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[05/04/09 - 10:11 AM]
Bravo Announces Multi-Platform Sponsors for "The Fashion Show"
TRESemmé and Propel Vitamin Enhanced Water are among the four sponsors.
[via press release from Bravo]

BRAVO ANNOUNCES MULTI-PLATFORM SPONSORS FOR "THE FASHION SHOW"

Four Sponsors Confirmed Including TRESemm� And Propel� Vitamin Enhanced Water

NEW YORK - May 4, 2009 - Bravo has inked multi-platform deals with four sponsors including TRESemm�, Propel� vitamin enhanced water beverage, a major wireless carrier and a health and beauty company to be unveiled during the run of the series, for the premiere season of Bravo's newest fashion creative competition series "The Fashion Show," premiering Thursday, May 7 at 10 p.m. ET/PT. These sponsorship deals provide unique brand exposure as well as a major on-air and online presence.

TRESemm� will serve as the official hair care partner for the series. The fully-integrated sponsorship includes an in-show branded hair salon and the $125,000 prizing. TRESemm� is part of the action each episode by providing catwalk-ready hair created by the TRESemm� stylist team lead by celebrity stylist Jeanie Syfu. TRESemm� will also sponsor one of the series' challenges, showing that hair is the ultimate fashion accessory to complete a look.

The multi-platform deal will also feature customized on-air vignettes starring Harper's Bazaar's Laura Brown and TRESemm�'s Jeanie Syfu. Brown and Syfu will highlight the latest hair and fashion trends this season, and each vignette will showcase how to create an overall look from head to toe. BravoTV.com will also feature videos from the behind-the-scenes TRESemm� salon cam, showing viewers first-hand how high-fashion hair styles are created. In addition, TRESemm� continues to increase its online presence with its lifestyle website, TRESemm� StyleSeeker(TM), including photos, blogs and tips on how to get the winning look from each episode.

The Propel brand will have a weekly presence in the series via tagged tune-in and billboards, and the Propel sponsorship will support Bravo's custom vignette series, including experts who will teach viewers how to value quality versus quantity when buying clothing and who will provide advice on how to keep key basics in their wardrobe.

"The Fashion Show" follows 15 professional designers and is hosted by internationally acclaimed designer Isaac Mizrahi and four-time Grammy Award-winning performer and actress Kelly Rowland. Mizrahi and Rowland will also serve as judges alongside fashion luminary and Senior Vice President of IMG Fashion, Fern Mallis.

As previously announced, Harper's Bazaar will serve as the official magazine partner for the series, fully integrated into each episode. Each week the designers will be put to the test and will have to face off in two challenges - the Harper's Bazaar Mini Challenge, judged by the magazine's Special Projects Director Laura Brown, and an elimination challenge. In the end, America will choose which contestant will have a clothing line available for retail and win the $125,000 prize, presented by TRESemm�.

"The Fashion Show" is produced by 3 Ball Productions for Bravo. JD Roth, Todd A. Nelson and Adam Greener serve as executive producers.

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 Universal 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.





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· FASHION SHOW, THE (BRAVO)




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