L'Oreal Goes 'Full Frontal'

Signs up to sponsor WE's fashion show

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%%STORYIMAGE_RIGHT%% The WE: Women's Entertainment network has signed sponsorship deals with brands including L'Oreal for its upcoming "Full Frontal Fashion" series, confirmed a spokeswoman for the Rainbow Media Holdings cable network.

The series was acquired by WE last fall from MetroTV and it will air nationwide on April 6, at 6:30 PM. "Full Frontal'"s new marketing partners will air spots and their products will be placed in episodes. The terms of the deals were not disclosed. Execs at L'Oreal USA and Universal McCann, the cosmetic company's media buyer, could not be reached for comment.

"Full Frontal Fashion" is a news format program that covers the fashion scene, reporting from catwalks around the world and interviewing celebrities. The WE version of the show promises to also democratize the coverage for the everyday woman, with practical wardrobe advice.

%%PULLQUOTE_LEFT%% Hosts include Judy Licht, wife of ad legend Jerry Della Femina; Andre Leon Talley, Vogue's editor-at-large; Suze Yalof Schwartz, exec fashion director at Glamour; and celebrity photographer Patrick McMullan.

WE will also introduce a new host this year—Ali Landry, the former Miss USA who starred in a Dorito's campaign that aired during the 1998 Super Bowl. She made her debut on "Full Frontal Fashion" in a one-hour special that appeared on WE in February.

"Full Frontal Fashion" recently covered fashion shows in Milan, Paris and London, as well as the Mercedes-Benz Fall 2003 Fashion Week in New York.

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