With "Project Runway" finally set to debut on Lifetime this month, the network and producers, the Weinstein Co., announced multi-tiered sponsorship deals with L'Oréal Paris and Garnier.
The arrangements cover both "Runway" and new companion series "Models of the Runway." The deals cover two seasons for each show. "Runway's" sixth go-round comes to Lifetime Aug. 20 after the series spent many years on Bravo.
L'Oréal and Garnier will receive category exclusivity as cosmetics and hair-care marketers, respectively, for both shows. Garnier is a first-time "Runway" sponsor; L'Oréal has been with the show since the beginning.
Both brands will have product integration in the series, and link their brands with promotions for the programs leading up to the debuts, including appearances in radio and print advertising.
L'Oréal will also have a role in an online sweepstakes, while there will be micro-sites -- "The L'Oréal Paris Makeup Room" and "The Garnier Hair Studio" -- both housed on myLifetime.com.
"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.