Perfume Shop signs six-figure deal with Living

by Fiona Ramsay, Media Week 04-Jul-08, 10:40

LONDON - The Perfume Shop has been signed up as exclusive broadcast sponsor of Virgin Media TV channel Living's new acquisition, Make Me A Supermodel US.

Under the six-figure deal, The Perfume Shop - the UK's largest specialist perfume retailer - will sponsor all 13 episodes of the show, beginning on 14 July. The partnership will also be supported in-store in The Perfume Shop's 167 UK stores.

The deal, designed to target young females, was negotiated by Amanda Ransted, commercial development manager at Virgin Media sales house IDS, and Steve Sworder, broadcast director, WFCA Integrated.

Make Me A Supermodel US is presented by former supermodel Niki Taylor and male supermodel Tyson Beckford and follows 14 aspiring models aiming for a $100,000 prize and a modelling contract with model agency New York Model management.

IDS recently secured sponsorship deals with Procter & Gamble brand Fibresure and holiday website icelolly.com for Living, both of which start this month.