Rimmel To Sponsor Sugar’s Model Competition

Teen magazine Sugar has signed cosmetics company, Rimmel, for the fifth consecutive year as the headline sponsor of the annual Sugar/Rimmel London Model Competition.

The event takes place in seven major shopping centres across the nation during October 2005, with thousands of girls nation-wide receiving the opportunity to meet the world’s top model scouts and celebrities.

Six finalists will be selected by Sugar Editor, Annabel Brog and a representative from ICM Models. The overall winner, who will be voted for by Sugar readers, will appear on the front cover of the July 2006 issue and will have the chance of being signed by top modelling agency, ICM.

The Sugar / Rimmel London Model Competition will be promoted extensively throughout Sugar magazine, advertised on www.mykindaplace.co.uk and hit40uk, and supported via a poster campaign in all participating shopping centres, plus e-mail and SMS broadcasts to 50,000 Sugar VIPs.

Commenting on the deal, Caroline Evans, publisher of Sugar said: “We’re delighted to be working with Rimmel London again as headline sponsor for this year’s Model Competition. It is testament to the enduring success of the event – the highlight of Sugar’s promotional calendar and the only model competition in the teen market to combine the excitement and immediacy of live roadshows with in-magazine and online activity throughout the year.”

Sophie Lorge, marketing manager for Rimmel London added: “The Sugar/Rimmel Model Competition is an excellent fit with our target consumer and generates enormous brand involvement and interest. It allows Rimmel London to sample in an original and unique environment whilst associating with a synergistic brand. Last year’s competition was a great.”

The latest ABC results for the six months to June, saw Sugar dip by 3.4% year on year to command a circulation of 285,082 (see ABC Results Jan-Jun 2005:Home Interest Sees Mixed Bag From ABCs ABC Results Jan-Jun 2005:Home Interest Sees Mixed Bag From ABCs ).