Project Runway & L’Oreal, a Seamless Match

Logical yet minimal product sponsorship is a beautiful thing. I know I wasn’t too favorable about Pepsi latching onto Simon Cowell‘s balls in its X Factor sponsorship, but product sponsorship can be done well. It doesn’t really make “sense” in the strictest definition of the word that Pepsi is on The X Factor. As a singing competition show, Pepsi really has no relevance. However, I think they’ve done a pretty good job of positioning themselves in a way that makes them relevant.

But, this is often difficult to do, which is why there are all of those official beverage/car/airline sponsors of big sporting and entertainment events. Usually the sponsors aren’t integrated into the programming and if they are its done rather forcefully. Considering, Pepsi has done a rather respectable job of integrating itself into The X Factor messaging and persona.

Project Runway does such a wonderful job of acquiring and integrating sponsors in a way that makes sense. Let’s walk through them, shall we?

L’Oreal Paris

Yes, the L’Oreal Paris make-up room. The styling of the contestant’s models is without a doubt important. The make-up sets the framework for who the girl they are dressing is and where she is going. Wesee the designers going into the make-up room for consultations and the make-up artists often spend a few seconds explaining the products they are using.

Garnier Hair Salon

Unbeknownst to me, L’Oreal actually owns Garnier, so this partnership makes even more sense. Like with make-up the hairstyling is another critical element to the entire look coming together. On the day of the runway, we see the stylists give a brief demonstration about how to achieve a particular look using Garnier’s various styling products.

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