30 Years of Watier Neiges: A Scent-sational Celebration
A Canadian Icon, Reinvented for a New Generation
For three decades, Watier Neiges has maintained its status as an iconic fragrance, evoking nostalgia and sophistication for women across Canada. But as beauty trends evolve, so too must heritage brands. To mark the fragrance’s 30th anniversary, Watier engaged Strategic Objectives to reacquaint Neiges with new audiences, drive national buzz, and assert its status as a timeless yet contemporary scent. We brought Neiges into the spotlight, igniting excitement among media, influencers, and consumers alike, with a sophisticated multi-city event series and an immersive 360˚ PR campaign.
The challenge
A Timeless Scent: Bottling the Past, Spritzing the Future
The solution
The Essence of Celebration
To capture the essence of Neiges and its rich Canadian heritage, we curated a high-touch, experiential campaign that emerged across multiple channels. Our strategic approach included:
- Media & influencer events in both Toronto and Montreal, these immersive experiences showcased the Neiges legacy while engaging 80 top-tier beauty editors, influencers, and industry tastemakers.
- Beauty advisor masterclasses for 100 frontline retail beauty advisors, equipping them with deep, hands-on product knowledge and enthusiasm to drive in-store sales.
- National media outreach to strategically position Neiges as a cultural icon, securing top-tier coverage across lifestyle, beauty, and fashion media from coast to coast to coast.
- Custom influencer unboxings, featuring beautifully curated mailers celebrating Neiges’ heritage, designed to spread social media buzz and organic content creation.
- Social media amplification of media and influencer content to extend reach, ensuring Neiges’ 30th anniversary was celebrated far beyond event walls.
Our Watier Neiges 30th anniversary campaign exceeded all expectations, generating unprecedented media engagement, social buzz, and renewed brand love among both loyal and new audiences.
The results
Still in the Air: A Canadian Legacy Rekindled
- 55.3+ million positive earned media impressions across tier-A beauty, fashion, and lifestyle publications.
- Four highly attended events, featuring media and influencer celebrations and beauty advisor masterclasses in Toronto and Montreal, engaging 180 total guests across the two cities.
- Surpassed industry benchmarks by 31 times, achieving 200% of our original campaign goal.
- Drove significant in-store and online demand during our campaign period, reinforcing Neiges’ position as a must-have, iconic scent for beauty lovers nationwide.
Results
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