Welcome to the fourth edition of The Briefing, your quarterly snapshot of client highlights, emerging media trends and PR insights straight from our team to you!
This issue explores all things brand partnerships. From leveraging high-profile personalities to collaborating with brand-adjacent partners, companies are increasingly joining forces to share audiences, amplify their social reach, and introduce themselves to new consumers. When executed well, these partnerships create mutually beneficial opportunities that not only expand visibility in the short term but also build meaningful consideration for future purchase.
Read more below!
Trend Report - Brand Partnerships
For years, brand partnerships have served as a powerful tool for mutual benefit, bringing collaborators together through complementary strengths to spark consumer interest and generate shareable cultural moments. These collaborations offer a compelling hook, something buzzworthy that can pique interest + generate discourse across both social and traditional media outlets.
In 2026, however, the bar for successful partnerships is higher. Collaborations must feel authentic and strategically aligned, making clear sense not only to the brands involved but also to the everyday consumer. Beyond generating attention, they need to demonstrate tangible value and deliver measurable ROI for all parties. This evolution is critical. It is no longer enough to simply leverage a recognizable name to boost awareness. Instead, partnerships should reflect a brand’s savviness, showing its ability to collaborate thoughtfully, create meaningful connections, and contribute something genuinely relevant to the cultural conversation.
Some of our favourite recent and on-going brand partnerships:
Shiseido x Lisa - Shiseido named global pop icon Lalisa Manobal (LISA) as the newest Global Ambassador for ULTIMUNE, the brand’s #1 bestselling serum worldwide. This partnership marks a new chapter for ULTIMUNE, bringing together Shiseido’s heritage of Japanese innovation and long-term skin health with LISA’s global presence and modern cultural influence. The campaign spotlights ULTIMUNE as a cornerstone of daily skincare, rooted in science, longevity, and resilience.
Glow Recipe x Beautyblender - Glow Recipe partnered with Beautyblender on a watermelon-inspired design featured in the limited-edition Bounce, Prep, Glow set. The kit pairs Glow Recipe favourites, including Dew Drops, Watermelon Dewy Flush, and Watermelon Mist, with a custom watermelon-shaped Beautyblender created to work seamlessly with both skincare and makeup formulas.
Biossance x Oceana - Biossance's multi-year partnership with Oceana is supported by yearly limited-edition launches with exclusive artwork + packaging, uniting high-performance hydration with measurable ocean impact. Since 2019, the collaboration has contributed over $1 million toward protecting and restoring marine ecosystems. These products continue that commitment, with 5% of proceeds supporting Oceana’s ongoing conservation work.
Campaign Spotlight - Scentiva Launch Event
Earlier this month, Clorox hosted top media and influencers for an immersive afternoon celebrating the launch of Scentiva, a new fragrance-forward cleaning line designed to elevate everyday routines. Launching this spring, the collection features three scent profiles: Coconut & Waterlily, Grapefruit & Orange Blossom, and Lavender & Jasmine.
Set in a transformed private home, the event featured three scent-inspired installations by Sobremesa, alongside food and beverages reflecting the collection. The experience began with a workshop led by Heather Day, Principal Scientist at Clorox, who introduced the line through a scientific lens. Then, fragrance house Takasago guided guests through the art of perfumery, exploring the olfactive pyramid behind Grapefruit & Orange Blossom. The afternoon concluded with a hands-on workshop led by Toronto-based brand LOHN, where guests created their own Scentiva-inspired fragrance.
From science-led discovery to interactive scent creation, each element was designed to bring the Scentiva collection to life with the goal of driving social + traditional coverage and purchase consideration from audiences
Campaign Spotlight -
Clé de Peau Beauté Masterclass
Clé de Peau Beauté welcomed guests to 30 Hazelton to unveil the Brightening Supreme collection. The event featured a premium treatment masterclass and educational session, positioning Brightening Serum Supreme II as a key element of post-treatment care, supporting treatment efficacy, optimizing aftercare, and promoting long-term results.
The evening brought together distinguished guests, including Dr. Jiyeh Joo, a board-certified medical and aesthetic physician and Founder of ReJoo Clinic in Toronto. Dr. Joo is recognized as a leader at the intersection of evidence-based medicine and K-beauty–inspired skin health, known for her refined, natural approach to achieving radiant “glass skin” results and for translating complex clinical insights into accessible, impactful skincare guidance.
Stephen Sardella was also in attendance, familiar to many guests. With 15 years at Clé de Peau Beauté, he brought deep knowledge of the brand’s heritage and ongoing innovation. During the event, Stephen shared insights into the Brightening Supreme line, highlighting its latest innovations, including the serum and mask.
The masterclass focused on the important role of post-treatment care and how thoughtful skincare can extend and enhance the longevity of clinical results. Through the line’s advanced technology and proven efficacy, the brand demonstrated its ability to support not only immediate radiance but long-term skin health.
Current Crush - Dupe
Mood boards, client decks, or brand-owned UGC, we’re all chasing that one perfect image that instantly captures a feeling, a mood, or aesthetic. It’s not just about filling space, it’s about setting a tone that resonates and visually communicating an idea.
Lately, one platform that we’ve been loving is Dupe, a royalty-free search engine built for discovering aesthetic images “you actually want to use.” What makes it interesting is its social-first approach: instead of feeling like a static stock library, the content feels current, curated, and relevant.
Even better, Dupe doesn’t just serve creative professionals, it supports the creators behind the visuals. By prioritizing visibility and discovery, it creates a space where creators can share their work while users get access to imagery that feels fresh, not overused. It’s a win-win that makes sourcing visuals feel less like a chore and more like part of the creative process.
Team Picks
Our team’s favourite products of the season!
Andrew’s Pick
Biossance Squalane + Amino Aloe Gentle Cleanser
“Have been using this for years and love how gentle it is on my sensitive skin!”
Kayla’s Pick
JVN Hair The Essential Dry Shampoo
“It refreshes my hair without leaving a heavy residue. It adds volume, absorbs oil well, and still feels lightweight and clean. Plus, the scent is subtle and fresh, not overpowering.”
Katherine’s Pick
Clé de Peau Beauté Eye Contour Cream Supreme
“I love it because it’s incredibly hydrating and feels like an eye mask with its rich texture. It’s so luxurious. Such a treat at the beginning and end of the day!”