[03/05/07 - 12:02 PM]
Nexxus Named Official Hair Care Sponsor for Bravo's "Shear Genius"
Additionally, Allure magazine, a leading monthly beauty publication, has joined the series as the publishing partner, sharing editorial expertise and marketing assets.

[via press release from Bravo]


Allure Magazine Signs On As Publishing Partner For Bravo's Newest Competition Reality Series

NEW YORK � March 5, 2007 � Bravo announced today that Nexxus Salon Hair Care has signed-on as the official hair care sponsor of the network's eight-episode hair styling competition series, "Shear Genius," scheduled to premiere in spring 2007. Additionally, Allure magazine, a leading monthly beauty publication, has joined the series as the publishing partner, sharing editorial expertise and marketing assets. The announcement was made today by Susan Malfa, Vice President, Ad Sales, Bravo.

The true content partnership with Nexxus provides significant brand exposure through product integration, a presence on-air and online, in-market events and co-branded consumer contesting and advertising. As part of the partnership, Nexxus will provide the guest judge, prizing for a branded challenge in an episode as well as the $100,000 in seed money to the overall winner of "Shear Genius." In the digital realm, Nexxus will sponsor weekly "behind-the-scenes" text messaging and online and mobile voting features. In-market, Nexxus will create temporary "pop-up" salons in two major markets and provide in-store signage to salons nationwide. Nexxus celebrity hair stylist Roy Teeluck, owner of the Roy Teeluck Salon in New York, will offer viewers hair care and styling tips in on-air vignettes and the overall winner of "Shear Genius" will serve in an apprenticeship with him as part of their prize package. "Nexxus and Allure recognize the value of engaging program environments that Bravo's original shows like 'Shear Genius' offer," said Malfa. "We're pleased to be working with them as our advertising and publishing partners."

"We're thrilled to be a part of a show that truly celebrates the professional hair stylist," said Gina Lazaro, Senior Director of Marketing for Nexxus Salon Hair Care. "The heritage of Nexxus is rooted in the professional salon business � for more than 25 years Nexxus has been making products that help women everywhere achieve beautiful 'just from the salon' hair at home. Shear Genius provides us a vehicle to further support the professional community while showcasing the brand to an entirely new and wide audience of consumers."

Award-winning actress, designer and entrepreneur Jaclyn Smith will host "Shear Genius" and famed celebrity hairstylist and designer Sally Hershberger will serve as lead judge on the series. Michael Carl, fashion director of Allure will also judge and Rene Fris will serve as the "salon manager" and voice of reason to the stylists.

To win this competition, each hairstylist must prove their "Shear Genius" as they literally go head-to-head in creative challenges that require more than just talent with a comb and scissors. From the guy next door to the A-list celebrity, everyone is a potential client and provides a true test of skill. The crop of budding stylists will come from all walks of life and hail from all over the nation. Some will get "cut" early and others will "blow away" the competition. "Shear Genius" is produced for Bravo by Reveille. Ben Silverman and Mark Koops are executive producers of the series. Holly Wofford is co-executive producer.

Nexxus is available at salons and retail outlets nationwide. For more information, log on to www.nexxus.com.

Allure is the only women's magazine dedicated to beauty and is read monthly by 4.8 million American women interested in the news, trends, and facts about cosmetics, fragrance, skin and hair care, and how they impact a women's image.

Reveille is a leading independent production and distribution company focused on exploiting worldwide intellectual property rights through scripted and alternative television formats.

Launched in March of 2002 by Ben Silverman, the company produces innovative entertainment programming across all television genres such as the Emmy Award-winning "The Office" (NBC), which has also received two Television Critics Association Awards; "The Biggest Loser" (NBC); "Ugly Betty" (ABC); "House of Boateng" (Sundance Channel); "30 Days" (FX); "Blow Out" (Bravo); "Bound For Glory" (ESPN); "Nashville Star" (USA); "Date My Mom" (MTV); and "The Restaurant" (NBC).

Reveille is also the world leader in creating integrated marketing opportunities for leading advertisers while developing alternative financing paradigms. In addition, Reveille's growing library of programming is distributed to more than 150 countries worldwide through Reveille International. The company maintains offices in Los Angeles and New York.

Bravo is the cable network that plugs people into arts, entertainment and pop culture with original programming, acclaimed drama series, movies, comedy and music specials, and by showing a whole different side of celebrities. Currently available in more than 83 million homes, Bravo is known for breaking exciting new personalities, shaking up the way we look at style, media, fame and Hollywood, pulling back the curtain on the creative process, and making influential and inventive original programming. Its critically acclaimed original programming includes the Emmy-nominated "Kathy Griffin: My Life on the D-List," 12-time Emmy-nominated "Inside the Actors Studio," "The Real Housewives of Orange County," "Top Chef," "Celebrity Poker Showdown," as well as the 2004 Emmy winner for Outstanding Reality Program, "Queer Eye," and the four-time Emmy-nominated hit competition series, "Project Runway."

Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been an NBC cable network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information visit www.bravotv.com.

  [march 2007]  


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