Bravo Cuts Nexxus In As Integrated Sponsor For ‘Shear Genius’

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Bravo has lined up Nexxus Salon Hair Care as the sole integrated sponsor of the upcoming season of Shear Genius, the network’s first original series to be shot in HDTV, officials said Monday.

The fully integrated partnership includes exclusive in-show brand integration, on-air sponsorship and customized vignettes, sponsorship of Bravo's "INFO Frame" live voting, Fan Favorite, as well as digital and off-channel elements. Shear Genius is Bravo's first original series shot in high definition.

The Nexxus brand will be fully integrated into the show with a branded set, complete with the "Shear Genius Nexxus Salon," and in-show integration. There will be a Nexxus-branded challenge in the show and the stylists will solely use Nexxus products during the series. They are also the prizing partner for the series, with the winner receiving $100,000 furnished by Nexxus Salon Hair Care and an apprenticeship with the company.

In select repeat episodes of the show, Nexxus will sponsor the Bravo "INFO Frame," a new multi-platform technology that enables interactivity through text messaging and online at BravoTV.com for viewers to answer polls, trivia and send in comments to see them on-air.

There will also be custom interactivity during the Nexxus commercials in these episodes using the Bravo "INFO Frame." Nexxus will also be sponsoring the series' live voting and Fan Favorite contest. On-air elements include customized vignettes featuring Nexxus stylist Roy Teeluck, who will also have a blog on BravoTV.com and will be featured as a guest judge on one of the episodes. On the digital side, Nexxus will sponsor the weekly online challenges. Additionally, Bravo will host national viewing parties where they will supply Nexxus products and branded beauty tips.

The second season of Shear Genius debuts Wednesday, hosted by Jaclyn Smith (pictured). Celebrity hairstylist Kim Vo and Allure West Coast editor Kelly Atterton join the series this season as lead judges, and stylist Rene Fris returns as the competitors' mentor.

In the premiere episode, which airs Wednesday, June 25 at 10 p.m. ET, the 12 contestants head to Los Angeles where they will compete for $100,000.

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