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Keri Renewal Sponsors Lifetime Reality Series

Dec 2, 2007  •  Post A Comment

Lifetime has signed Novartis’ Keri Renewal skin cream as sponsor for its new reality series “How to Look Good Naked.”
The show, hosted by Carson Kressley, the fashion expert from “Queer Eye for the Straight Guy,” premieres Jan. 4 and will be part of a revamped reality block that has helped bring younger viewers to the women’s network.
The multiplatform marketing deal follows on the heels of Procter & Gamble’s sponsorship of Lifetime’s summer hit “Army Wives.” The demand for sponsorships is growing as marketers want to ensure their products are getting noticed in an era when digital video recorders are making it easier for viewers to fast-forward through traditional commercials.
The premiere episode of “Naked” will be presented with a number of commercials, exclusively for Keri.
Keri will have commercials in all seven episodes, as well as sponsored-by billboards and 60-second vignettes produced by Lifetime. The vignettes use the theme “The Naked Truth,” and feature skincare tips from nutritionist Dawn Jackson Blatner, an editor for myLifetime.com.
Keri also will be integrated into some episodes, highlighting the product’s benefits.
Online, Keri will sponsor a “Feel Good and Flaunt It Photo Contest.” Entrants will be asked to send a picture of themselves and a note explaining why they deserve a makeover from Mr. Kressley.
The top prize in the contest is a trip to New York for the makeover and lunch with Mr. Kressley. The winner also gets $2,000, a Vespa scooter and a chance to raid the beauty closet at Redbook magazine, which is a contributor to myLifetime.com.
The trip will be videotaped and posted on myLifetime.com.
On the site, the Keri logo will be featured and Web videos will be preceded by Keri advertising. Keri also will sponsor a community page where users will share stories about beauty issues.
Keri will help Lifetime promote the launch of “Naked” on boxes of Keri Renewal Serum and through newspaper inserts it will be distributing.

22 Comments

  1. I so enjoy this program…I am a 63 year old woman; instead of painting the outside of my home and getting modern windows…I chose to get a face/neck lift….it turned out beautiful…but I still have a problem with body image…I am just under five feet and a little under 200 pounds….
    I am anxious to try the KERI products as my skin is so dry.
    God bless this program…

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