With over 8,000,000 views, this video proves that gloss girls aren't as conventional as their mothers before them!
Monday, July 27, 2009
Tuesday, July 21, 2009
CNTM & the SOHO Are the Perfect Pair
Last week Season 3 of Canada’s Next Top Model culminated with a fierce runway show between finalists Meghan Waller and Lindsay Wellier at Toronto’s historic Distillery District.
Toronto’s key influencers in the arts and fashion category gathered at the Boiler Room, a popular destination for photo shoots, weddings and events.
This wasn’t the only popular Toronto destination featured in the show. The girls stayed at the luxurious SOHO in the King West neighbourhood during their entire stay in Toronto. At least 2-3 shots of the hotel were placed in every episode showcasing the trendy boutique hotel to the max.
The PR girl in me couldn’t help but start thinking about the various partnerships formed this season between the production and various Toronto locations.
It’s important to note that show producers aren’t the only ones getting a deal out of the situation. For the SOHO, they have gained more exposure than most products/people see in a year. They may have given up the best suite in the house for a couple of months during filming periods but the exposure they received as a result is sure to contribute to their business. This also resonated with one of their target audiences: gloss girls. Though Jennifer may not be able to afford this type of hotel room, this is certainly a lifestyle some Jennifers aspire to.
All nightclubs, restaurants, photo shoot locations and of course the SOHO should be commended for their strategic product placement to a national Canadian audience.
Toronto’s key influencers in the arts and fashion category gathered at the Boiler Room, a popular destination for photo shoots, weddings and events.
This wasn’t the only popular Toronto destination featured in the show. The girls stayed at the luxurious SOHO in the King West neighbourhood during their entire stay in Toronto. At least 2-3 shots of the hotel were placed in every episode showcasing the trendy boutique hotel to the max.
The PR girl in me couldn’t help but start thinking about the various partnerships formed this season between the production and various Toronto locations.
It’s important to note that show producers aren’t the only ones getting a deal out of the situation. For the SOHO, they have gained more exposure than most products/people see in a year. They may have given up the best suite in the house for a couple of months during filming periods but the exposure they received as a result is sure to contribute to their business. This also resonated with one of their target audiences: gloss girls. Though Jennifer may not be able to afford this type of hotel room, this is certainly a lifestyle some Jennifers aspire to.
All nightclubs, restaurants, photo shoot locations and of course the SOHO should be commended for their strategic product placement to a national Canadian audience.
Monday, July 6, 2009
Make it a Better Place
So you’re a celebrity. You’ve got the fame, you’ve got the fortune, you’ve got the fans. Now what?
When the parties are over, the celebrity lifestyle gets tired, and you’ve graced the cover of every tabloid in the world during your most intimate moments, what would you want to be known for?
In the wake of two events that have shaken pop culture and its devout followers, we wanted to take a moment to acknowledge two people, who have made incredible contributions that went beyond their talent – Farah Fawcett and Michael Jackson.
While one of these two icons in particular by no means had spotless past (we’re not going there today), both used their spot on the world’s stage to spread important messages.
First and foremost (and that in itself is a first), we will salute actress, Golden Globe and Emmy nominee, and international sex symbol Farah Fawcett. While Farah was the very definition of ‘sex symbol’ in the 1970s and 80s, what resonated with the gloss girls was her dedication to the cancer cause following the loss of her sister to the disease, and during her own battle with anal cancer, which began over two years ago and sadly ended two weeks ago. Fawcett served as a celebrity spokesperson for the American Cancer Society, and throughout her battle, Fawcett shot a two-hour documentary, with the belief that others could benefit from learning about her experience with the disease. The documentary first aired in May of this year.
Michael Jackson was known for his extraordinary contributions to music and dance, but more importantly, as an African American entertainer, his fame and popularity broke down racial barriers. MJ’s influence on mainstream pop is undeniable, having become a dominant figure in American popular music and culture in the 1980s. Jackson further leveraged his fame to donate and raise millions of dollars for beneficial causes through his Heal the World Foundation, charity singles and support of 39 charities.
Savvy marketers acknowledge that strategic philanthropy is an important part of building a brand, backed by numerous studies that show that consumers favour brands with a charitable tie-in. For Michael and Farah, their philanthropic contributions were closely linked with their identities and experiences, and the sincerity of those connections was what resonated most with the gloss team.
