L’Oréal Paris backs Project Runway Canada

The beauty sponsor has followed the successful US show to Canada.

L’Oréal Paris has signed on as lead sponsor and beauty partner for Slice’s Project Runway Canada, the homegrown version of the widely successful and marketer-friendly series. When the Canadian show premieres in October, hosted by Iman, L’Oréal Paris will get brand integration across all media – in-show, on-air, online and in print.

The sponsor’s presence in the series will highlight beauty trends, including makeup and hair expertise, throughout the competition. In-show, the 12 competing designers will consult with L’Oréal Paris beauty experts for each contestant’s weekly design in the L’Oréal Paris Beauty Room. The sponsor will also provide and coordinate a professional portfolio photo shoot. The winner also gets $100,000 (from the producers, Insight Productions) to start a fashion line and a feature spread in a leading fashion mag (the magazine promotional partner has not yet been announced).

Alliance Atlantis will integrate L’Oréal Paris into the show’s official website, hosted at Slice.ca, with exclusive content. The site will promote a beauty page, show product info, official blogs by L’Oréal Paris Beauty Experts Eddie Maleterre and Eric Del Monaco, and video segments with exclusive beauty tips by L’Oréal Paris experts.

The show’s US version ranked #1 in Canada for the A25-54 and W25-54 demos on Life Network (now Slice) in the fall 2006.