Coty is delighted to announce its partnership with Brighton & Hove Pride, taking place between 4 – 6 August 2017. Created by Zenith, Coty’s partnership will focus on Clairol, a pioneer in hair colour and one of the UK’s leading home hair colour brands, and its new campaign Color Crave. This will offer consumers the freedom of self-expression through colour, brought to life through a campaign which aims to be the most colourful celebration of individuality during Brighton & Hove Pride.
The deal is a collaboration between Zenith, Sky Media on behalf of MTV, Clairol and Brighton & Hove Pride, asking the nation to flaunt their fearless by sharing their inspiring and engaging personal stories. MTV will showcase these via Instagram Stories and Snapchat to showcase this generation’s expressive and creative nature.
As a sponsor of Brighton & Hove Pride, Clairol will launch Color Crave at the event with a selection of short form content, generated by MTV’s George Wright and James Barr, the hosts of Pride. Content will run in the lead up to, during and after Pride, with a series shadowing George and James as they prepare for the festival with Clairol’s Color Crave. Online viewers will feel a part of the celebrations with an ‘access all areas’ viewpoint to the parade, party and backstage. This will be focused on four key themes:
- Getting ready for Pride (outfits)
- Getting Colourful for Pride (make-up and hair)
- Getting Expressive with Pride (creating the best placards)
- Live from Pride
“Coty is proud to partner with Brighton & Hove Pride” says Sara Wolverson, Marketing Director, COTY Consumer Beauty UK & Ireland. “As a company that celebrates the diversity of beauty, supporting an iconic event such as Pride is very important to us and we are delighted to be part of this great event.”
Arabella Lynch, Client Partner, Zenith, said: “Brighton & Hove Pride is a fantastic celebration of diversity and the perfect fit for the launch of Color Crave, a brand which is all about encouraging individuality and self-expression. We’re truly excited about partnering with such an important event.”
Rachel Bristow, Director of Partnerships, Sky Media, said: “MTV is the perfect partner for Clairol to celebrate Brighton & Hove Pride, helping them engage and inspire audiences across broadcast, online and social. We’re thrilled to work with Coty and Zenith to add colour to this great campaign.”