Mart unveiled its fifth Enhanced beautyBOUTIQUE™ in the ionic Runnymede Theatre in Bloor West Village. The 3,800 square-foot beautyBOUTIQUE preserves historic elements of the building, adding a unique twist to the store. New fixtures, digital signage and enhanced fragrance and skin care areas provide customers with a luxurious retail environment complemented by a wide assortment of prestigious brands.
Shoppers Drug Mart beautyBOUTIQUE TIFF SUITE
For five consecutive years, OverCat has worked with Shoppers Drug Mart beautyBOUTIQUE to host one of Toronto’s most sought-after media lounges during the Toronto International Film Festival. This year’s suite transformed the Burroughes Building in trendy Queen West into a full service salon. Over four days, top Canadian editors, television and radio personalities were prepped and pampered for their red carpet events with makeup applications and hairstyling from celebrity hair stylist Sally Hershberger and her expert team. Bringing in over a hundred media in 2014, the Shoppers Drug Mart beautyBOUTIQUE TIFF Suite continues to be one of OverCat’s most anticipated events of the year.
HENRY’S The Art of Food Phoneography 101
Henry’s and OverCat hosted a private media dinner at the newly opened Toronto restaurant Thoroughbred Food & Drink, located in the city’s entertainment district. Guests experienced The Art of Food Phoneography 101: A lesson in capturing the most mouth-watering food photos using a mobile device. With instruction from Ren Bostelaar, manager of Henry’s School of Imaging, guests were given tips on framing, composition, lighting, and post-processing, while practicing their skills on an intricately presented three course meal from renowned chef Ariel Coplan.
ESTÉE LAUDER Re-Nutriv Ultimate Diamond Sculpting/Refinishing Dual Infusion Launch Event
To launch the Re-Nutriv Ultimate Diamond Sculpting/Refinishing Dual Infusion, spokesmodel Stephanie Seymour’s first campaign with Estée Lauder, an event was hosted in Greenwich, Connecticut. Canadian editors were invited to receive a tour of the Brant Foundation, view Jeff Koons’ Puppy and the Dan Colen Art Exhibit, meet with Vice President of Basic Science Research at Estée Lauder Dr. Pernodet to hear about the science behind the product followed by lunch with Stephanie Seymour.
Launch of Victoria’s Secret in Canada
OverCat Communications launched Victoria’s Secret in Canada with store openings in Toronto and Edmonton. Launch components included personal appearances by high profile Victoria’s Secret Angels, autograph signings, ribbon cutting ceremonies, interviews and cocktail parties. Results garnered from the launch of the first four stores included 202 articles with a total circulation of 212,000,000.
Launch of Express in Canada
OverCat Communications launched Express in Canada with store openings in Toronto, Calgary and Vancouver. Store openings included appearances by well-known Canadian celebrities who helped to generate buzz and welcome the retailer into Canada. Celebrities included Emmanuelle Chriqui, Mark Salling, Shenae Grimes, Luke Schenn and Cale Hulse.
Heidi Klum Shine Launch Event
Heidi Klum visited Toronto to launch her debut fragrance Shine. The three-fold launch included a media junket, personal appearance at Toronto’s Eaton Centre and contest partnerships that ran across traditional and social media platforms.
Launch of Adam Levine’s Debut Fragrance
Events were hosted on behalf of Shoppers Drug Mart with Maroon 5 front man, Adam Levine, in Toronto and Vancouver to celebrate the launch of his self-titled debut fragrance collection for him and for her.
Launch of Katy Perry Fragrance Purr
Katy Perry fans descended on Sears’ flagship store at Yonge and Dundas for a public appearance by the superstar to promote the launch of her debut fragrance Purr. Media were invited to interview the star on the inspiration behind her debut fragrance. Twitter contest winners had the opportunity to meet Katy Perry and receive an autographed fragrance bottle just before a Q&A was hosted for thousands of fans. Yonge and Dundas was shut down while a custom branded stage was constructed on Yonge Street just outside the Sears store for Katy Perry’s appearance.