"What Not to Wear" & 1-800 Contacts

After viewing the youtube clip, it is extremely obvious that 1-800 Contacts is a sponsor of this episode of "What Not to Wear". In this clip, make-up artist Carmindy is about to asses the client for the beauty consultation portion of the show. However, before she begins with the breakdown of what make-up she will use, she addresses the fact that the client wears glasses. To counter this unfashionable dilemma, Carmindy explains that 1-800 Contacts has so graciously donated a year supply to this troubled young fashion victim. The integration here is anything but subtle, as well as visually stimulating as the client is handed a rather large year-supply box, with the company's logo bold printed and splattered across the front.


It was smart on 1-800 Contacts part to integrate into a show like this. "What Not to Wear" typically seeks out men and women who are "fashionably challenged" and helps to advises them in the right, trendy direction. More than likely, many viewers of this show are seeking fashion advice themselves and no doubt many of them wear glasses. After seeing the clients final transformations one would assume many viewers who may not be so comfortable with their own fashion choices will want to go out and buy the clothing showcased in the show, as well as the accessories, such as in this case the contacts. As any good advertising company knows, targeting audiences who are already self-conscious about their looks is a gold mine and always proves to profit extremely well.


In this case I would say the integration is obvious, yet is expected in a show like this. Since it is after all a makeover reality show, I was not extremely taken by surprise to see the glasses-wearing client offered some free contacts. Carmindy took control of the integration extremely well and allowed it to flow smoothly and fluidly. By casually addressing how the re-ordering process works and how the client can receive more contacts shipped directly to her home, it sounded more like two friends chatting, rather than an in-your-face infomercial on the logistics of the company. Overall, the product was integrated well and allowed the show to move forward without appearing obnoxious or cheesy.