Lifetime Television is teaming up with Mary Kay, Inc. for a new marketing program to promote the third season of the network’s original drama “Army Wives.”

Mary Kay will sponsor the third season premiere on June 7, as well as the rest of the season and Lifetime’s Get the Look of Army Wives vignettes, which will be featured during commercial breaks and at myLifetime.com and MaryKay.com.

The company will also sponsor one of the network’s Army Wives Gives Back interstitials. Cast member Wendy Davis will host the segment honoring American military wives, which will air during commercial breaks, on Lifetime on Demand and on the companies’ sites.

The marketing campaign also features an interactive online sweepstakes to win Mark Kay product daily and a grand prize trip to Hawaii.

“We are very excited to partner with Mary Kay on our flagship drama series ‘Army Wives,’” said Debbie Richman, executive VP of ad sales for Lifetime Networks. “Like the Lifetime brand, Mary Kay speaks directly to our audience, and this sponsorship and brand integration package reflects our ability to provide advertisers with compelling, customized opportunities to better connect with our audience.”

—Vlada Gelman