Beginning this year, the Tony Awards will have a beauty sponsor.
Nexxus Salon Hair Care has signed on as the event’s official and exclusive beauty partner in a multiyear deal.
“The Tony Awards is a great opportunity to capture the essence of what Nexxus stands for in a way that consumers can experience,” said David Rubin, marketing director for hair in the U.S. for Unilever. “It allows us to bring the beauty and fashion of the Tony Awards to women in a way that’s never been done before.”
In this role, Nexxus will provide red carpet and backstage beauty and fashion access and will also sponsor a live simulcast of the event in Times Square.
For this year’s awards, Nexxus will share behind-the-scenes content with fans and followers via Facebook and Twitter, fronted by Melissa Meyers, founder and chief creative officer of the PageDaily.com. Meyers will follow Best Actress nominee, Laura Osnes (who is nominated for Best Performance by an Actress for Bonnie & Clyde) during the ceremony and provide fashion and beauty tips.
“With Nexxus as our first-ever official beauty partner, we are able to put a spotlight on the celebrity glamour and style of the Tony Awards,” said a representative from the Tony Awards.
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This year’s 66th annual show will take place Sunday, June 10 at the Beacon Theater and be broadcast on CBS.