Slice signs L'Oreal Paris for Project Runway Canada promotion
Montreal-based cosmetics company L'Oréal Canada has signed an agreement with specialty television channel Slice making its L'Oréal Paris division the lead sponsor of reality television series Project Runway Canada, which will debut on the channel in October. The agreement was made in association with Insight Production and FremantleMedia Enterprises. Insight Production has licensed the Canadian version of the show from FremantleMedia. Through the deal, L'Oréal Paris products will receive brand exposure in the show as well as in various on-air, online and print materials. The company will supply the cosmetics used on the show and a number of "beauty experts" who will consult on makeup and hair for the show's contestants. "The countless organic product integration opportunities on-air and online in association with Project Runway Canada is a great way for sponsors to strike a chord with their target markets and we can't think of a better beauty partner than L'Oréal Paris to work with on bringing this series to Canadian consumers," said Errol Da-Ré, executive vice-president of sales at Alliance Atlantis Communications, which owns Slice.