[06/05/09 - 11:11 AM]
Lifetime Television and Mary Kay Announce Media and Marketing Partnership for Hit Series Army Wives
The partnership begins with Mary Kay's sponsorship of the third season premiere and extends throughout the entire season.

[via press release from Lifetime]

Lifetime Television and Mary Kay Announce Media and Marketing Partnership for Hit Series ARMY WIVES

Deal with Cable's Number One Drama Among W18-49 Includes Sponsorship of Season Three Premiere, Product Integration into GET THE LOOK OF ARMY WIVES Vignettes, ARMY WIVES GIVES BACK Interstitials and Online Sweepstakes

LOS ANGELES, June 5 -- Lifetime Television and Mary Kay, Inc., are partnering on a multi-faceted media and marketing program to promote the season three launch of the Network's hit drama series Army Wives, 2008's number one basic cable program among Women 18-49. The Season Three premiere is scheduled to debut this Sunday, June 7, at 10:00 PM ET/PT.

The partnership begins with Mary Kay's sponsorship of the premiere episode of Army Wives' third season and extends throughout the entire season. Mary Kay is also sponsoring Lifetime's Get the Look of Army Wives vignettes, which feature independent celebrity make-up artist Ashunta Sheriff using Mary Kay products to show viewers how to "get the look" of the series' characters. The segments will be featured during commercial breaks of Army Wives, as well as online at myLifetime.com and MaryKay.com.

As part of the partnership, Mary Kay will also sponsor one of Lifetime's Army Wives Gives Back interstitial segments, which celebrate American military wives and pay tribute to these women's struggles and sacrifices. The segment, hosted by Army Wives cast member Wendy Davis, will air during commercial breaks in the series, as well as on Lifetime on Demand and on the two Companies' websites. In addition, Lifetime and Mary Kay are joining forces for an interactive online sweepstakes at myLifetime.com and MaryKay.com, where consumers can enjoy a custom game and enter to win Mary Kay product daily and a grand prize trip for two to Hawaii. The Get the Look of Army Wives and Army Wives Gives Back segments were produced by Rink Entertainment.

"We are very excited to partner with Mary Kay on our flagship drama series Army Wives," said Debbie Richman, Executive Vice President, Ad Sales, Lifetime Networks. "Like the Lifetime brand, Mary Kay speaks directly to our audience, and this sponsorship and brand integration package reflects our ability to provide advertisers with compelling, customized opportunities to better connect with our audience."

"We are thrilled to join Lifetime and Army Wives in this integrated partnership," said Rhonda Shasteen, Chief Marketing Officer for Mary Kay, Inc. "This campaign, in conjunction with Army Wives Gives Back, offers Mary Kay the opportunity to honor and serve an amazing woman who has dedicated her life to serving others. It extends the Mary Kay brand to Lifetime viewers by offering them value-added product and makeup tips during the show. Likewise, the Army Wives brand gains exposure through the Mary Kay network of independent beauty consultants and their loyal customers. It's truly a win-win relationship."


Army Wives follows the struggles, dreams and friendships of a diverse group of women - and one man - living with their spouses and families on an active army post. Currently filming its third season in Charleston, South Carolina, the series stars Kim Delaney, Sally Pressman, Brigid Brannagh, Brian McNamara, Sterling K. Brown, Wendy Davis, Drew Fuller, Terry Serpico, Katelyn Pippy and Catherine Bell.

Army Wives is produced by ABC Studios for Lifetime Television. Mark Gordon and The Mark Gordon Company's President of Production, Deborah Spera, serve as executive producers. Jeff Melvoin, Marshall Persinger and Harry Bring also serve as executive producers. The series is based on the book Under the Sabers: The Unwritten Code of Army Wives by Tanya Biank, who serves as a consultant.


ABC Studios is a leader in the development, production and strategic distribution of entertainment content across television and emerging digital platforms. As a key content driver for the Disney-ABC

Television Group, the studio produced 24 productions for broadcast and cable television during the 2008/09 season.


Mary Kay, one of the largest direct sellers of skin care and color cosmetics, realized another year of record results. In 2008 Mary Kay Inc. and its international subsidiaries achieved $2.6 billion in wholesale sales worldwide. Mary Kay(R) products are sold in more than 35 markets worldwide, and the global Mary Kay independent sales force exceeds 1.9 million. To learn more about Mary Kay, log on to www.marykay.com or call 1-800-MARY KAY (1-800-627-9529).


Lifetime is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (which includes myLifetime.com, Lifetime Games, Roiworld.com, DressUpChallenge.com and MothersClick.com) are part of Lifetime Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.

  [june 2009]  


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