Garnier
L’Oréal
2025
Agency - Publicis Montreal
Role - Sr. Copywriter + Strategist
Led development of Canadian market strategy, digital and OOH product campaigns
Fructis “Put Fructis to the Test”
By reminding Canadians that life starts in the shower, we challenged people to put Fructis to the test in their daily lives through sporty digital spots, influencer UGC, and cheeky social posts.
Our goal was to emphasize that Fructis is ideal for consumers who need no-fuss and accessible line haircare that can stand up to the grind of daily life without compromising quality. The campaign ran across North America, but we made sure the Canadian creative spoke specifically to the country’s changing demographics and cost of living concerns.
Garnier Good Canadian Launch
For Garnier Good’s inaugural launch in Canada, we leaned into indulgence and delectability to highlight a new type of premium at-home hair dye. The campaign was as multi-faceted as the product, employing a combination of TV and digital spots, paid and organic social content, influencer UGC, two popups in Toronto, and a multi-province in-store activation series at Walmarts across the country, resulting in a 448% increase in new-to-brand customers at the end of the campaign.
Vitamin C UV Brightening Daily Cream “SPF Every Day”
We wanted to make it easier than ever for Canadians to protect their glow, so we showed them how Garnier’s Vitamin C serum helps brighten and protect skin from sun damage, revealing their inner radiance. The campaign leaned heavily into the playful idea that SPF every single day, no matter what your day looks like, will help you glow from the inside out. It featured vibrant 15 and 7s digital cutdowns, a massive OOH takeover of Dundas Square in Toronto, paid and organic social content, and popup activations and product demos.
