[08/04/09 - 10:55 AM]
Lifetime Television, the Weinstein Company, L'Oreal Paris and Garnier Announce Multiple Season Sponsorship Deal with Project Runway and Models of the Runway
The partnership marks Garnier's debut as a sponsor of the franchise.

[via press release from Lifetime]

Lifetime Television, The Weinstein Company, L'Oreal Paris and Garnier Announce Multiple Season Sponsorship Deal With PROJECT RUNWAY and MODELS OF THE RUNWAY

Category Exclusive, Multi-Platform Marketing Alliance Includes Product Integration of L'Oreal Paris Cosmetics and Garnier Haircare Products

Comprehensive On-Air, Online and Print Push Planned for August 20 Return of Hit Reality Series and Debut of Companion Show MODELS OF THE RUNWAY

LOS ANGELES and NEW YORK, Aug. 4 -- Lifetime Television, The Weinstein Company, L'Oreal Paris and Garnier have entered into an exclusive, multi-platform promotional arrangement and sponsorship of the eagerly anticipated sixth season of Project Runway and its all-new companion series, Models of the Runway.

Under the terms of the multiple-season alliance, the L'Oreal Paris cosmetics line and the haircare, styling and haircolor brand Garnier will serve as the official category partners for the sixth season of the Emmy((R))-nominated and Peabody((R)) Award-winning 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 media; extensive digital media content, including a major online sweepstakes; and $100,000 contestant prizing for Project Runway provided by L'Oreal Paris, and $25,000 prizing for Models of the Runway from the L'Oreal Paris Skin Genesis collection.

Project Runway will premiere on Thursday, August 20, at 10PM ET/PT, and seamlessly lead into Models of the Runway at 11PM ET/PT.

Project Runway will feature host Heidi Klum, mentor Tim Gunn and judges Michael Kors (leading fashion designer) and Nina Garcia (fashion director of Marie Claire magazine) guiding 16 new contestants as they show off their design skills to see who makes the cut for Mercedes-Benz Fashion Week and wins $100,000, a trip to Paris and a photo spread in Marie Claire. Filmed in Los Angeles and New York, Project Runway will also feature influential guest judges from the worlds of fashion, music, film and television.

Each 30-minute episode of Models of the Runway will give fans a behind-the-scenes look at the reality competition - from the models' perspective. Viewers can experience the drama, anxiety, joys, tears and frustrations as the models themselves face elimination each week and compete for a $25,000 cash prize and photo spread in Marie Claire. Both series are produced by The Weinstein Company, Miramax Films, Bunim-Murray Productions and Full Picture Productions.

Campaign elements include integrations of numerous L'Oreal 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'Oreal 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'Oreal 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 L'Oreal Paris and Garnier products needed to get the looks seen on Project Runway and Models of the Runway. L'Oreal Paris 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.

"With their strong brand awareness and equity in the beauty category, Garnier and L'Oreal Paris are ideal integration partners for Project Runway and Models of the Runway," said Debbie Richman, Executive Vice President, Ad Sales, Lifetime Networks. "Garnier and L'Oreal Paris have long been at the forefront of shaping style in America, and Project Runway continues to provide the perfect platform to showcase their brands. Coupled with Lifetime's powerful connection with women, their products will reach a large audience on-air and online in a fun, entertaining and energetic way."

"Aspiration and innovation are at the heart of L'Oreal Paris, so it's a natural fit for the brand to be backstage at the hottest ticket in fashion," said Anne Talley, Senior Vice President of Marketing, L'Oreal Paris. "This is our sixth year in a successful partnership with The Weinstein Company and Project Runway, and we are thrilled to begin working with Lifetime Television, a company who shares in our commitment to celebrate and support women. We are pleased to award cash prizes to the winning model and Runway designer so they may express their creative visions, and ultimately, realize their dreams."

"The Weinstein Company is thrilled to continue its long standing partnership with L'Oreal Paris and to launch a new relationship with their sister brand, Garnier. Project Runway is unrivalled in its ability to reach these brands' core consumers by continuing to maintain the dual qualities of being aspirational yet accessible. This philosophy is clearly shared by L'Oreal Paris and Garnier, both of whom deliver an innovative vision of high quality and achievable beauty to their customers," said Lance Still, Executive Vice President of Promotions and Integrated Marketing for The Weinstein Company.

"Project Runway provides a unique opportunity for Garnier to showcase its high performance, naturally-inspired haircare, styling and haircolor portfolio to a powerful and passionate Lifetime audience," said Carolyn Holba, Senior Vice President of Marketing, Maybelline New York*Garnier. "Hair is the ultimate style accessory. The looks created in-show will inspire viewers each week - and drive them online, where celebrity hairstylist Philip Carreon will show them how to create those styles with Garnier products."


Hosted by supermodel and fashion maven Heidi Klum, the hit series Project Runway provides budding designers with an opportunity to launch their careers in fashion, under the watchful eye of mentor and Liz Claiborne Chief Creative Officer Tim Gunn. The wildly successful competition reality series has proven to be one of television's most talked about shows and was the highest rated unscripted competition on all of cable for 2008.

Models of the Runway, an exciting new companion series to Project Runway, will give fans a behind-the-scenes look at the reality competition - from the models' perspective. Viewers can experience the drama, anxiety, joys, tears and frustrations as the models themselves face elimination each week and compete for a cash prize and photo spread in Marie Claire magazine.

Produced by The Weinstein Company, Miramax Films, Bunim-Murray Productions and Full Picture Productions, Project Runway and Models of the Runway are executive produced by Bob and Harvey Weinstein, Co-Chairmen of The Weinstein Company, and Jon Murray and Sara Rea of Bunim-Murray Productions (The Real World). Heidi Klum; Desiree Gruber and Jane Cha of New York City-based Full Picture also executive produce both series. Barbara Schneeweiss oversees the production on behalf of The Weinstein Company.


The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care company that combines the latest in technology with the highest in quality for the ultimate in luxury beauty at mass. The L'Oreal Paris brand encompasses the four major beauty categories - haircolor, haircare, skincare and cosmetics - and includes such well-known brands as Preference, Excellence and Feria haircolors; EverPure, VIVE Pro, Studio Line and L'Oreal Kids haircare; Skin-Expertise skincare, including Revitalift, Age Perfect, Skin Genesis, Collagen, Sublime Bronze and Men's Expert; Colour Riche, True Match, Infallible and Bare Naturale cosmetics collections, a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others, and the HIP High Intensity Pigments line.

For more information on L'Oreal Paris and its brands, and to get comprehensive, personalized beauty information from the experts, visit www.lorealparis.com for access to unique content and dynamic interactive features, including the exclusive "Can I Help You" diagnostic tool.


Garnier believes in beauty through nature. Scientifically developed with selected natural ingredients, our products help you look healthy and feel better every day. Established in Paris at the turn of the 20th century, Garnier is the #1 beauty brand in France and a trusted leader throughout Europe, Asia, Canada and Mexico. Dedicated to providing a new vision for health with high quality beauty products, Garnier also provides a wide range of haircare, haircolor, skincare and sun care products throughout the world.

The Garnier family of U.S. products consists of Garnier Fructis, Garnier Fructis Style, Garnier Nutrisse, Garnier 100% Color and NEW Garnier Nutritioniste skin care.


Lifetime is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television and Lifetime Movie Network - cable's two highest-rated women's channels - Lifetime Real Women and Lifetime Digital (which includes myLifetime.com, LMN.tv, Lifetime Games, Roiworld.com, DressUpChallenge.com and MothersClick.com) are part of Lifetime Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.

  [august 2009]  


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