Vervegirl Unveils First 4D Cover

Toronto(Feb. 20th, 2013) – 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 through.

“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 simple clicks.”

The Feb/March Issue of Vervegirl will be available in schools across Canada by February 25^th, 2013.

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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.

About ZenithOptimedia

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.

Kim Carnahan

Vice President, Account Director

Telephone – 416-925-727

E-mail – kim.carnahan@zenithoptimedia.ca