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Kim Lévesque-Lizotte: Marcel Pelchat's new ambassador
Finally, the secret is revealed!
The Québécois screenwriter and author has partnered with Salon Marcel Pelchat to unveil all her hair beauty secrets.
Discover now the story behind this partnership!
The shooting: May 18, 2024
The team from Salon Marcel Pelchat went to the Pierre-Lassonde Pavilion at the Musée National des Beaux-Arts du Québec to film the most important advertising campaign in its history.
Discover the iconic text written by Kim Lévesque-Lizotte to tell the story of the women in her family with Salon Marcel Pelchat.
Aude Tchigique, Les Productions Krow: Production Manager
Jean-Gabriel Morin, Les Productions Krow: Director
KEDL Visual Solutions: Photographer
Kim Lévesque-Lizotte: Lead Actress and Writer
Lyne Tremblay: Makeup Artist
Mat Turgeon, MED Numérique: Producer
Michael Kelly, Les Productions Krow: Art Director
The 60's
Text by Kim Lévesque-Lizotte
In the 1960s, Quebec was in motion, opening up to the world, and becoming more dynamic. People were rejecting religion, and women were stepping out of their kitchens. It was the Quiet Revolution, and my grandmother Charlotte was exploring all sorts of careers. She tried her luck at a hairdressing school alongside a certain Marcel Pelchat, a man in his thirties who was discovering his vocation as a hairdresser—a passion that would prove to be decisive for the rest of his life and leave a mark on Quebec. He managed to develop a modern and bold style and expertise, reflective of an era when everything seemed possible.
The 90's
Text by Kim Lévesque-Lizotte
In the 1990s, my mother, a young professional in her twenties and mother of three with an eccentric style, began modeling for the Marcel Pelchat Salon, which had now firmly established itself at Laurier Québec. With her short, punk haircut, my mother's photo—displayed and published widely—reaffirmed the salon's boldness and modernity. The salon has since become a true institution that transcends the ages...
Today
Text by Kim Lévesque-Lizotte
...to this day, where Marcel Pelchat's vision continues to evolve, driven by his daughter Rose and the talented team of hairdressers he has assembled. By combining art and hairstyling, the salon manages to appeal to all styles and generations with its innovative and timeless approach. From my grandmother to myself, and now to Rose, who is poised to ensure the future of a salon that will leave a mark on the future generations of women in Quebec.