Clairol Nice’n Easy Announced as Sponsor of Channel 4 Reality Series ‘The Honesty Box'

Channel 4 Sales have secured Nice’n Easy, a Clairol brand owned by leading beauty company Wella, as the sponsor of 'The Honesty Box', a new nine-part reality dating experiment on E4.

Building on the success of Clairol’s sponsorship of Channel 4’s First Dates, which featured the Nice’n Easy at-home hair colourant, the deal will include linear sponsorship of 'The Honesty Box' on E4 as well as Channel 4 streaming.

It will also encompass social sponsorship on the broadcaster’s TikTok, Instagram and Facebook channels, in addition to licensing of the programme brand.

Clairol Nice’n Easy’s idents, which will run during episodes of the show, aim to place the brand in environments where real, unfiltered conversations naturally occur, aligning the brand with moments of honesty and self-expression that reflect modern attitudes towards beauty. The playful idents feature spoof scenes of candid chats between hair dye boxes.

'The Honesty Box', dubbed by Grazia as ‘top of our watch list’, premieres on E4, Monday 28 April, bringing together a cast of singles in “Truetopia”, a sunny and romantic paradise where truth and honesty reign supreme for a £100,000 prize - if the daters can follow one simple rule: Do not lie! Vicky Pattison and Lucida Light host.

The sponsorship deal was brokered by specialist partnerships agency SPP and facilitated by media agency Digitas, with the idents designed by advertising agency Recipe.

Rupinder Downie, content solutions leader, Channel 4 said, “We’re loving the buzz for Channel 4’s new reality series 'The Honesty Box', and are thrilled Clairol Nice’n Easy’s hair colour range will feature on our screens and socials as sponsors for the show. Channel 4’s great selection of reality shows enables brands to spotlight their offering and reach their key audiences nationwide.”

Yulia Kretova, head of marketing, Retail UK Wella, said, “Clairol Nice’n Easy knows that dating shows provide the perfect blend of authenticity and playfulness—an ideal space to help consumers find their perfect (colour) match.

“Our latest campaign seizes the opportunity presented by 'The Honesty Box', a show brimming with relatable hosts, high-energy drama, and unmissable moments. This partnership allows Nice’n Easy’s vibrant personality to shine while spotlighting the brand’s trusted range in a fresh and engaging way.”

Lisa McAllister, client partner at Digitas, said, “At Digitas, we’re always looking for media opportunities that authentically connect brands with their audiences, and 'The Honesty Box' was the perfect match for Clairol Nice’n Easy. The show’s vivacious energy and candid conversations align seamlessly with the brand’s personality, making this partnership a natural and engaging way to reinforce Nice’n Easy as the go-to choice for at-home hair colour.”

Becks Montgomery, head of creative at Recipe said, "It's been such a joyful ride! Collaborating with the superpowers of Channel 4, Digitas and SPP Media, we’ve worked at lighting speed to create and deliver these quirky, tongue-in-cheek idents that we hope will entertain and resonate with viewers as they watch the show. This partnership is a match made in heaven that we can’t wait to see on TV!"