Clear Scalp & Hair has partnered with NBC’s singing competition, “The Voice,” for its sixth season. The brand will be the television show’s official hair care sponsor.

The multiplatform partnership will include custom content featuring personal stories of past “Voice” artists to celebrate resilience together with the brand, which will also sponsor “The Voice Live Tour” during summer 2014.

Jennifer Healy, senior marketing director for U.S. Haircare, Unilever, stated:

“There’s no better platform for our message than ‘The Voice,’ which is all about resilient artists attempting to break through in music. With ‘The Voice’ having a massive footprint on TV and in social media, Clear Scalp & Hair will be able to interact more deeply with fans and attract new users all around our resilience, scalp, and beautiful hair story.”

Dan Lovinger, Executive Vice President, Entertainment Advertising Sales Group, NBCUniversal, added:

“Together with Clear Scalp & Hair, we are engaging fans of ‘The Voice’ across multiple platforms and implementing innovative ways to involve our audience regardless of the setting or screen. This partnership demonstrates how NBC and our clients can successfully develop multiple access points for consumers to interact with their favorite content and brands. It’s a great example of why advertisers are choosing to do business across the NBCUniversal portfolio.”

The partnership also extends online, with exclusive digital content on the co-branded digital hub. Extensive digital and social media activities are planned to engage the show’s fans, on social media platforms including Twitter, Instagram and Facebook.

Brand agency Mindshare Strategy & Investment is partnering with NBC, as well as the brand, to develop its online promotional strategies.

Christine Lamson, Managing Director of Strategy, Mindshare, commented:

“Every element of the partnership was carefully designed to deliver a compelling experience to reach passionate fans of this massively popular program across all touch points.”