LOS ANGELES, Aug 5, 2009 / FW/ — Project Runway and Models on the Runway are not premiering on Lifetime until August 20th, but the network and The Weinstein Company have already inked a deal with L’Oreal Paris and Garnier as multiple season sponsors.
In a joint announcement yesterday, Lifetime Television, The Weinstein Company, L’Oreal Paris and Garnier revealed that 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 -nominated and Peabody 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’Or al 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.