Sophie Sumner was runner-up on the Living TV show. To launch the 12-month campaign she recently lathered up with Skinbliss in a mobile shower in Soho Square.
The brand, which is owned by PZ Cussons, signed the wannabe model after she took part in a sponsored photo-shoot for the brand, as part of the show.
Caroline Reynolds, senior brand manager for Imperial Leather, said: 'We wanted to create a fun, eye-catching event to publicise our product and the new face of the brand. The mobile shower unit let us take the product out of the bathroom and onto the street.'
Sumner will also front an online campaign for the brand.
Other personal care brands to link up with the programme include Skincare brand Simple has teamed up with the show to promote its Daily Radiance range of facial products.
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