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Tresemme Says Auf Wiedersehen to 'Project Runway'

Hair-Care Brand Joins Elle Magazine for CW's 'Stylista' in Fall

By Published on .

NEW YORK (AdAge.com) -- Elle magazine isn't the only sponsor departing "Project Runway" after the show moves from Bravo to Lifetime in November.
Tresemme has been the exclusive hair-care sponsor for the past four seasons of 'Runway.'
Tresemme has been the exclusive hair-care sponsor for the past four seasons of 'Runway.' Credit: Bravo

Tresemme, the exclusive hair-care sponsor for the past four seasons of "Runway," will join its magazine partner in moving to the CW as the hair-care partner for "Stylista," a "Devil Wears Prada"-esque competition series that makes its debut Oct. 29.

Following the cool crowd
Brandy Ruff, integrated marketing communication director for Tresemme parent company Alberto-Culver, said Tresemme declined the opportunity to renew its sponsorship for season six in order to focus on its target audience of 20-something trendsetters.

"It wasn't as relevant to be on Lifetime as it was on the CW, considering the demographics," Ms. Ruff said. "We know our consumer, and we wanted to be moving and going along with the trends."

H&M will also be featured during the show's eight-week run as an integrated retail sponsor, which Ms. Ruff cited as another appealing synergy. "They have similar brand philosophies, with being trend-focused and affordable."

In addition to being the integrated hair-care sponsor, Tresemme will also create its own branded vignettes to air during commercial breaks, as well as its own integrated program to air on CWTV.com. Additional print and retail components are still being determined.

Trashy revelations
Tresemme's departure from "Runway" also lends credence to a document discovered by the Village Voice in Harvey Weinstein's trash can -- no, seriously -- indicating that L'Oreal had been offered the opportunity to buy out Tresemme's hair-care sponsorship for seasons six and seven so it could be the official makeup and hair partner, as it had initially been during the first season. A spokesperson for L'Oreal did not immediately return phone calls.
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