By  on July 1, 2005

NEW YORK — One of mass beauty's leading brands is about to take center stage: Pantene has become the official hair sponsor for Olympus Fashion Week's spring and fall 2006 shows. The one-year deal gives the largest hair care brand in the world on-site real estate in the lobby of the tents at Bryant Park, content in the official fashion week program and the ability to work with designers for their hair needs.

Pantene replaces Redken in this role, which the professional beauty company held for three years, representing six seasons. Redken used the opportunity to create a relationship with designers and session stylists to help shape hair trends from the runways and translate them for salons around the world, said Redken U.S. general manager Pat Parenti.

According to P&G, Pantene will blend traditional and nontraditional marketing in print, broadcast and online efforts. Pantene's tag line for the sponsorship is "Inspired by fashion. Styled by you." A Pantene logo along with a photo of a woman with a highly stylized updo will be featured alongside the tag line.

"As the largest hair care brand in the world, it's only natural that Pantene partner with the most renowned fashion show in the world. Through this partnership, Pantene will bring the fashion excitement and hair trends of fashion week to consumers nationwide," a P&G spokesman said.

Pantene is soliciting runway shows for sponsorship, too.

The company does not expect the partnership to lead it to a new demographic, but believes a presence at the tents will drive loyalty and trial among target consumers.

Fern Mallis, vice president of IMG, which owns 7th on Sixth, said a sponsorship role allows a company to "play out a lot of creative ideas ... in front of a very discerning audience. Unlike some shows, this is for 10 hours a day for eight days. [News] stories on the shows have a life span for many months," Mallis said.

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