The deal marks the first time an advertiser has taken over an entire night of ad space on 4Music, a free-to-air channel available on Virgin, Sky and Freeview.
Aired tomorrow night (17 September), the programme, The Ultimate Girls Night In, will be hosted by Sarah Cawood, and will feature tips on style, fashion, advice on men and a makeover of guests.
A key facet of the campaign lies in the way the TV commercials do not carry traditional TV commercials, replacing them with makeover spots made exclusively for Schwarzkopf.
Schwarzopf is hoping the tie-up will help promote its XXL LIVE Colour range hair product and the TV coverage is aimed at women aged 16 to 24.
Pre-promotional activity will appear in advertorials and sponsorship in Bauer brands Heat and More.
An interactive element of the deal will be that audience members of the show will be encouraged to feature in tailored commercials.
The deal was created and brokered by Bauer Media' cross media team and WPP-owned MEC.
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