The legacies that both Michael Jackson and Farah Fawcett left behind, was their ability to build strong and sustainable brands. To earn the respect of a generation that has grown up to be media literate and brand conscious, being charitable isn’t enough. It’s the thoughtfulness and sincerity of the contribution that counts.
When the parties are over, the celebrity lifestyle gets tired, and you’ve graced the cover of every tabloid in the world during your most intimate moments, what would you want to be known for?
In the wake of two events that have shaken pop culture and its devout followers, we wanted to take a moment to acknowledge two people, who have made incredible contributions that went beyond their talent – Farah Fawcett and Michael Jackson.
While one of these two icons in particular by no means had spotless past (we’re not going there today), both used their spot on the world’s stage to spread important messages.
First and foremost (and that in itself is a first), we will salute actress, Golden Globe and Emmy nominee, and international sex symbol Farah Fawcett. While Farah was the very definition of ‘sex symbol’ in the 1970s and 80s, what resonated with the gloss girls was her dedication to the cancer cause following the loss of her sister to the disease, and during her own battle with anal cancer, which began over two years ago and sadly ended two weeks ago. Fawcett served as a celebrity spokesperson for the American Cancer Society, and throughout her battle, Fawcett shot a two-hour documentary, with the belief that others could benefit from learning about her experience with the disease. The documentary first aired in May of this year.
Michael Jackson was known for his extraordinary contributions to music and dance, but more importantly, as an African American entertainer, his fame and popularity broke down racial barriers. MJ’s influence on mainstream pop is undeniable, having become a dominant figure in American popular music and culture in the 1980s. Jackson further leveraged his fame to donate and raise millions of dollars for beneficial causes through his Heal the World Foundation, charity singles and support of 39 charities.
Savvy marketers acknowledge that strategic philanthropy is an important part of building a brand, backed by numerous studies that show that consumers favour brands with a charitable tie-in. For Michael and Farah, their philanthropic contributions were closely linked with their identities and experiences, and the sincerity of those connections was what resonated most with the gloss team.
The legacies that both Michael Jackson and Farah Fawcett left behind, was their ability to build strong and sustainable brands. To earn the respect of a generation that has grown up to be media literate and brand conscious, being charitable isn’t enough. It’s the thoughtfulness and sincerity of the contribution that counts.
Friday, July 3, 2009
Why marketers should treat a gloss campaign like July 1st
Happy Canada Day! I’m a few days late, but expect that most of you will continue your Canadian festivities into the weekend…
Why do we embrace July 1 with such open arms?
Likely for the same reason that we loved those Molson Canadian commercials. Because we like to be recognized as a distinct, unique group of people. Because we don’t like to be lumped in with other, somewhat similar, demographics.
Marketers have clued in and are leveraging this mindset by creating and marketing products specifically for Canadians. For example, our client, Hershey’s Chocolate, created a milk chocolate bar formulated especially for the Canadian palette.
So how does this apply to the gloss demographic?
Yes, gloss girls are Canadians. But beyond that, we too are a very unique, distinct group of women. For those of you who are new to the gloss blog, we are exclusively dedicated to understanding and representing women in their 20’s – because there is a significant difference between an 18 year old and a 34 year old.
Reaching and resonating with gloss girls requires very targeted communications. It’s not only about what to say to her, but also about how and where to reach her. For example, given today’s communications climate, gloss girls are at the helm in driving social media campaigns. Her community is primarily online.
For all you gloss girls out there, how can marketers best reach YOU?
Why do we embrace July 1 with such open arms?
Likely for the same reason that we loved those Molson Canadian commercials. Because we like to be recognized as a distinct, unique group of people. Because we don’t like to be lumped in with other, somewhat similar, demographics.
Marketers have clued in and are leveraging this mindset by creating and marketing products specifically for Canadians. For example, our client, Hershey’s Chocolate, created a milk chocolate bar formulated especially for the Canadian palette.
So how does this apply to the gloss demographic?
Yes, gloss girls are Canadians. But beyond that, we too are a very unique, distinct group of women. For those of you who are new to the gloss blog, we are exclusively dedicated to understanding and representing women in their 20’s – because there is a significant difference between an 18 year old and a 34 year old.
Reaching and resonating with gloss girls requires very targeted communications. It’s not only about what to say to her, but also about how and where to reach her. For example, given today’s communications climate, gloss girls are at the helm in driving social media campaigns. Her community is primarily online.
For all you gloss girls out there, how can marketers best reach YOU?
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