Fans of Project Runway have probably already noticed that L’Oréal Paris and Garnier have been a part of the recently debuted sixth season. Following a sponsorship deal, this will continue into the seventh season as well.
In August, it was announced that the multi-season sponsorship deal with Lifetime Television, The Weinstein Company, L’Oréal Paris and Garnier was reached for Project Runway and Models of the Runway.
“With their strong brand awareness and equity in the beauty category, Garnier and L’Oréal Paris are ideal integration partners for Project Runway and Models of the Runway,” said Lifetime Networks Executive Vice President of Ad Sales Debbie Richman. “Garnier and L’Oréal 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.”
As part of this deal, “the L’Oréal Paris cosmetics line and the haircare, styling and haircolor brand Garnier will serve as the official category partners” for both shows. As the shows air, there will be product integration.
In addition, there will be “co-branded on-air promotion, advertising and print media; extensive digital media content, including a major online sweepstakes.”
L’Oréal Paris, which has been partnering with Project Runway since its inception, will provide a $100,000 contestant prize for Project Runway. The company will also provide a $25,000 prize for Models of the Runway.
“Aspiration and innovation are at the heart of L’Oréal Paris, so it’s a natural fit for the brand to be backstage at the hottest ticket in fashion,” said Anne Talley, Senior Vice President of Marketing, L’Oréal Paris. “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.”
This marks the first season that Garnier will be a sponsor.
“Project Runway provides a unique opportunity for Garnier to showcase its high performance, naturally-inspired haircare, styling and haircolor portfolio to a powerful and passionate Lifetime audience,” said Carolyn Holba, Senior Vice President of Marketing, Maybelline New York*Garnier. “The looks created in-show will inspire viewers each week – and drive them online, where celebrity hairstylist Philip Carreon will show them how to create those styles with Garnier products.”
Source: http://www.examiner.com/x-15970-Project-Runway-Examiner~y2009m8d30-LOreal-Paris-and-Garnier-sponsor-Project-Runway
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