Conservative Party of Canada (CPC) members came out of their convention in Quebec exuberant, and they have good reason to be. Their party is enjoying the widest lead they have seen in the polls since Justin Trudeau became prime minister, and the convention had the feel of a party preparing to form the next government rather than forming a stronger opposition.

CPC Leader Pierre Poilievre has been a member of Parliament for nearly 20 years. He established a reputation as a quick-witted attack dog as a member of the opposition. His consistent needling of Liberal cabinet ministers during question periods in the House and in parliamentary committees kept government members on edge for years. While that style of performative politics was popular among partisan Conservatives, and it helped him comfortably win the leadership of the CPC last year, people wondered if he could win the support of Canadians at large.

Poilievre has been slowly but surely transforming his image since winning the leadership. Some of the change was aesthetic as his glasses disappeared, his hair was more carefully styled, and he appeared to be working out. While such efforts may seem shallow, appearance matters—especially when running against a prime minister who has been applauded more for his looks than his depth.