Schwarzkopf to sponsor Loose Women

Schwarzkopf Color Mask will be the new sponsor of ITV's daily chat show 'Loose Women' from January 2014.

Loose Women: ITV show to be sponsored by Schwarzkopf Color Mask
Loose Women: ITV show to be sponsored by Schwarzkopf Color Mask

The colour brand, owned by the global FMCG manufacturer Henkel, will develop a fully integrated sponsorship package that will include broadcast, online and licensing elements.

ITV and MEC Access negotiated the deal on behalf of Henkel. Signal TV will produce the sponsorship idents.

Ben Haxworth, the UK marketing director for Henkel, said: "Schwarzkopf Color Mask is a perfect brand fit for ‘Loose Women’ and we are confident that this multi-platform sponsorship agreement will provide a high level of targeted consumer engagement and brand integration."

‘Loose Women’, previously sponsored by Maltesers and PG Tips, achieved a peak audience of 1.7 million viewers in January.

Ryan Gardiner, the sponsorship sales manager at ITV who secured this deal, said: "We believe that 'Loose Women' will be an ideal platform for the brand to engage with its target audience, and look forward to making the sponsorship a success both on and off air."

Haxworth said he saw the deal with ‘Loose Women’ as a "natural extension" of Schwarzkopf XXL’s sponsorship of ITV’s dating show ‘Take Me Out’ earlier this year.

The new series will begin on 2 January 2014 and will be sponsored by Schwarzkopf until July 2014.

The Sun reported over the weekend that Rochelle Williams, of the girl band Saturdays, and presenter Denise van Outen, were in talks to join the ‘Loose Women’ panel in a bid to widen the show’s appeal.

When questioned about the speculation, an ITV spokeswoman said: "We are talking to a number of potential 'Loose Women' for 2014 as part of our plan to broaden the pool of panellists, but nothing has been confirmed yet."