This year marked the 9th consecutive beautyBOUTIQUE by Shoppers Drug Mart TIFF Beauty Lounge, one of Toronto’s most sought-after media lounges during the Toronto International Film Festival. While celebrities arrived in the city to showcase their latest films, beautyBOUTIQUE by Shoppers Drug Mart unrolled the red carpet for top Canadian media, influencers and talent. beautyBOUTIQUEMore >
RE\SET 004 x Toronto Fashion Week, a celebration of Canadian and international fashion designers, ran from September 4th – 6th, 2018. Taking place at Yorkville Village in downtown Toronto, beautyBOUTIQUE by Shoppers Drug Mart was the exclusive backstage beauty sponsor, creating the makeup looks for each show. A team of artists brought the looks toMore >
On August 14th, 2018, media and influencers were invited to Love Child Social House in downtown Toronto to partake in the beautyBOUTIQUE by Shoppers Drug Mart Be Bold with Beauty event. Guests were invited to meet with Founder and CEO of Girlboss, Sophia Amoruso, as she spoke about her “bold” philosophy and beauty tips. FollowingMore >
To celebrate Anita’s ongoing support for women with breast cancer and the influential women steering the boat, on August 15th, 2018 select health, fitness & fashion media and influencers were invited to attend the Anita x Dragons Abreast media event. The event took place at the Sunnyside Pavilion, located on Lakeshore Boulevard West. Upon arrival,More >
On Wednesday, June 13th, Murale hosted a media and influencer event to unveil the Fall 2018 Collection. The event was held at The Richmond, 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. Sixteen ofMore >
Media and influencers were given the opportunity to preview CND’s Summer 2018 Boho Spirit Collection in Montreal, Toronto and Vancouver. This collection is a versatile mix of sun-kissed tones inspired by the fervent energy of Summer. All three events were vibrantly decorated in the same sun-kissed bohemian style, featuring bright florals and whimsical design. GuestsMore >
In May 2018, German-based lingerie brand Anita, invited media and influencers to attend BreastFest. Events were held in Montreal, Toronto, and Vancouver, and attendees were given the opportunity to preview Anita’s newest collections. Mark Caskenette, Managing director of Anita, and Olivia Leroux, Marketing and Sales Director, explained the history of the brand to guests andMore >
Media and influencers were invited to celebrate the opening of the new TIPS Nail Bar location in Toronto’s West End. Guests arrived at 1243 Dundas St. West to sip prosecco, enjoy a catered lunch from The Drake Hotel and receive a manicure. For the occasion, TIPS Nail Bar created a special menu of 5 nailMore >
In March and April 2018, long and short lead beauty/lifestyle editors and influencers were invited to preview four key products from the Silk’n lineup – Titan, Flash&Go Express, Silhouette and ReVit. Media and influencers met with a Silk’n spokesperson who introduced them to the Silk’n brand and product assortment. Guests learned about the features andMore >
The month of February started off with a bold statement when Toronto’s Yorkville Village became home to RE\SET 003 x Toronto Fashion Week from February 5th – 7th 2018. The week saw designers like Hilary MacMillan, House of Nonie and Hendrixroe displaying their latest collections. beautyBOUTIQUE by Shoppers Drug Mart was the exclusive backstage beauty sponsor forMore >
In January 2018, select Toronto-based media and influencers were invited to celebrate Anita’s five year partnership with Look Good Feel Better. The event was held on Wednesday, January 31st from 9:00 AM – 10:30 AM at Love Child Social House in downtown Toronto. Remarks were made by Mark Caskenette, Managing director of Anita and DeeMore >
On Wednesday, January 24th, select Toronto based media and influencers attended the launch of the Junction Craft Brewing event space and brewery. Originally built in 1934, the former Symes Road Destructor was completely updated while maintaining the original Art Deco elements. Guests were invited to tour the 16,000 square foot space which is located in the Junction,More >
On December 6th and 7th, 2017, stila and luxury make-up team Fancy Face took over the Chat Room for a two day media and influencer activation. Select Toronto-based editors and influencers were invited to a one hour private session with Fancy Face CEO and Makeup Artist Brittany Gray. Brittany created custom stila holiday looks and provided step-by-step makeup tips and tricks forMore >
On Wednesday, September 27th, The Estée Lauder Companies’ Breast Cancer Campaign honored their 25th anniversary with The Pink Cocktail Party. The event was hosted by Mr. William P. Lauder, Executive Chairman, The Estée Lauder Companies and Mr. Eric Douilhet, General Manager, The Estée Lauder Companies Canada. The event was held at The Burroughes and unveiledMore >
On Thursday, October 12th, 2017, select Toronto based media and influencers attended the Being by Sanctuary Spa Launch Party to celebrate the Canadian release of the UK-based bath and body brand. Attendees had the opportunity to meet with Chloe Combi, UK-based author of the critically acclaimed book Generation Z: Their Voices, Their Lives and LaurenMore >
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 canMore >
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 bothMore >
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 innovationsMore >
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 ofMore >
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 launchMore >
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 privateMore >
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, andMore >
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. AsMore >
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 aMore >
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 toMore >
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 donutsMore >
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 setMore >
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 invitedMore >
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,More >
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 toMore >
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 withMore >
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 theMore >
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 toMore >
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 createMore >
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 theMore >
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 outMore >
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 hairMore >
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 customersMore >
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 ExpertMore >
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.
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.
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, LadyMore >
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.More >
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 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.
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 preppedMore >
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 ofMore >
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 atMore >
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.
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 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.
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.
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 anMore >