Lifetime Signs Partners for Project Runway

LOS ANGELES: Lifetime Television and The Weinstein Company have signed a multiplatform marketing alliance with L’Oréal Paris and Garnier for integration into the sixth season of Project Runway and its all-new companion series, Models of the Runway.

The L’Oréal 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-nominated Project Runway and the inaugural season of Models of the Runway. The multi-season partnership 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’Oréal Paris and $25,000 prize for Models of the Runway from the L’Oréal Paris Skin Genesis collection.

L’Oréal Paris had been a sponsor on previous seasons of Project Runway, while Garnier is new to the series (TRESemm Professional Hair Care previously took care of the styling sponsorship). 

“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, the executive VP of ad sales for 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.”

“Aspiration and innovation are at the heart of L’Oréal Paris, so it’s a natural fit for the brand to be backstage at the hottest ticket in fashion,” added Anne Talley, the senior VP of marketing for L’Oréal 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’Oréal Paris and to launch a new relationship with their sister brand, Garnier," commented Lance Still, the executive VP of promotions and integrated marketing for The Weinstein Company. "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’Oréal Paris and Garnier, both of whom deliver an innovative vision of high quality and achievable beauty to their customers."  

"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, the senior VP of marketing for 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."

Project Runway will premiere on August 20 at 10 p.m. on Lifetime, leading into Models of the Runway at 11 p.m.