Lifetime Television, The Weinstein Company, L’Oreal Paris and Garnier have entered into an exclusive, multi-platform promotional arrangement and sponsorship of the eagerly anticipated sixth season of Project Runway and its all-new companion series, Models of the Runway.  Under the terms of the multiple-season alliance, the L’Oreal Paris cosmetics line and the haircare, styling and haircolor brand Garnier will serve as the official category partners for the sixth season of the Emmy®-nominated and Peabody® Award-winning Project Runway and the inaugural season of Models of the Runway. The partnership includes the next season of both series and marks Garnier’s debut as a sponsor of the franchise.  Campaign elements include integrations of numerous L’Oreal Paris and Garnier products into Project Runway and Models of the Runway; tagged tune-ins to air on Lifetime and on radio throughout the U.S.; and co-branded print advertising in major market daily newspapers and national magazines. Also included in the partnership will be a major digital push, including extensive online and viral content and the custom micro-sites The L’Oreal Paris Makeup Room and The Garnier Hair Studio (housed within the Project Runway and Models of the Runway sites on myLifetime.com). Both sites will feature branded video content using company products to instruct consumers with cutting-edge beauty tips. Additionally, the sites will showcase select photos documenting styles from each episode with corresponding L’Oreal Paris and Garnier products needed to get the looks seen on Project Runway and Models of the Runway. L’Oreal Paris will also have title sponsorship of a major online sweepstakes with weekly $1,000 cash prizes and one grand prize of $25,000 and a trip to New York to meet Tim Gunn.  “With their strong brand awareness and equity in the beauty category, Garnier and L’Oreal Paris are ideal integration partners for Project Runway and Models of the Runway,” said Debbie Richman, EVP, ad sales, Lifetime Networks. “Garnier and L’Oreal Paris have long been at the forefront of shaping style in America, and Project Runway continues to provide the perfect platform to showcase their brands. Coupled with Lifetime’s powerful connection with women, their products will reach a large audience on-air and online in a fun, entertaining and energetic way.”

“Aspiration and innovation are at the heart of L’Oreal Paris, so it’s a natural fit for the brand to be backstage at the hottest ticket in fashion,” said Anne Talley, SVP  of marketing, L’Oreal Paris. “This is our sixth year in a successful partnership with The Weinstein Company and Project Runway, and we are thrilled to begin working with Lifetime Television, a company who shares in our commitment to celebrate and support women. We are pleased to award cash prizes to the winning model and Runway designer so they may express their creative visions, and ultimately, realize their dreams.”

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