Watier: The Rebranding of a Canadian Beauty Icon
Lise Watier is an iconic Canadian beauty brand loved for its prestige makeup, skincare and fragrance products that help women feel confident, strong and beautiful. SO was delighted to herald its rebranding to Watier in 2022.
To celebrate its 50th Anniversary, Lise Watier, Canada’s #1 drug store prestige colour brand, rebranded as Watier to resonate with today’s Canadian beauty consumers. The rebranding included a new look, logo, and brand mantra, The Beauty of Being, to honor its founder’s legacy.
Partnering with Groupe Marcelle, Watier’s parent company, we leveraged social media’s positive impact on beauty consumers. We had previously created the successful #LWSociety brand ambassador program and marked the name change by introducing a new influencer group, #WATIERSociety, as the marketing driver for the brand.
The challenge
Grow Leadership Position through Rejuvenation
The solution
Embracing the Beauty of Strength
Our one-year strategy focused on five innovative product launches and a 50th Anniversary Celebration with the #WATIERSociety. Each launch reinforced Watier as a brand created by a woman, for women, 50 years ago, celebrating Lise Watier’s legacy of empowering women to embrace their strength and beauty.
Paid Influencers: We engaged #WATIERSociety ambassadors, known for their premium lifestyle and beauty expertise, to deliver story-driven messaging on living boldly and showcasing their favorite Watier products. Instagram and TikTok were our key platforms to reach the target audience.
50th Anniversary Celebration: We hosted a special event for Toronto-based national media and influencers to unveil Watier’s new look and the Sublimessence High Brightening Vitamin C Serum. The event featured:
- A signature cocktail inspired by the serum’s ingredients: Labrador tea extract, lime caviar, and maple.
- Personalized lipstick consultations with Watier’s makeup artist, David Vincent.
- Lip imprint readings by Divination Expert, Tara Green.
- A showcase of Watier’s new Sublimessence Serum and best-selling products, with demos by Watier’s National Artist & Education Specialist, Janet Entwistle.
Guests were captivated by the new Watier, its Beauty of Being message, and its bestselling products.
The results
The new Watier brand experienced an outstanding year of growth.
-
#1 Prestige Colour Brand
- Sales soared, some by as much as 55%
-
Reached 19M+ followers
- 5.3+M social media impressions
- Winner of 2023 IABC/Toronto OVATION Award
Results
Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?
Please contact us to collaborate on award-winning campaigns. We can’t wait to get started!
