London: Wednesday 18 October 2017: Debenhams Beauty Club is the headline sponsor of the new series of reality fashion shows Britain’s Next Top Model and Growing Up Supermodel, both of which air exclusively on Lifetime® in the UK.
The sponsorship deal will see Debenhams Beauty Club produce a range of fashion and beauty content that aligns with the shows. Models and contestants from both programmes will offer Lifetime viewers exclusive beauty and fashion tips via themed weekly videos shared on Debenhams Beauty Club’s social media accounts.
Lifetime UK will support the sponsorship through a fully-integrated digital content plan, on its own website, lifetimetv.co.uk, and social media channels.
The sponsorship launches this week to coincide with the new series of Britain’s Next Top Model, on Thursday 19 October. The previous series attracted more than a quarter of a million new viewers, establishing Lifetime as the top TV channel for young women in the programme’s premiere slot.
Luke Duffy, VP of Ad Sales UK at A+E Networks UK, says: “We are delighted to have Debenhams Beauty Club on board as the headline sponsor of Britain’s Next Top Model and Growing Up Supermodel on Lifetime. There’s a great synergy between the brand and our fashion reality shows and we’re certain that viewers will really enjoy the great additional content this partnership brings.”
Richard Cristofoli Debenhams’ Marketing Director, says: “Britain’s Next Top Model and Growing Up Supermodel have beauty and fashion at the heart of them – something that we know Debenhams Beauty Club members are really passionate about. By featuring the models and contestants in exclusive content we can demonstrate how to perfect the latest make up looks and help demystify all things beauty to viewers. The activity is part of our strategy to grow Debenhams’ strength in beauty and we are incredibly excited about the partnership.”
Britain’s Next Top Model launches 19 October at 9pm and Growing Up Supermodel launches 6 November at 10pm, exclusively on Lifetime, available on Sky 156, Virgin 208, TalkTalk 329 and BT 329.