In addition to the sponsorship deal, the company will run a sweepstakes throughout the season, beginning 18 February 2016
Schwarzkopf, a portfolio under Henkel Corporation, has embarked on its first television network collaboration with Lifetime’s Project Runway All Stars. The brand has been named the official hair care sponsor of the fifth season set to premiere on 11 February 2016.
The latest fashion series welcomes returning host, Alyssa Milano, who will lead the programme alongside judges Isaac Mizrahiand and Georgina Chapman. Meanwhile, Linh Nyung joins the crew as lead hairstylist to transform the model’s runway looks via Schwarzkopf Hair Studio.
In addition to the sponsorship appointment, the company will be running a sweepstakes throughout the season which begins on 18 February 2016. Schwarzkopf will give away a host of prizes including a trip to New York. Fans are welcome to enrol via a dedicated microsite.
Meanwhile, guest judges on the new season of Project Runway All Stars will include Ke$ha, Boy George, Vanessa Hudgens, Debi Mazar, Little Big Town, Coca Rocha, Johnny Wujek, Kristin Cavallari, and Brad Goreski. Resident judges Nina Garcia and Zac Posen complete the panel.
“We are passionate about offering high performing hair care and styling products for every consumer so that they can create their own runway look at home. Therefore the sponsorship between Project Runway All Stars and Schwarzkopf is a perfect fit,” said Nadine Berghaus, U.S. Head of Hair Business at Henkel.