Partner stylin' with 'Shear Genius'
EmptyNexxus, the exclusive brand partner in Bravo's new hairstyle reality competition series "Shear Genius," not only has extensive on-air presence but also is expanding its integrations online via a blog and hairstyle tips from Nexxus stylist Roy Teeluck and off-air with a major ad campaign and pop-up salons April 16 and 19 in New York and Minneapolis. Teeluck will be on hand at the salons to offer free styling tips.
In the show, which premieres April 11 and will be hosted by Jaclyn Smith, Nexxus will be the only brand of hair-care products featured and used by contestants.
There will be a Nexxus-branded challenge, with the winner announced April 18, in which contestants will have to re-create such celebrity hairstyles as those of Jennifer Aniston, Gwen Stefani and Sienna Miller. Teeluck will serve as a guest judge for the challenge. The salon featured in the show will be called the Nexxus Shear Genius Salon, and Teeluck will be featured in hairstyling-tip vignettes that run during every episode. Nexxus will award the winner of the competition $100,000 in seed money and an apprenticeship with Teeluck.
Nexxus, owned by Alberto-Culver, also will be featured on BravoTV.com and its "Shear Genius" microsite. Viewers will be directed to the Web for additional and more extensive video vignettes of hairstyling tips from Teeluck, who has a salon on the Upper East Side of Manhattan and signed on as Nexxus' stylist in late 2005. Nexxus' online presence will also be extended through Teeluck's blog, only the second developed for a Bravo integration partner. The first was for Tresemme stylist Nathaniel Hawkins, who is featured on Bravo's "Project Runway." Tresemme also is owned by Alberto-Culver.
Nexxus will also sponsor online and mobile voting for the show's fan-favorite stylist, who will win $10,000 in cash. Voters will automatically be entered for the chance to receive $5,000 and a free haircut from the "Shear Genius" winner. Additionally, there will be an "Ask Roy" Q&A section on BravoTV.com, where viewers can ask Teeluck for tips and feedback about the show.
Alberto-Culver said it learned the importance of online integration from Tresemme's role on "Runway." "True fans are constantly spending time online," said Brandy Ruff, director of integrated marketing communication. "They're very interactive and want to know what's going on."
Nexxus is also providing hair-care products as sweepstakes prizes for Bravo's affiliate marketing campaign. As part of that initiative, there will be in-store signage promoting the show and its partnership with Nexxus in nearly 100 salons nationwide.