Canada: a market rich in opportunities, and an excellent playground for French brands!
At bicom, we’re often asked by potential French clients, “Do we really need to communicate locally in Canada? Can’t we manage it directly from Paris or ask our U.S. agency to handle it?”
The answer is:Local communication is cruical, and doing it through a local partner is essential! Here’s why.
Let’s start with a little background!
Canada is often viewed as a welcoming and vibrant country, known for its diverse culture, high quality of life and strong values of freedom and goodwill. However, it’s important to know that Canada is not simply an extension of the US or France, it has its own distinct identity.
With a population of 40 million spread across 10 provinces, each region has its own climate, standards, and way of life. For brands, this means understanding the unique dynamics of each market is crucial to success!
Canada is renowned for its cultural diversity and bilingualism (with official English and French as official languages, and Montreal being the second– largest French-speaking city after Paris). The Canadian population is highly connected and sensitive to international trends making it an ideal market for beauty, fashion, and lifestyle brands seeking to make their mark in North America.
Indeed, Made in France is perceived as a symbol of elegance, quality, craftsmanship and refinement. Canadian consumers are particularly drawn to the avant-garde, trendy allure of French brands.
Ontario (Toronto) and British Columbia (Vancouver) have a strong affinity for luxury brands, while Quebec and other provinces tend to place more emphasis on comfort, well-being and craftsmanship. This highlights the importance of tailoring your communication approach to the unique preferences of each province, whether working with journalists or content creators, partnering with a local agency that understands the distinct market codes across Canada is key … after all, one of Canada’s defining features is its ability to offer a diversity of markets within a single market!
Canada has its own media ecosystem, sphere of influencers and its own star systems. It is governed by its own inherent codes, and while it has a strong appetite for French brands, journalists and content creators expect brands to understand and respect the cultural nuances in their communications. That’s where bicom comes in! With a deep understanding of both North American and European cultures, we help you navigate the distinct markets of Quebec and English Canada team builds bridges to help you better understand the markets of Quebec and English Canada.
At bicom, we’ve had the privledge of representing iconic French brands across fashion, beauty and lifestyle for many years, as they work to establish themselves in the Canadian market.
Our portfolio includes Sézane, Diptyque, Guerlain, Lacoste, Lancôme, Vichy, Nicolas Feuillate and Emily’s Pillow, La Maison Générale and La Rosée, who joined the agency in 2025.
One of bicom’s great strengths lies in our deep understanding of both Canadian and French cultures. Our team’s unique experience, with many of us having started our careers in France before establishing ourselves in Canada, allows us to bridge the cultural gap for our clients seamlessly.
This cultural fluency makes our communications approach with clients highly effective as we are positioned to help brands navigate the nuances of both markets and bridge the gap between what they know and where they’re headed. Whether it’s understanding market specifics, navigating the unique media ecosystem, or mastering the essential elements of influencer campaigns, bicom equips brands to create impactful, high-visibility strategies. We focus on establishing industry best practices, providing clear benchmarks, and guiding brands through market discovery. True to our motto – bilingual, agile and fully in control of our markets – we work as an extension of our clients in the Canadian market!
A curious, dynamic market with untapped potential!
From fashion to food, design to culture, France maintains a strong, positive image in Canada.
The Canadian fashion and beauty market is booming, driven by conscious consumerism and a growing interest in quality, sustainable and ethical products. Canadians are increasingly interested in natural beauty products and responsible fashion labels, aligning perfectly with the values of many French brands that prioritize environmental commitment and craftsmanship. This gives French brands a significant opportunity: not only position themselves in the luxury category, but they can also capitalize on emerging trends like “slow fashion” and clean cosmetics.
The Canadian market remains far from saturated, and demand for brands that resonate with local consumers continues to rise. Unlike in more mature markets like Europe or the U.S., competition here is not yet fierce, which makes it a promising opportunity for brands seeking to expand. Just as in the U.S., Canadians are heavily influenced by influencer recommendations on social networks. Instagram, TikTok, YouTube and Pinterest are essential platforms where Canadian consumers seek advice, trends advice and inspiration for beauty and fashion inspiration. Engaging with these platforms, where consumers are eager to discover brands, is key to creating a lasting connection.
How to get started? Best practices to adopt!
Does your brand have an online store, a bilingual website, and international shipping options (ideally with pricing in Canadian dollars)? You’re already on the right track! start!
It’s important to avoid common misconceptions: France isn’t Quebec, let alone Canada!
The way we communicate, the marketing calendars, and even the language all need to be adapted to local culture. It’s essential to remain adaptable, understanding that market entry takes time, flexibility and continuous learning.
One common pitfall is comparing French and Canadian success stories. You’re addressing a new audience with a different culture. The secret is to ADAPT. Embrace local best practices, learn from mistakes and be patient with the slower initial pace. Understand that journalists and content creators will always find it easier to work with a local agency that knows them and understands the specifics of the market and their profession at local level, over an agency based in France which may be out of touch with the daily realities in Canada. This approach will pay off 1,000 times over – our clients, media contacts and influencer partners can attest to that!
Another common misconception is that a U.S. agency can get you the same results in Canada as a local agency. Wrong! U.S. agencies often treat Canada as an afterthought, lacking the understanding of our unique market and relationships. The Canadian PR landscape requires local expertise to navigate effectively.
The worst faux-pas: Approaching Quebec journalists on behalf of French brands… in English, without offering French-language materials. A mistake that can cost a brand its reputation and credibility in the Quebec market!
When you’re hiring internally, you’re looking for an expert with high added value that will enable you to achieve the best possible ROI, right? The same applies here: if you want to communicate effectively in Canada, work with an agency that offers the expertise and connections you may not have.
In summary
By implementing tailored public relations and influencer marketing strategies and partnering with the right local agency, French brands can strengthen their presence in Canada while boosting their international image.
Canada offers brands an exciting opportunity to connect with a passionate audience, while capitalizing on core values like luxury, innovation and ethics. Springboard for brands wishing to connect with a demanding and passionate public, while capitalizing on values such as luxury, innovation and ethics.
Want to know more? Contact me today! I’ll be delighted to guide you and answer your questions!
You’ll also find my Business interview specifically for French brands with Peggy Frey here.
Laetitia Jallais, Vice-President Strategies & Innovation, also in charge of bicom France.
