Garnier

When Garnier launched its new GOOD hair colour line, the brand faced a familiar challenge: how to break through in an oversaturated beauty market while reconnecting meaningfully with Canadian media and influencers. Without recent always-on programming, this launch became an opportunity to reset the tone and reassert Garnier’s cultural relevance.

MacIntyre Communications delivered a surprise-driven, hyperlocal experience in partnership with Toronto cult-favourite COPS Donuts. Together, we created a limited-edition donut inspired by one of the new GOOD shades, complete with custom co-branded packaging. The unexpected collaboration transformed a traditional beauty launch into a culturally embedded, highly shareable moment, blending colour with flavour and product discovery with play. The program welcomed 200+ attendees, deployed 30 curated mailers, generated 409 social mentions, 40.5M+ social impressions, and secured 60+ traditional media hits proving that the most memorable brand moments are the ones you don’t see coming.