FHM Lines Up Skincare Brand For Fashion Coverage

Skincare brand, Nivea for Men, is to sponsor Emap’s flagship FHM magazine’s 110 Doors fashion promotion, with the wide-ranging deal including branded activity until May 2006 in the magazine and on sister website, FHM.com.

100 Doors has run in FHM’s fashion section for the last year, highlighting the top 100 clothing stores throughout the UK for FHM readers.

As part of the deal, the FHM 100 Doors logo has been adapted to incorporate the Nivea for Men in a joint branding, which will be used for both the magazine and on Nivea for Men Products. This is the first time that 100 Doors has been sponsored.

Commenting on the deal, James Carter, publishing director of FHM said: “Attracting a high-caliber sponsor for FHM‘s 100 Doors reinforces the ongoing popularity of this editorial feature.”

He continued: “100 Doors is just one example of the useful content provided by FHM making it the essential guide for men, revealing the top stores in the UK, as voted for by a panel of industry experts. The success of the promotion highlights the importance of fashion and style to the FHM reader”.

Joanne Mintz, category marketing manger of Nivea for Men added: “FHM provides essential style and fashion information for 18-34 year old men in a handy, fun and easily digestible format. Nivea for Men is delighted to be working with FHM as the first ever sponsor of their 100 Doors guide as it provides us with a fantastic environment in which to develop strong brand awareness of our Men’s skin care range amongst our target market.”

Earlier this year saw FHM announce an exclusive cross branding and advertising deal worth over £1 million with online poker site, The World Poker Exchange (see FHM Secures Poker Deal Worth Over £1 Million).

The deal, spanning six-months, will culminate in a TV special to be aired on men’s entertainment channels Bravo and Ftn later this year. The TV special will be broadcast to over 13 million Sky and Freeview homes across the UK, featuring a branded FHM/World Poker Exchange tournament as well as exclusive behind the scenes material and interviews. The programme is being created by Giant and Emap exclusively for Bravo.

Emap: 01733 568 900 www.emap.co.uk

Recent Magazine Stories from NewsLine Now Launches Joint Branding Exercise With ASOS IPC Homes Publisher Joins TX As Listings Battle Hots Up New Emap Advertising Director Gives Focus On Luxury

Subscribers can access ten years of media news and analysis in the Archive