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Mary Kay on “Army Wives”

Executive Summary

Skin-care and cosmetics direct seller sponsored the premiere season-three episode of "Army Wives" June 7 as part of multi-faceted media and marketing deal with Lifetime Television, announced June 5. The network's flagship drama series, which "follows the struggles, dreams and friendships of a diverse group of women - and one man - living with their spouses and families on an active army post," was 2008's No. 1 basic-cable program among women ages 18 to 49, Mary Kay says. Celebrity makeup artist Ashunta Sheriff will be using Mary Kay products during commercial breaks in "Get the Look of Army Wives" vignettes, and the brand will sponsor one of Lifetime's "Army Wives Gives Back" interstitial segments, which pay tribute to the struggles and sacrifices of American military wives. The partnership also includes an interactive online sweepstakes. "Like the Lifetime brand, Mary Kay speaks directly to our audience," the women's entertainment network says. Mary Kay says the pact "extends the Mary Kay brand to Lifetime viewers by offering them value-added product and makeup tips during the show. Likewise, the Army Wives brand gains exposure through the Mary Kay network of independent beauty consultants and their loyal customers. It's truly a win-win relationship.
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