The NovEra Group distributes exclusive, US-originating, hair treatment and replacement products. As part of a new marketing strategy, Jazz developed the product line name and communications platform designed to recruit member franchisees among hairdressing salons specialized in hair treatment and capillary replacement. The Capilia name and brandmark are the driving force behind a highly successful program which signed 25 salons across Canada in its first year and after only two agency-organized events in Ontario.