• by David Goetzl , June 24, 2008

Bravo, which has integrated multiple sponsors in recent seasons in its batch of reality-competition series, appears to be trying some variation of a less-is-more approach with the coming season of "Shear Genius."

Nexxus, the hair-care marketer, will be the sole advertiser with integrations--which includes in-show exposure and custom vignettes, among other opportunities that also encompass a digital presence.

The in-show exposure includes a "Shear Genius Nexxus Salon" as part of the set. Competing would-be expert hair stylists--competing for $100,000 from Nexxus and a position at the company--will also use solely Nexxus products.

The series premieres June 25.