In Season 3, The X Factor and P&G collaborated on the show’s first ever beauty partnership with brands COVERGIRL, Secret and Herbal Essences.

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   Delivered reach through on-air integrations showcasing the P&G brands

  
  


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  Extended on-air to the digital platforms to create multi-screen engagement

  
  


• Created sharable, social content which extended the program across multiple platforms, continuing the conversation after the broadcast

COVER GIRL: Glam Shoot

COVERGIRL and celebrity make-up artist Amy Nadine worked with the Top 13 acts to help empower the contestants at their first ever The X Factor photo shoot! The contestants were thrilled with their new looks, which got them ready for their first #covermoment – the live shows!

Following the integration, viewers were invited to participate in a Tweet Along with the show’s stylist to get insider tips on how the contestants achieved their glamorous looks. Additionally, The X Factor digital and social channels supported the integration by using COVERGIRL brand centric hashtags and content to continue the conversation online. 

COVERGIRL: Theme Week

COVERGIRL unleashed their new products, Bombshell mascara and TRUblend liquid foundation during Big Band Week on The X Factor. The package featured The X Factor lead make-up artist Tonia Green as she used the products to transform the remaining acts into star quality Bombshells through a stylized “slice of life” video.

The integration was extended with a “How To” clip that lived on thexfactorusa.com. In addition, exclusive content including a teaser of the integration along with behind the scenes photos of the contestants were used to socially and digitally promote the integration.

COVERGIRL: Transformation

During the finale, we took a look back across the entire season, reliving the emotions, the standout performances and the season’s best looks through the eyes of our Top 13 acts. From the first COVERGIRL photo shoot through the weekly musical themes and performances - we saw how the contestants were empowered to rock out their biggest performances. 

The transformations package was supported digitally through “Then & Now” exclusive contestant imagery. The integration was available online to extend the digital presence and promoted via official The X Factor social platforms. 

HERBAL ESSENCES: Shining Moments

As pop culture’s best friend, music and Herbal Essences go hand-in-hand. To create a unique viral moment, The X Factor and Herbal Essences created a customized music video starring the contestants singing Fifth Harmony’s “Me & My Girls.” The set featured an Herbal Essences branded salon.

The music video lived on thexfactorusa.com and on YouTube! In addition host, Mario Lopez, announced that fans could  influence next week’s performance hairstyles. Socially, fans used #ShineOn to tweet their favorite hairstyles for each contestant. Results were tabulated and debuted in a branded photo gallery on thexfactorusa.com and on-stage. 

SECRET: Fearlessness

During the middle of the competition, our cameras captured the intense moments and rituals of the contestants - showing the never-before-seen backstage preparation prior to taking the stage. The package revealed that it takes 100% confidence to be 100% fearless as you prepare for the biggest performances of your life.

Digitally, the contestants’ preshow rituals package lived on thexfactorusa.com, supported by customized social posts and hashtags. To continue the conversation after the show, The X Factor and Secret asked America to Tweet their greatest fearless moments for a chance to win a trip to LA and The X Factor in the #BeFearless Sweepstakes. The winners had the time of their lives at the show and their VIP behind-the-scenes fun was captured in a Secret branded photo gallery on thexfactorusa.com.

SECRET: Intense Moments

With only a few weeks left in the competition, intensity rises, as does the pressure to give 100% on stage and make it to the next round. What do the contestants do to prepare for the show and their performances? What other unique moments do they have to go through as a Final contestant on The X Factor?  Secret brought fans inside the life and minds of the contestants with the Intense Moments integration.

The package also included coaching from an expert on the show that extended to digital and social. The #BeFearless Confidence Coach video on thexfactorusa.com was supplemented with the addition of the Confidence Coach blog.