Health & beauty brief: appointment at L'Oréal Canada, Maybelline’s new campaign
L'Oréal Canada elevates longtime leader
The beauty company has appointed Amélie Fortier-Cyr chief digital and marketing officer.
She succeeds Marc Dicko, who takes on a new role in L'Oréal Group as chief digital marketing officer for the SAPMENA Zone (South Asia Pacific, Middle East and North Africa).
Fortier-Cyr’s career with L'Oréal started in 2007 in Paris at Vichy Laboratories. She went on to hold key management roles in New York, Paris and London before returning to her home country of Canada in 2013 as Vichy brand director. Years later, in late 2018, she took the helm of Lancôme Canada.
Over the past three years, Fortier-Cyr has served as general manager of L'Oréal Paris UK & Ireland.
In her new role, she reports directly to Stéphane Bérubé, president and CEO of L'Oréal Canada, and works in collaboration with Han WEN, chief digital marketing officer for the North America Zone.
Canadian artists reimagine Maybelline jingle
The L'Oréal brand recently asked four Canadian artists to put their own spin on its iconic “Maybe It’s Maybelline” jingle.
“The Power of Maybe: The Canadian Jingle Reimagined” sees Nicolina, Liz Lokre, Naomi and Tia Wood produce four original songs—each paired with a Maybelline New York product.
Nicolina's original track, "Part of Me,” for instance, is a self-affirming single about embracing who you are, paired with Lash Sensational Sky High Mascara, while Liz Lokre's "Maybe It's Magic" channels confidence and magnetism and is paired with SuperStay Lumi-Matte Foundation.
"Everyone knows the Maybelline slogan, but ‘maybe’ has always meant more than a question mark," said Catherine St-Pierre, marketing director, Maybelline New York Canada, in a press release. "It is the beginning of possibility: the confidence to imagine, explore and express what could be.”
The campaign began rolling out on Sept. 16 across the artists' Instagram, TikTok and YouTube channels, featuring original song edits, behind-the-scenes Artist Jingle Capsules and Product Capsules.
Audiences can also explore the full campaign through Maybelline New York Canada's YouTube channel and dedicated The Power of Maybe campaign hub, with featured products available through the Maybelline Amazon.ca Brand Store.
The campaign culminates on October 1 with “Maybe Live,” a YouTube Live music session bringing Nicolina, Liz Lokre, Naomi and Tia Wood together to perform the original songs they created.
Empire strengthens pharmacy business
Pharmacy remains an “attractive growth platform” for the food and pharmacy retailer.
On Empire’s first quarter earnings call last week, president and CEO Pierre St-Laurent told analysts that the company continues to strengthen its retail pharmacy business.
In August, Empire welcomed former Shoppers Drug Mart executive Nitu Singh as its senior vice-president of pharmacy.
“[Singh] brings more than 20 years of industry experience and has already hit the ground running,” St-Laurent said.
Empire recently acquired nine Morelli’s pharmacies co-located with Longo’s stores in Ontario.
“While the acquisition is modest in size, strategically, it is important. It expands our network in a market where we already have strong customer relationships and reflects our disciplined approach to growing this business through both organic initiatives and targeted acquisitions,” St-Laurent said.
