Deciem debuts in Canada with Inhibitif

Toronto company is supporting debut of the line of hair inihibiting products exclusively sold at Shoppers

Deciem is in the midst of a multiplatform campaign to promote the Canadian launch of Inhibitif, a line of hair inhibiting products available exclusively at Shoppers Drug Mart.

The Toronto-based company is supporting the line’s Canadian debut with an extensive out-of-home, television and print campaign that was created in-house. Media buying was also handled internally.

Though Inhibitif is produced and manufactured in a warehouse in Toronto’s east end, the line was introduced in Boots locations throughout the U.K. in April because of an existing relationship between Deciem and the British pharmacy chain, said company founder and CEO, Brandon Truaxe.

In an interview with Marketing, Truaxe refered to Deciem as a “beauty brand building engine formed to leverage resources across branding, marketing, laboratory development and manufacturing to target un-served categories.”

Deciem also produces and markets brands such as The Hair Apothecary, Fountain and PWDR LABS.

This article originally appeared in Marketing magazine.

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