TORONTO, Feb. 25, 2013 /CNW/ - Youth Culture Inc. has partnered with
Garnier Fructis and ZenithOptimedia to take the Feb/March issue of Vervegirl magazine to the next level. The cover features Claire, one of the cast
members of The Avenue (watchtheavenue.com), a hit YouTube reality series about four young people trying to make it
in Toronto. Claire's hair has been embedded with one of the fruity
scents from the newly launched Fructis Fruit Sensation from Garnier Fructis. Using the innovative Layar app (www.layar.com), readers can watch the cover come to life as Claire enlightens them
about her experience using the new product from Garnier - Fructis Fruit Sensation. The first 4D cover pushes the envelope, inviting readers to use their
senses to truly engage with the pages, rather than merely flipping
"Garnier is set to launch one of our most vibrant, youthful and playful
products to date with Fructis Fruit Sensation. To make a statement, we teamed up with Vervegirl, the perfect trendsetting magazine partner for the launch of this
youth-focused brand," said Karine Paré Marketing Manager for Garnier
Fructis Canada. "We worked with Vervegirl on the February 2013 issue on the first ever scratch & sniff cover
where readers can smell the unique fragrance of our new shampoo, Fructis Fruit Sensation Passion Splash. In addition, we have developed Fructis Fruit Sensation colour and scent inspired editorials and are utilizing YouTube beauty
reviewers to test out and review our products. We're really excited
about this partnership!"
"In a very competitive category with a busy multi-tasking target, this
execution leverages our target's interest and adoption of technology,
their appetite for unique content and growing expectation to interact
with it on their own terms. The merging of a traditional medium with
new technology will facilitate breakthrough while imparting important
product information." said Kim Carnahan, Vice President, Group Account
Director at ZenithOptimedia.
"Vervegirl is introducing yet another layered campaign for our clients, delivering
content integration and innovation," says Youth Culture publisher
Kaaren Whitney-Vernon. "Scent is a key motivator when teen girls make a
decision to purchase a new hair product. We took this knowledge and
created an opportunity for teen girls to sample the new shampoo and
learn more from one of their celebrity idols. This is the most
interactive magazine ever and we know teen girls will love it."
We've partnered with Youth Culture to provide a new means for teen girls
to connect with print media," says Layar CEO Quintin Schevernels.
"Layar's interactive print technology is a proven and powerful way to
add digital value to otherwise static pages, and it only takes a few
The Feb/March Issue of Vervegirl will be available in schools across Canada by February 25th, 2013. Please contact Kaaren Whitney-Vernon as below for further
About Youth Culture
Established in 1993, Youth Culture is one of the country's largest youth
media companies. Through a variety of print, mobile and online
communications, Youth Culture targets specific age groups between
13-24. They are a powerful and efficient one-stop resource with turnkey
services and support. Properties include Vervegirl Magazine, The Avenue - a YouTube reality show, VReps - a youth vlogger and blogger network
and soon to be released galndr - a social sharing mobile app.
ZenithOptimedia is the fastest growing global media agency network, with
250 offices in 74 markets, including full service operations in Toronto
and Montreal. The agency conceives, develops and implements innovative
and ownable brand experiences across all communications platforms and
devices, for some of the world's largest brands. Renowned as the ROI
Agency, ZenithOptimedia is committed to the practice of Live ROI, using state of the art data analytics and technology to deliver
insight, creativity and performance in real time.
SOURCE: Youth Culture Inc.
For further information:
Youth Culture Inc.
Vice President, Account Director
Telephone - 416-925-727
E-mail - firstname.lastname@example.org