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L'Oreal Canada signs influencer deal with Dubdub

Montreal-based cosmetics company L'Oréal Canada has signed an agreement with mobile application developer Dubdub of Toronto. Through this agreement, L'Oréal will use Dubdub's recently-released Dubcandy application to monetize and track video content produced by online creators.

"We are always looking for ways to innovate and be 'digital first,'" said Stéphane Bérubé chief marketing officer at L'Oréal Canada. "E-commerce acceleration is part of our growth strategy in Canada and as a longtime advocate and supporter of influencer marketing, we feel that partnering with influencers through innovative e-commerce initiatives is the new way to operate. Dubcandy is helping us convert content into e-commerce sales. This will definitely change the way we produce in-house video assets and the way we work with influencers in the future. dubcandy is helping us elevate our influencers' partnerships and launch a new compensation model that will be directly linked to the influencer's branded content reach and engagement."

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