The localised version is hosted by global supermodel Oluchi Orlandi, made famous after winning the Face of Africa contest in the 90s. The P&G products that make up the sponsorship are Always Platinum, Oral B, Olay Even & Smooth, Gillette Venus, and Ariel.

“Africa’s Next Top Model represents a credible platform that will ensure continental exposure of many great brands that form part of P&G’s beauty and grooming categories.” says Khululiwe Mabaso, associate director communications at P&G. “We are thrilled to partner with Africa’s Next Top Model to bring viewers across Africa captivating television and wish all the contestants the best of luck.“

Shot in Cape Town, South Africa, the show features 12 ladies from different parts of Africa competing to be Africa’s Next Top Model and win, among other prizes, a coveted P&G endorsement deal - the announcement of which brand endorsement it will be, will coincide with the announcement of the over-all winner of the show.

The agreement with Africa’s Next Top Model encompasses a variety of on and off-air elements; these include presence within the show via two episodes featuring P&G brands, brand placement in the Top Model house , social media platforms and events.

The partnership with Africa’s Next Top Model serves as yet another example of the way in which P&G continues to be at the forefront of consumer’s needs and desires by creating innovative products and utilising creative strategies to reach consumers.

“Africa’s Next Top Model is very proud to partner with P&G as associate sponsor for our first season. Through platforms that are both interactive and aspirational, P&G’s involvement with Africa’s Next Top Model means that its brands are able to leverage the advertising partnership in a way that is far more effective and impactful,” says Oluchi Orlandi, the show’s host.

Tune in to DStv’s Africa Magic Entertainment, channel 151 every Sunday to watch Africa’s Next Top Model at 18:00.