The Look: All Stars has been created by Dreamventure Productions, and will be broadcast as an hour-long show, beginning this Sunday, June 24th across the CW and MyNetwork affiliates.
The show aims to differentiate by featuring a multifaceted media approach that will bridge TV, digital and social media, while also integrating brands from the beauty and fashion industries.
A head-to-toe makeover concept
The show will be co-hosted by Spelling and Style Guru Kim Vo, and is being promoted as a head-to-to makeover competition that features two teams of beauty and fashion experts.
But for the beauty and personal care industry, what is interesting is the part that brands are playing in the show.
Beauty partners and brands are highlighted throughout the series to show how specific products can be incorporated into beauty regimes to enhance the appearance.
Brands that are included in the show include Aquage; Biosilk; Chi; Conair Professional; Esquire; HairTalk; Minerva; Obliphica; Olaplex; Rusk; Schwarzkopf; TIGI; Zadro; WetBrush; Sportsclips with American Crew, Joico and Paul Mitchell; BSG CosmoProf, and the Professional Beauty Association.
What is likely to make the show stand out and also enhance the sponsorship of the beauty brands is the way in which the audience will be engaged with each episode.
This is achieved thanks to the incorporation of the AR app Perfect 365, which means that the audience can try out any of the featured looks on the show through the 365-degree approach that the technology enables.
The show’s website and social media platforms also supports tutorials, color formulas, beauty recipes and special product promotions for the brands featured in the show.
A brand new concept for television
The show’s development team believes its concept is unique and a first for the beauty and fashion industry that will set the pace and create a new genre of beauty and fashion reality programing.
"I've been in the Fashion, Beauty and Media landscape for quite some time, and I have not seen anyone come up with such a great concept before - one that really fills the needs of working on all elements of 'style,' bringing them together so well,” said Rida Khan, head of fashion, beauty and lifestyle programming at Sinclair.
“Casting best-in-class competitors and carefully chosen celebrities, top social influencers, and stars of the beauty world, I am very excited to be leading this project at Sinclair, and looking forward to seeing it come to life with our partner, DreamVenture Productions."