Chantal Kreviazuk has a new album -- and a sweet beauty deal.
Pagination
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The moment you step off the elevators at L'Oréal Canada's art deco head office in downtown Montreal, you enter a beauty metropolis. Video screens mounted on curving, whitewashed walls run a stream of L'Oréal television ads, and stylishly dressed women carrying clipboards and makeup samples stride across the marble floor in their stilettos.
Sitting in a boardroom just off the main atrium, Chantal Kreviazuk sips a cup of herbal tea. Dressed in a silk baby-doll top, Diesel jeans, brown suede wedge boots and a Vivienne Westwood coat, the singer is in town to shoot the new print campaign for Garnier Nutrisse Cream hair colour, boxes of which are lined up on the long table in front of her. When asked what it feels like to be the first Canadian spokesmodel for the brand and taking over for Sarah Jessica Parker (though Parker will stay on as the face of Garnier Nutrisse Cream in the United States), Kreviazuk says she can hardly believe her good fortune.
Parker's increasing popularity had become a challenge for Garnier Canada. "Her fame went right off the charts," says Sheila Morin, group product manager for Garnier hair colour. Michael Cyr, vice-president of Publicis Canada, the Montreal-based advertising agency that partnered with L'Oréal to find the new face of Garnier Nutrisse Cream, agrees. "Surveys found that Canadian women didn't make the association between Sarah Jessica Parker and Garnier," he says. "I mean, who is she exactly, and what does she stand for? Is she Sarah Jessica Parker of Sex and the City? Of Gap? Or of Lovely [her new fragrance]? We set out to find a new spokesmodel that women could relate to -- someone inspirational, yet down-to-earth."
Photo couresy of Vespa/wireimage.com
