Ready, set, ‘Runway’: L’Oreal Paris, Garnier to sponsor two shows
NEW YORK L’Oreal Paris and Garnier are partnering with Lifetime Television and The Weinstein Co. to sponsor the sixth season of “Project Runway” and its new companion series, “Models of the Runway,” which premieres Aug. 20.
“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,” stated Anne Talley, SVP marketing for L’Oreal Paris. “This is our sixth year in a successful partnership with The Weinstein Co. 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.”
As part of the alliance, the L’Oreal Paris cosmetics line and the hair care brand Garnier will serve as the official category partners for the sixth season of “Project Runway” and the inaugural season of “Models of the Runway.” The partnership, which also includes the next season of both series and marks Garnier’s debut as a sponsor of the franchise, will include in-show product integration; co-branded on-air promotion, advertising and print media; extensive digital media content, including a major online sweepstakes; and $100,000 contestant prizing for “Project Runway’ provided by L’Oreal Paris, and $25,000 prizing for “Models of the Runway” from the L’Oreal Paris Skin Genesis collection.
“‘Project Runway’ provides a unique opportunity for Garnier to showcase its high performance, naturally-inspired hair care, styling and hair color portfolio to a powerful and passionate Lifetime audience,” added Carolyn Holba, SVP marketing for Maybelline New York Garnier. “Hair is the ultimate style accessory. 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.”