Rimmel and Sugar in drive for aspiring models

by Daniel Farey-Jones, Brand Republic 06-Sep-05, 07:00

LONDON – Rimmel London has signed as headline sponsor of Sugar magazine's annual model competition, and is offering every entrant a goody bag worth over £60 containing beauty products and treats.

The competition will be promoted through Hachette Filipacchi's Sugar magazine and email and SMS broadcasts to around 50,000 readers on its database. It will also be advertised on other teen media including the Hit40uk chart and Mykindaplace.co.uk.

Judging will take place at roadshows at seven major shopping centres across England and Scotland. They will all be compered by reality TV star Jeff Brazier and run from October 15.

Sophie Lorge, marketing manager at Rimmel London, said: "The Sugar/Rimmel model competition is an excellent fit with our target consumer and generates enormous brand involvement and interest. It allows Rimmel London to sample in an original and unique environment while associating with a synergistic brand."

The six finalists will win £150 fashion vouchers and Sugar readers will decide the overall winner, who will appear on the cover of the July 2006 issue and have the chance of being signed by modelling agency ICM.

This is the fifth consecutive year that Rimmel has sponsored the competition.

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