Jersey Shore Tanning News: JWOWW and The Situation

Love ’em or hate ’em, the “Jersey Shore” crew recently kicked off their fourth season in Italy, drawing MTV the highest ratings in the network’s history for a season premiere – 8.8 million viewers. In a promotional appearance on the Regis & Kelly show, Jenni “JWOWW” Farley shared her extreme dissatisfaction with Italian tanning salons (whose equipment is governed by different UV output standards than the U.S.). She was shocked to have spent nearly half an hour in a tanning bed without gaining any color. Her overseas fix was to double up on spray tans.

Mike “The Situation" Sorrentino wasn’t singing the blues, however, as he sealed a lucrative deal with Boca Tanning Club. TMZ reports the Jersey stud is making 6-figures to be the salon’s face man, as well as securing part ownership in the Florida-based 24/7 salon business. In the coming year, he’s got his sights on expanding the brand, including the opening of four salon locations in New Jersey. They would join the chain’s existing operations in New York, Florida and Texas.

Sorrentino’s Boca venture also involves the development of a new sunless aerosol product for home use.

Beyond Boca, the guy who put the “T” in GTL has also secured a partnership with a New York-based upscale apparel company. FLOW Formal Alliance, a manufacturer of tuxedos and accessories, signed on the reality star to try to connect with a younger, more hip demographic.

“Our goal is to attract young consumers to a classic product designed specifically to appeal to the changes that have occurred in their attitude towards dressing up,” says Brian Weintraub of FLOW. “We could not think of a better way to connect with today’s consumer and identify with what they expect from their formalwear experience. Our new relationship with the Situation introduces formal wear to a broader spectrum of consumers.”

The move is consistent with FLOW’s aggressive commitment to appeal to a younger generation of formal wear users that do not want to wear their father’s tuxedo. Changes in today’s consumer attitude demand products with greater value and diversity. A line of tuxedo products under the “Situation” label styled with a new generation of fashion-conscious consumers in mind will be launched in Las Vegas in August.

FLOW is the license holder for Ralph Lauren, Calvin Klein and Joseph Abboud tuxedos and accessories.

Sources

TMZ.com: The Situation 6-FIGURE PAYDAY In Major Tanning Bed Deal

New York: JWOWW Laments Italy’s Sub-Par Tanning Salons on Regis