Lifetime Television, The Weinstein Company, L’Oréal Paris and Garnier have entered into an exclusive, multi-platform promotional arrangement and sponsorship of the sixth season of Project Runway and its new companion series, Models of the Runway.
The L’Oréal Paris cosmetics line and the haircare, styling and haircolor brand Garnier will serve as the official category partners 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; extensive digital media, including a major online sweepstakes; and $100,000 contestant prizing for Project Runway provided by L’Oréal Paris, and $25,000 prizing for Models of the Runway from the L’Oréal Paris Skin Genesis collection.
Campaign elements include integrations of numerous L’Oréal 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’Oréal 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 starring L’Oréal Paris consulting makeup artist Collier Strong and Garnier celebrity hair stylist Philip Carreon 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 products needed to get the looks seen on Project Runway and Models of the Runway. L’Oréal 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.