Nexxus, Allure to Sponsor Bravo’s Shear Genius


Bravo cut sponsorship pacts with Nexxus Salon Hair Care and Allure magazine for its upcoming hair-styling competition series, Shear Genius.

As part of the partnership, Nexxus will provide the guest judge, prizing for a branded challenge in an episode and the $100,000 in seed money to the overall winner of Shear Genius, the eight-episode run of which will begin sometime this spring.

On the digital side, Nexxus will sponsor weekly behind-the-scenes text messaging and online and mobile voting features. In-market, Nexxus will create pop-up salons in two major markets and provide in-store signage to salons nationwide.

Nexxus celebrity hair stylist Roy Teeluck, who owns the Roy Teeluck Salon in New York, will offer viewers styling tips in on-air vignettes. Moreover, the winner of the show, hosted by Jaclyn Smith, will serve an apprenticeship with Teeluck as part of his or her prize package.

For its part, monthly beauty title Allure joined the series as its publishing partner, sharing editorial experience and marketing assets.

"Nexxus and Allure recognize the value of engaging program environments that Bravo's original shows like Shear Genius offer," Bravo vice president of ad sales Susan Malfa said in a prepared statement. "We're pleased to be working with them as our advertising and publishing partners."