Queer Eye signs shaving deal

Hair removal product Veet has secured rights to sponsor both the UK and US versions of Queer Eye for the Straight Guy on LivingTV.

The brand signed the £600,000 deal – its first since rebranding from Immac – through Interactive Digital Sales and OMD to provide sponsorship for the US programme until the end of 2004 from April 15.

 

The opening edition of the UK version begins on May 6 on LivingTV.

 

Joint head of commercial development IDS, Nicola Jones, said: "This is a great tie up as young, sophisticated women watch Queer Eye in their droves, so the targeting for Veet is spot on."
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