Groupe Marcelle Inc. has partnered with Dentsu Creative Canada to support the growth and development of its beauty brands, bringing together the Montreal-based manufacturer’s Canadian market expertise with the creative agency’s capabilities.
The partnership will focus on building the company’s Marcelle, Watier and Annabelle brands, according to an announcement issued Thursday. The agreement comes as Dentsu Creative Canada names Dimitra Georgakis President in addition to her existing role as Chief Client Officer.
Groupe Marcelle, which describes itself as Canada’s largest beauty manufacturer, said the collaboration reflects a shared goal of developing brands that remain relevant to Canadian consumers.
“As we look to the future of our brands, we’re excited to partner with Dentsu Creative, bringing together our deep Canadian roots and expertise with the creative ambition and global perspective of its network,” said Julia Geissen, Vice-President of Marketing at Groupe Marcelle.
“From the outset, we’ve been impressed by the team’s understanding of our business, their collaborative approach and the ambition we share for the future. We look forward to what we will create together.”
Canadian manufacturing and brand development
Groupe Marcelle said its operating model, which brings research, manufacturing, design and marketing teams together in Montreal, has been central to its Canadian identity and understanding of local consumers.
The company has invested in Canadian talent and expertise for more than 75 years. Its operations include research, development, production and marketing for a portfolio of more than 1,200 products under the Marcelle, Watier, Annabelle and CW Beggs and Sons brands.
The company employs more than 350 people and distributes its products through more than 3,500 stores across Canada, according to the announcement.
Its brands cover several beauty and personal care categories. Marcelle offers cosmetics and skin care products, while Watier sells cosmetics, skin care and fragrances. Annabelle focuses on cosmetics, and CW Beggs and Sons offers men’s skin care products.
The partnership with Dentsu Creative Canada is intended to combine that portfolio and knowledge of Canadian consumers with the agency’s creative capabilities and international network. The announcement did not disclose financial terms or provide a timeline for specific campaigns or other initiatives.
Dentsu leadership change
The agreement coincides with Georgakis taking on the presidency of Dentsu Creative Canada while retaining her Chief Client Officer responsibilities.
Based in Montreal, Georgakis has nearly 14 years of experience with Dentsu and previously served as managing director for Quebec. In her new role, she will continue to advocate for Quebec as an important market within Dentsu Creative Canada.
Georgakis said the partnership would draw on Groupe Marcelle’s understanding of Canadian beauty consumers to develop creative work tailored to the company’s brands.
“Great creative starts with really understanding people; what matters to them, what moves them and how a brand can meaningfully show up in their lives. Groupe Marcelle knows Canadian beauty consumers incredibly well, and that’s what makes this partnership so exciting. Together, we have a huge opportunity to build on the strength of Marcelle, Watier and Annabelle, creating work that feels distinctly Canadian, culturally relevant and true to each brand. We’re incredibly excited to get started and help grow these iconic Canadian brands,” said Georgakis.
Company operations and global network
Groupe Marcelle is headquartered in Montreal and operates across the research, development, production and marketing functions of its beauty business. Its portfolio includes products distributed throughout Canada, with the four brands serving different segments of the cosmetics, skin care and fragrance markets.
Dentsu, founded in Tokyo in 1901, operates in approximately 120 countries and regions. The company works with organizations on growth and transformation through services spanning media, customer experience management and creative work.
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