Ford Models Supermodel search heads out to the mall

Maybelline, Redken and Diesel are back on the partnership palette with integrated activations including a partnership with Teen Flare magazine and an expanded four-part series on Citytv in September.

The nationwide search for this year’s Ford Models Supermodel of the World – Canada kicks off at Toronto’s Eaton Centre tomorrow afternoon with partners Maybelline, Redken and Diesel back on board to provide modelling hopefuls across the country first-hand connections with their brands.

The search for a contestant to compete in the global final continues with stops in Calgary, Montreal, Edmonton and Vancouver through June 20, and will be filmed for a four-part television series to be produced by Citytv, Ford Models and their partners. The nationwide search will air this September, including a live broadcast finale from Citytv’s new production facility, with on-air personality Dina Pugliese and editor Laura Lanktree co-hosting the show. will also carry details on the open call, photos from the auditions, fashion articles, videos and a blog by Lanktree.

For its part, Maybelline New York is offering mini makeovers at its booth where participants get their pictures taken and posted on a Facebook account created for the event. ‘This one-on-one time we have with participants is an opportunity for them to learn more about Maybelline’s new products of the season,’ Maude Lauzon, group product manager, Maybelline New York, tells MiC. The partnership also allows the brand to extend its connection beyond the tour, by inviting participants to sign up for the MyMNY beauty guide at the events, and communicate via a personalized beauty guide with tips, advice, product recommendations, special offers and exclusive rewards through which the brand can keep in touch with members seasonally.

In each of the five cities, Redken will have one of their top hairstylists working with the Ford scouts and offering styling, hair care and color advice. From June to September Redken has also planned a large drive-to-salon effort which includes in-salon visibility about the Ford partnership, promotions boosting Redken styling products as Ford favorites and web activations.

‘This is a highly strategic partnership for Redken,’ Ford Models Canada director Diane Lang tells MiC. ‘It enables them to communicate directly with consumers and re-emphasize their strong connection to fashion as a NYC brand. Redken’s heritage has always been about fashion, and what better way than this activation to showcase this message both one-on-one with consumers and future trendsetters in the city calls, as well as aired throughout the television series in September.’