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The year 2020 hit the beauty and care industry hard: -14% for Canada’s cosmetics market…

  • Teleworking affects personal hygiene. Because our computers aren’t (yet!) equipped with olfactory receptors, many people diminished their use of deodorant and toothpaste this past year, and the decline in sales prove it.
  • Masks have debunked the lipstick theory , which states that during a crisis, consumers who are on a tighter budget will flock to buy this affordable “luxury.”

However, it’s important to point out that a holistic, more natural beauty trend (skincare, hair care, local brands, etc.) was already on the rise well before the pandemic. So not much has changed in this regard, and we’re willing to bet that beauty routines will go back to normal once the pandemic is over.

And if COVID isn’t to blame for the current natural beauty revolution, then the younger generation most definitely is, as they’re the ones setting the beauty trends of tomorrow.

Gen Z leads the way
More educated than previous generations and more interested in HOW a product is created, Generation Z (those aged 15-25) are forcing industry giants to rethink their DNA, finding inspiration in Digitally Native Vertical Brands (DNVB), or brands that are directly born online and that mobilize powerful communities.

And satisfying these young consumers is challenging:

  • Formulas need to be more sustainable: young Quebecers are 26% more likely than the average consumer to seek out eco-friendly products.
  • But more than anything: brands need to exceed their commercial vocation and really defend the values that are important to young consumers, such as inclusion.

Because for the new generation, beauty isn’t just about looking good, it’s about raising awareness for social activism.

Today’s beauty routines are way more than just skin deep!
(To learn more about beauty and care trends, see our report on the subject.)

For generation Z, beauty goes beyond gender

Source : Vividata, Quebec Spring 2021


Online shopping has exploded since the start of the pandemic. To enhance your online shopping experience, retailers have added new features based on:

  • augmented reality (AR) which uses digital elements to complement or extend our reality;
  • virtual reality (VR) to immerse yourself in an entirely digital world.


of large Canadian companies have adopted augmented and/or virtual reality.

Source : World Economic Forum : The Future of Jobs Report2020, October 2020, via eMarketer

Your favorite store…in your house!

With the help of mobile apps, augmented reality allows you to try on a product remotely before you buy. Makeup, shoes, clothes… simply activate your device’s camera to check out your new look! In parallel, some retailers are creating virtual shops for an immersive shopping experience in which shoppers can walk through the aisles, just as though they were actually there.

Virtual reality takes things even further. Wearing a VR helmet, it allows you to pick out a camping tent in a completely immersive way, right in nature!

The possibilities offered by these technologies are endless. Will you give them a try?


Dynamic ad insertion (DAI, for short) allows you to insert ads into video content for a more fluid transition between the content and the ad. Used in TV, it helps replace linear broadcasting ads with digital ads for online watching.

In a context of growing excitement for online TV content, DAI allows you to reach viewers more effectively. A winning solution for all parties involved:

  • For advertisers: access to premium inventories, and enjoy better quality to reach their target;
  • For broadcasters: the possibility of monetizing audiences more effectively, and increasing inventories, particularly in the 18-54-year-old category.

DAI is democratized more quickly: the main broadcasters, including Quebecor, offer this technology on their platforms. Up until recently, it was offered as an added-value solution for linear content; DAI is now marketed as a whole solution.

Contact your account manager for more information on the possibilities available to you!

Film and TV: fates united

The success of awards ceremonies is dependent upon the selection of movies playing in theatres

In 2021, the biggest night in Hollywood won the award for… history’s less watched edition (-58 % fewer viewers for the Oscars compared to the previous years)! The same is true for the Golden Globes and the Grammy Awards.

Pandemic aside, it’s no surprise that the years with the most blockbusters are those with the most successful awards ceremonies. However, the year 2020 was not the most triumphant for the film industry. The numbers speak for themselves: in 2019, with popular feature-length films nominated (think Black Panther, Spider-Man, Bohemian Rhapsody, etc.), the Oscars drew in nearly 30 million American viewers—three times more than in 2021.

Quebecers: a little more loyal than their American counterparts

A similar tendency is noted in Quebec as well, but the drop in viewership was less pronounced for awards ceremonies from here: the Gala Artis drew in nearly 1,3 million viewers (-30% vs. 2019), ahead of the Gala de L’ADISQ (1.1 million, -20%) and the Prix Gémeaux (972,000, -39%).

Return of the cultural scene and Sunday night audiences

After a year turned upside down as a result of delays in filming and releases, and cancelled shoots and shows, fall 2021 will mark the return of the cultural scene. Among popular ways to reconnect with their favourite stars, Quebecers can count on the return of the Chanteur masqué et de Révolution shows.



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