Bilodeau’s favourite pitch came from Smashbox cosmetics, which had partnered with Canadian illustrator Donald Robertson to design a lipstick collection. To promote the line, Smashbox gave The Kit access to the renowned artist who has been dubbed the “Andy Warhol of Instagram” by Vogueand the Globe and Mail. The magazine ran a Q-and-A with Robertson and photographed him as he sketched Beyonce with a Sharpie and a Smashbox lipstick from his line.
The benefits of the pitch were twofold: Smashbox got its new lipstick in the pages of The Kit and Bilodeau got direct access to a big name for content that ran Twitter, Pinterest and Instagram.