Univision Communications announced its roster of new and returning sponsors for the return of “Nuestra Belleza Latina” (Our Latin Beauty) — the program that combines the glamour of a beauty competition with the excitement of reality television. AT&T, Degree Women Natureffects, JCPenney, Maybelline New York, Garnier Fructis and State Farm all return as sponsors for the show’s fourth installment which premieres on Sunday, 3/14 from 8:00-10:00 p.m. ET/PT.
The season premiere will be preceded by two shows recapping the drama of this season’s auditions with the first episode which aired 3/9 and the second airing 3/11 from 10:00- 11:00 p.m. ET/PT. The show’s extended two-hour format will continue to challenge the contestants testing both their inner and outer beauty as they compete to win the crown of “Nuestra Belleza Latina”.
Each season “Nuestra Belleza Latina” has seen its audience grow – from 3.3 million viewers for the first episode in 2007 to 4.2 million viewers for last season’s premiere. Building off this ratings success, “Nuestra Belleza Latina” welcomes three new sponsors from diverse product categories including Colgate-Palmolive Co., Crystal Light and Walt Disney Parks & Resorts.
AT&T, Colgate-Palmolive Co., Crystal Light, Degree Women Natureffects, Garnier Fructis, JCPenney, Maybelline New York and Walt Disney Parks & Resorts each will have individualized programming content that will be co-created, seamlessly integrating the brands into the show via sponsored challenges that contestants will face on a weekly basis. Brands will also have product placement opportunities, branded recaps and other showcases throughout the season.
In addition, Crystal Light becomes the official beverage of “Nuestra Belleza Latina”. Their involvement will be fully woven into the show’s production including Crystal Light containers adorning the judge’s table and via other placement in episodes throughout the season.
AT&T, Colgate-Palmolive, Garnier Fructis, JCPenney, Maybelline and State Farm have also partnered with Univision to provide the winner of “Nuestra Belleza Latina” with a one year spokesperson contract for AT&T and JCPenney, a free wireless phone and up to $300,000 in cash and prizes. The winner will also receive the opportunity of a lifetime with a contract as Univision’s newest on-air personality.
Univision.com’s coverage of the event also includes sponsorships from top tier advertisers. JCPenney will once again sponsor a customized online brand extension entitled JCPenney “Closet de Sus Suenos” (Closet of Your Dreams). This interactive destination will incorporate 360 degree views of the 2009 “Nuestra Belleza Latina” winner Greidys Gil modeling JCPenney’s latest spring trends, with up to a dozen different looks available to users. The virtual closet will also incorporate the twelve 2010 finalists introducing JCPenney apparel and accessories throughout the season. A new social networking tool which allows users to send or post different looks on various sites is part of an expanded offering. In addition, JCPenney will be sponsoring a sweepstakes to win a grand prize trip for two to the “Nuestra Belleza Latina” finale and $500 in gift cards from the store with the entry hosted on Univision.com.
Maybelline and Garnier Fructis return as exclusive sponsors of the “Adivina y Gana Tu Belleza Latina Favorita” (Guess your favorite “Nuestra Belleza Latina” Beauty) on Univision.com. Users will have a chance to nominate their favorite contestant and in the process enter for a chance to meet her. The contest will be supported by a branded wireless application protocol (WAP) site allowing entrants to vote via their mobile device.
Degree Women Natureffects will be sponsoring an online sweepstakes hosted on Univision.com that sends the winner and guest to a nature inspired spa in Miami before heading off to the “Nuestra Belleza Latina” finale.
AT&T’s cross-platform sponsorship extends to online and mobile, starting with a sweepstakes on Univision.com. In addition, production of an AT&T ‘En Tu Movil’ splash page will also be created.