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SOAPnet's 'Belles' Wrings Johnson & Johnson Deal

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SOAPnet is launching Southern Belles: Louisville, an original reality series, on May 21 with sponsor Johnson & Johnson and promo partners AT&T, Sephora, PAMA pomegranate liquor, Tarte Cosmetics and Essie Nail Polish.

The 10-episode, Sex in the City/Real Housewives-style series showcases five single gal pals “on a journey of self-discovery and breaking the rules of Southern tradition” as they wrangle romantic relationships, battle their biological clocks and navigate their careers. (Hopefully, no one comes down with the vapors in the process.)

Johnson & Johnson will integrate its sweetener brand Splenda and lotion Lubriderm into the series. J&J will also get tagged in tune-in promos, interstitials and in-show billboards.

AT&T customers in California, Atlanta, Dallas and Birmingham, Ala., who sign up for the new AT&T U-Verse package will receive the Essie Nail Polish “Southern Belles: Louisville Collection” (featuring Pink Lemonade, South of the Highway and 'Sweetie Pie shades) as a gift with purchase. U-Verse is the company’s bundled TV, Internet and phone service. A handful of AT&T Stores will also host Southern Belle Beauty Lounges that will pamper customers with massages and manicures.

“We’re doing a 360-degree kind of marketing approach,” said Adam Rockmore, svp of marketing for ABC Daytime and SOAPnet, who also mentioned 60-second character-based ads, Webisodes, blogging, guerrilla marketing and cast appearances at high-profile events such as the recent Kentucky Derby. “Hitting people at different venues and platforms is what everyone has to subscribe to these days.”

On May 15-16, Sephora will host three daylong in-store makeover events, in Chicago, New York and Louisville, the latter of which the show’s locally based cast members will attend.