Turns out LG Electronics Canada isn't the only cell phone company getting in on the action at L'Oréal Fashion Week. Samsung Canada participated in the event for the first time by sponsoring designer Katya Revenko and her line Desperately Different. The company held a party at the Drake Hotel Monday to celebrate the sponsorship and preview its new Cleo phone, launching with Bell on November 8.
“The phone is very targeted toward females, and it has a leading edge design, so it's a great pairing,” said Jo Allan, marketing manager in Samsung Canada's wireless terminals division. The press release describes the phone as being “easily mistaken for a makeup compact.”
Monday night's party featured spray-on tattoo artists, a dessert bar, and makeup touch-ups from Cake Beauty. The Canadian company's Kiss Lip Butter will accompany purchases of the limited-edition pink Cleo. To continue marketing to the fashion-savvy crowd—and supporting Desperately Different—Samsung is sponsoring the Fashion Takes Action event on November 8, where 10 eco-friendly Canadian designers, including Revenko, will show off their work.