Shoppers Drug Mart has announced a partnership with Shaw Media‘s ET Canada entertainment show to deliver a multi-platform campaign about beauty trends, “Always on Beauty.”
Hosted by ET Canada personalities Sangita Patel and Natasha Gargiulo, the national 39-week campaign will present spring, summer, fall and holiday makeup trends in cosmetics.
Comprised of on-air, online, in-store and social media elements, the campaign kicked off March 2.
Errol Da-Ré, senior sales vice-president for Shaw Media, says the Shoppers deal is ET Canada‘s largest partnership to date, and that “partnering with one of Canada’s most trusted brands allows us to cultivate a new audience.”
ET Canada, airing with its American forerunner Entertainment Tonight, is the most-watched hour of nightly entertainment news in the country. The partnership is meant to position ET Canada and Shoppers as the last word on beauty by presenting ways viewers can get hot celebrity looks at home by using products available at Shoppers.
Each week will see a celebrity make-up artist recreate celebrity beauty trends for viewers. ET Canada viewers who enter certain Shoppers locations will then encounter experts that can help them recreate the celebrity looks they’ve seen on the show. The experts can also show them how to modify a red-carpet look to suit a customer’s own individual style.
Products will be identified in-store with ET Canada logos.
The segments are set to air Fridays on ET Canada at 7:30pm ET/PT. In addition to the in-show component, the campaign will feature hosts Patel and Gargiulo in customized vignettes airing across Shaw Media properties.
In the online segment of the campaign, viewers can visit ShoppersDrugMart.ca/Beauty and browse the showcased products and find offers on the season’s most sought-out beauty products. Viewers can also visit ETCanada.com/Style to see editors’ picks and view the Friday TV segments and photo galleries.
As a social component, @ETCanada will send reminders each week for fans to tune into the beauty segments, and the campaign will be supported by the hashtag #SDMbeauty and on other Shoppers and ET Canada Twitter feeds, such as @shopprsdrugmart, @sangita_patel, @NatashaGargiulo.