CBS racks up the deals for Next Top Model

Samantha Loveday

By Samantha Loveday

October 20th 2010 at 10:30AM
CBS racks up the deals for Next Top Model

Partners including Cover Girl, Nivea, Tresemme and Revlon all on board.

CBS Consumer Products has lined up some of the biggest names in the beauty industry to help push its Next Top Model brand across key territories.

Five licensees have been appointed in the UK for promotional campaigns including Revlon, Casio, Galaxy Ripple, Asos.com and Isklar. The campaigns will include both in-store promotional materials and online support.

Meanwhile, in Australia, Nivea, Tresemme, Telstra and Impulse are on board, while New Zealand will feature campaigns by Cover Girl, Herbal Essences and Nivea.

Additionally, Cover Girl will use the America's Next Top Model brand for its promotions in the Kiwi nation.

ANTM - which airs in over 100 countries across the globe - will also be the cornerstone for a merchandising programme in South Korea. Infiniss has been hired to introduce a line of adult apparel, accessories and cosmetics.

"Next Top Model is in fashion all across the globe and we are privileged to team up with these world class brands," said Liz Kalodner, EVP and general manager at CBS Consumer Products. "These promotions augment licensed product in expanding our retail presence."

Britain's Next Top Model Live debuts in London on October 22nd to 24th. Taking place at ExCeL, the event will include a range of fashion shows, exhibitions, shopping, beauty, health, fitness and entertainment.