L’Oreal Paris and Garnier have joined with Lifetime Television and The Weinstein Company for an exclusive sponsorship for the sixth season of Lifetime’s popular reality show Project Runway, and the new companion show Models of the Runway.
The two companies, L’Oreal Paris with its makeup products and Garnier with its hair care products are partnering for the two shows. This means that some of their products will be featured in the shows and their media advertisings will also combine their products with the franchise as well as on-air promotions. And, for fans, there will be an online sweepstakes.
In a press release, the terms and new strategy was explained. “With their strong brand awareness and equity in the beauty category, Garnier and L’Oréal 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’Oréal 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.”
Project Runway’s Sixth Season
Top model Heidi Klum and Tim Gunn host the top-rated show with fashion designer Michael Kors and Marie Claire magazine fashion director Nina Garcia judging the 16 contestants this season. Throughout the season there will also be other guest judges from fashion, TV, film and music.
The judges will guide and decide who makes it to the Mercedes-Benz Fashion Week and who will win the coveted $100,000 prize, a trip to Paris, and an opportunity to be in Marie Claire.
Models of the Runway First Season
The new companion series will consist of 30 minute episodes which will show the competition from the model’s point of view. This is a way for the viewers to go behind the scenes and get a personal look at the model’s side of the show, with their frustrations, happiness, tears and laughter.
The Emmy-nominated and Peabody Award-winning show Project Runway remains a highly rated show. And with the addition of its sister show, Models of the Runway, viewers will get even more of the drama, glamour, and ups and downs they have come to expect during the past five season.
Project Runway’s sixth season will premiere on Thursday, August 20, at 10PM ET/PT, and lead into Models of the Runway at 11PM ET/PT on Lifetime Television.
