Unilever's All Things Hair lands NBCUniversal TV deal

The hair styling content platform has announced its first TV sponsorship deal with E! Entertainment

Unilever’s digital content platform allthingshair.com has announced its first television sponsorship deal.

The hair styling website’s six-month deal with E! Entertainment in the UK and Ireland will include idents, co-branded point of sale displays in UK retailers and exclusive online consumer competitions.

Unilever said the aim of the campaign is to grow awareness of the platform’s offering and content - as well as driving traffic to the website and product sales for the company’s styling brands such as VO5, TRESemme and Toni & Guy.

“At Unilever we have a mission of delivering good hair days every day – yet we know that many young women are talking about being bored with their hair. This campaign is about inspiring young women to beat hair boredom by giving them the ideas, inspiration and products needed to try something different,” said Blandine Langloy, Hair Director at Unilever.

allthingshair.com launched the campaign with the hashtag #BeatHairBoredom to encourage millennial women to use styling as part of their beauty routine.

Several social influencers, including Freddy My Love, Diipa Khosla and Lissy Roddy, will feature within allthingshair.com’s campaign activity.