After numerous marketing studies, Les Babouches d'Alain Inc. was born and incorporated in January 1997. From the beginning, the young entrepreneurs made a lot of efforts to promote their product by participating in several salons and exhibitions, both for the general public and for professionals. They also published many ads in newspapers, filmed one corporate video and broadcasted a TV message. Traditional media quickly took interest in the Babouches: let us mention amongst others broadcasts such as Claire Lamarche, Salut Bonjour!, Les Saisons de Clodine, La vie en Estrie and popular radio shows in Toronto. Furthermore, some magazine or newspapers articles (some of them posted in the Testimonials section) contributed largely to the fame of the company.