Impulse sponsors C4's fly-on-the-wall look at Glamour

LONDON - Lever Faberge's Impulse Bodyspray is to sponsor Channel 4's 'G Girls', a behind-the-scenes documentary about Conde Nast's Glamour magazine.

The sponsorship commences on Sunday September 28 and runs for 10 weeks on T4, following 'G Girls' as it takes viewers behind the scenes at Glamour.

In the most recent set of ABCs, published in August, Glamour retained its reign over the women's glossy market as its circulation rose 7.3% to 576,832, stretching its lead over rival Cosmopolitan.

With exclusive access to models, photographers, make-up artists, stylists, designers and hairdressers, each episode reveals insider fashion tips, what products the rich and beautiful can not live without, and follows the celebrities who set the trends on the red carpet.

The 10-part documentary, produced by Twofour Productions, will diary five staff -- including editor Jo Elvin, fashion editor Vanessa Gillingham and beauty editor Becky Field -- as they commission models and photographers, supervise fashion shoots and put the magazine together.

Some in the industry will be waiting for the women's glossy journalists to deliver something similar to what viewers saw three years ago when Cabal Publishing was featured in a BBC Two docusoap, 'Trouble Between The Covers', which ridiculed the glossies business. However, Glamour has insisted on seeing the first reels before giving the go ahead.

In addition to the broadcast sponsorship, Impulse has also licensed the show to take advantage of advertorial opportunities in Glamour, as well as radio promotions and point of sale promotional opportunities based around the 'G Girls' "Live like a G Girl in LA" competition, which launches on T4 in October.

Nicola Pearson, Impulse UK brand manager, said: "This is an exciting development for Impulse. 'G Girls' enables us to create a total communications campaign alongside C4 and Glamour. The audience and readership lifestyle profile mirrors Impulse's primary target market and we are looking forward to a successful campaign."

The creative execution of the sponsorship is being produced by Channel 4's creative arm, 4Creative, with input from Impulse's agency, Bartle Bogle Hegarty.

The deal was negotiated by Debbie Fryett at Unilever's sponsorship agency MGA Broadcasting with Sharon Moore, Channel 4's sponsorship manager.

According to Fryett: "In today's market, even though there is a proliferation of channels, finding a significant programme that encapsulates all the same brand values as the sponsor is becoming harder to find. The 'G Girls' programme values are a perfect match for the main Impulse consumer."

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