Bravo booked an appointment with Nexxus Salon Hair Care as the sole integrated sponsor for the upcoming season of the hair-centric hit creative competition series, “Shear Genius,” premiering Wednesday, February 3 at 10 p.m. ET/PT. The cross platform sponsorship deal includes exclusive in-show brand integration, on-air sponsorship and customized vignettes featuring the show’s new host, sponsorship of Bravo’s live voting, interactive photo galleries, as well as other digital and off-channel elements.
The Nexxus brand will be fully integrated into each episode as the stylists work in the “Shear Genius Nexxus Salon,” stocked solely with Nexxus hair care products. They will also serve as the prizing partner for the series, furnishing the winner with $100,000 in prize money and an apprenticeship with Nexxus Salon Hair Care. Throughout the series, Nexxus will unveil sponsored custom vignettes featuring “Shear Genius” host Camila Alves and Nexxus Creative Director Kevin Mancuso, presenting fans with how-to’s on achieving hot styles with the help of Nexxus products.
Through the Nexxus sponsored live voting, fans can engage online and on their mobile devices, with a weekly chance of winning $500 for a hair makeover and a grand prize of $10,000 compliments of Nexxus Salon Hair Care. On BravoTV.com, Nexxus will have a custom online challenge where the style-savvy fan can submit photos of their own hair creations to win weekly prizes, as well as a “Rate The ‘Do” interactive photo gallery where engaged users can weigh-in on looks from each episode of the show.
“We are thrilled to be back for a third season of Shear Genius,” said Brandy Ruff, Alberto Culver Director of Integrated Marketing Communication. “It is a natural fit for Nexxus, a company with 30 years of salon experience, to sponsor a program that celebrates the professional community and provides viewers with an insight into the world of hair care.”
Bravo presents the first-ever “Shear Genius Salon” opening January 22 through January 24, during the 2010 Sundance Film Festival to support Locks of Love. “Shear Genius” judge, celebrity stylist Jonathan Antin, and Nexxus Creative Director Kevin Mancuso will be creating looks for the event’s A-list guests at the salon located in The Main Event Red Carpet Lounge & Green Suite in the heart of Park City, Utah. Locks of Love will welcome any hair donations at the “Shear Genius Salon,” and founder Madonna Cauffman will speak on the organizations efforts, as well as provide demonstrations on how to properly donate hair.
Bravo’s creative hair-styling competition series “Shear Genius” is back for its third season with a whole new look. International model and handbag designer Camila Alves makes her hosting debut alongside new series judge Jonathan Antin, celebrity stylist and former star of Bravo’s hit series “Blow Out.” Famed stylist Kim Vo returns as a judge for his second season, and new to the series, accomplished stylist Orlando Pita adds his voice of expertise as mentor to the contestants.