Lancome enters funded TV sector for awards show

by Colin Grimshaw, Marketing 11-Mar-04

L'Oreal brand Lancome has created an advertiser-funded ITV1 documentary, to showcase highlights and back-stage footage from this year's Lancome Colour Design Awards.

The awards show, now in its fourth year, has been recorded before, but has never been broadcast on TV.

The deal with ITV1 is a first for Lancome and the show aired yesterday (Wednesday). The deal was set up by ZenithOptimedia's sponsorship arm Alliance, with TV production company Flawless.

ZenithOptimedia general manager Oliver Joyce said advertiser-funded programming was a powerful tool for Lancome, which it would use to "both inform and entertain the consumer".

The awards were created to highlight the work of the UK's best young fashion talent and provide an opportunity for students from Central Saint Martins fashion college to present their designs on a catwalk. Jonathan Saunders, a previous winner, has become this year's hot property on the UK fashion scene.

Flawless Media managing director Roger Troup said: "The combination of top models, celebrities and the fashion credibility of the students will make for entertaining TV and speaks volumes about Lancome's positioning."