Media: Schwarzkopf sponsors Sex and the City reruns

Schwarzkopf has signed a £1.5m deal to sponsor the repeat of all six series of Sex and the City on Channel 4 with its Pro Styling haircare brand, replacing the show's original sponsor, Bailey's.

The repeats is running in two-episode blocks over the next 12 months in Wednesday primetime from yesterday (March 31). The deal also covers additional repeats on E4.

Schwarzkopf is seeking to raise awareness of its Pro Styling range following its launch a year ago. It aims to establish the brand as the market-leading professional hair-styling range in retail outlets.

The agreement marks a return to TV sponsorship for Schwarzkopf following the end of a two-year deal with ITV's This Morning last year, promoting its Supersoft brand.

Karen Wilson-de Roze, marketing manager of Schwarzkopf & Henkel UK, said the opportunity to associate the Pro Styling brand with Sex and the City's values of high fashion and style was too good to miss.

"We are not L'Oreal or Garnier and don't have the budget for a continual presence on TV with spot advertising, but the sponsorship gives us a presence every week with an appointment-to-view show that has all the right vibes for our brand," she said. "And we expect the repeats to get big viewing figures." The final episode of Sex and the City on March 19 attracted an audience of 4.1 million, beating all other channels by more than one million viewers

Wilson-de Roze added that there were plans for additional marketing to leverage the value of the sponsorship. "Nothing is fixed yet, but we will be doing things," she said. "The sponsorship opportunity only came to our attention five weeks ago, so we have had to pull all the stops out to get credits produced."

The credits, featuring four girls in a Sex and the City-style situation getting ready for a night out, were produced by 4Creative. The deal was negotiated between Mediaedge: cia's MEC:Sponsorship division and Channel 4.

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