Gok Wan’s Fashion Fix new series sponsored by NIVEA Visage… Gok being a keen champion of high street fashion with his heartland of clothes not fashion and real women not models, fits perfectly with NIVEA Visage’s aspirational but accessible beauty positioning.
The 60 minute show will feature the fabulous ‘Road Show’ makeover, Fashion Face Off (high st vs high end), Dirty Laundry with accessible celebrities like Lorraine Kelly (‘real women with lumps and bumps who happen to be celebrities’).
The shows content and Gok’s belief in aspirational but accessible beauty is totally aligned with the NIVEA Visage platform of transforming the way that women think about themselves such that their beauty is not just about how they look, it is something much deeper and is expressed in a multitude of ways – it is about holistic beauty – about how women feel, how they look and who they are.
NIVEA intends to harness the sponsorship to support three sub brands NIVEA Body, Visage and Deodorant to drive trial and penetration. These brands are using the sponsorship to showcase key new products such as: Happy Time body lotion and NIVEA Visage Natural Beauty, both new to the market in early 2009. The sponsorship communicates with NIVEA’s key consumer target groups with an element of surprise due to this being an unexpected sponsorship from the worlds’ largest beauty brand.
The series runs from 14th April and is due to end on 2nd June and each programme has x3 centre breaks with break bumpers plus opening and closing credit accreditation. NIVEA branding and specially created idents run through all breaks plus promotional trailers advertising the show. A number of different idents have been developed to avoid wear out.
Gok’s Fashion Fix Series Details
Gok’s Fashion Fix will return to reflect the show’s refreshed approach to: clothes not fashion; real women not models. Will make a massive shift back into Gok heartland to meet the expectation for him to help women of all ages, shapes and sizes. Real people, real stories with an emotional context plus information rich content will reinvigorate the series.
The spine will remain – you don’t need to spend a fortune to look fabulous – but this will be secondary to the transformational narrative; Fashion Fix is interested in meeting and following women with a breadth of life experience which can be amplified on screen, transforming their lives through their clothes. This series will play to Gok’s strengths but this series will be a little less about him and more about the women.
New Strand: The “Roadshow” Makeover
Gok will solve real-life dressing dilemmas for real women in need of his makeover magic. It might be mother of the bride, back to work, glamorous grannies, what to wear after surgery (mastectomy), work to play, divorce, bereavement, post-pregnancy, etc. We want to follow huge emotional and transformational journeys.
NIVEA IS PRODUCED BY BEIERSDORF ONE OF THE LEADING SKIN AND BEAUTY CARE COMPANIES
Beiersdorf UK Ltd
Tel: 0121 329 8800