VO5 to sponsor sexiest women poll

FHM has signed up styling brand VO5 as the first sponsor of its 100 Sexiest Women poll, as part of Bauer Media’s strategy to leverage its brands through commercial partnerships.

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Branded marketing activity to push the poll will run on print, TV, online, radio, mobile and retail platforms from February until May. The winner of the poll will be announced at a live event in May.

The deal was negotiated by Carat Sponsorship and Bauer’s newly launched commercial initiative Bauer Access, which aims to bolster the publisher’s partnerships with brands.

Richard Whitty, brand manager for VO5 Styling, says: “We know how important credible endorsements and partnerships are, and the FHM and VO5 Extreme Style brands are a perfect fit.”

VO5 Extreme Style is owned by Alberto Culver. Unilever acquired the group, which also owns the TREsemme and Simple beauty brands, a part of a £2.3bn deal in September. The deal is subject to approval.

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