Jacob is looking for the face of it's new fragrance

    Casting calls to be held in Montreal, Toronto and Vancouver for
    nationwide "Be the Face" contest

    MONTREAL, Sept. 8 /CNW Telbec/ - Jacob is celebrating the first year
anniversary of its Jacob fragrance in style by holding a nationwide model
search dubbed "Be the Face". This contest aimed at finding the face of its
fragrance was officially launched in Jacob stores and online (www.jacob.ca) at
the beginning of August.
    In addition to "being the face" of the Jacob fragrance on all 2009
promotional materials, the winner will receive a $3,000 Jacob wardrobe, a
one-year modeling contract with Folio, $500 in Smashbox Cosmetics, and a
$500 shop! card from Cadillac Fairview shopping centres.
    Casting calls will be held in three major Canadian cities throughout the
month of September:

    - Montreal: held on September 13 from 11:00 a.m. to 3:00 p.m. at
      Carrefour Laval
    - Vancouver: held on September 20 from 11:00 a.m. to 3:00 p.m. at Pacific
    - Toronto: held on September 27 from 11:00 a.m. to 3:00 p.m. at Toronto
      Eaton Centre

    Founder's daughter shares her passion for the brand

    Cristelle Basmaji, spokesperson and daughter of Jacob president Joey
Basmaji, will be on hand at each casting call to share her passion for the
brand and the family business.
    "I am proud to be part of this exciting grassroots contest that has
already attracted thousands of participants across Canada," she said. "As one
of the company's first brand ambassadors, I look forward to sharing my
experience with the only brand that caters to all my lifestyles and that makes
me feel modern, sensual and smart."

    One of Canada's most popular fragrances

    Even before its first birthday, the Jacob perfume has already become one
of Canada's most popular fragrances for women. A cosmopolitan mélange of
earthy delights, it was created in Provence by Jean-Marie Santantoni, an
international perfumer from the prestigious house of Charabot who has created
some of the world's most renowned fragrances.
    Joey Basmaji, president and founder of Jacob, sought to create a sublime
fragrance which echoes the distinct facets and unique personality of every
woman who wears it.
    "Jacob is an intense yet balanced scent that reflects the essence of the
Jacob woman," said Mr. Basmaji. "Through this contest, we hope to find a
dynamic, passionate and confidant young woman to become the face of our
fashionable fragrance."
    Participants must fill out a registration form and submit two photos - a
head shot and a full length shot - and present themselves at their local
casting call event. A panel of judges made up of Jacob and partner
representatives will meet on October 1 to select the winner of the "Be the
Face" contest. Partners include Elle Québec / Elle Canada, Folio Montreal,
Smashbox Cosmetics, Cadillac Fairview, Hype beverages, MySpace Canada, CKOI in
Montreal, Z103.5 in Toronto and 95 Crave in Vancouver.

    Jacob, the essence of style

    For more than 30 years, Jacob has been driven by its core values -
passion, respect, integrity and team spirit. Today, Jacob has over 200 stores
and 3 000 employees across Canada and the United States. The Jacob fragrance
is exclusively available in all Jacob stores across Canada and in the U.S.
    To learn more about Jacob and the national "Be the Face" contest, visit

For further information:

For further information: or to schedule an interview, contact: Caroline
Dubé, Julie Murphy Relations Publiques, (514) 918-1094,

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