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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L’Oreal Shm’Oreal… The Uniformity of Beauty Ads

Every since I was old enough to be influenced by make-up ads, I have been intrigued by the  products advertised, but rarely did I purchase them. I believe that the cosmetic make-up industry, specifically those brands you can buy in drugstores,  have been sticking with a creative strategy for years that just isn’t very effective.  The problem is L’Oreal, Cover Girl and Maybelline (just to name a few) all seem to have adopted the same promotional strategy, which makes it tiresome to shut out all of the advertising noise in order to distinguish, remember and finally purchase a specific advertised product.

Let’s take a look at a couple average make-up ads, shall we? Try to remember the specific names of each make-up product advertised.

Watch more beauty ads here!

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