EXCLUSIVE: Strictly pro Giovanni Pernice risks the wrath of BBC bosses by launching his own cosmetics brand despite stringent guidelines against stars profiting off links to the broadcaster
Strictly star Giovanni Pernice is cashing in on his Strictly Come Dancing fame by launching his own cosmetics brand.
The Italian dancer, 33, is the latest BBC staffer to attempt a money-spinning project, risking the wrath of bosses who have stringent guidelines against their stars profiting off links with the broadcaster.
He set up the company in June before finally announcing its arrival on Thursday. The brand is called GP Vita, and he is working alongside entrepreneur Giacomo Tontarelli and marketing guru Nicholas Hill to create beauty products designed to ‘inspire and bring joy to life.’
Several BBC stars including Helen Skelton and Nick Knowles have failed to comply with the Beeb’s policy in recent years.
But according to insiders close to Giovanni, he’s ensured his set-up won’t land him in trouble.
Strictly star Giovanni Pernice is cashing in on his Strictly Come Dancing fame by launching his own cosmetics brand
The dancer is the latest BBC staffer to attempt a money-spinning project, risking the wrath of bosses who have strict guidelines against stars profiting off their links with the broadcaster
Giovanni announced his new business venture on Instagram this week calling the upcoming launch a ‘dream project’
The professional dancer signed the paperwork back in June, telling his 1million followers that his ‘dream project’ was finally coming to fruition
A source said: ‘Giovanni’s legal team has ensured there is no danger of him breaking any rules.
‘He hasn’t breached any conditions in his contract and as long as he doesn’t promote his products on television or compromise the BBC’s values, he’s fine to kick on.
‘Giovanni is aware his profile is in a good place following the last few years on Strictly, so he feels why not pounce on that and make some money?’
Last August, former Strictly contestant Helen Skelton was given a warning for promoting fashion and jewellery brands on her Instagram account by tagging in firms associated with items she was wearing on BBC One show Morning Live, as BBC guidelines state that ‘no on-air talent should promote products, goods, services or clothing they use.’
And three months earlier, Knowles was handed a bigger punishment when he was dropped from a one-off special of hit show DIY SOS for playing a builder in a commercial for cereal brand Shreddies which broke the broadcaster’s advertising rules, as it was deemed the host was trading off his on-screen persona.
The BBC editorial guidelines state: ‘Promotional work must not suggest BBC endorsement, compromise the BBC’s values, bring the BBC into disrepute, or gives the public reason to doubt impartiality or integrity of BBC on-air talent.’
Giovanni, who won Strictly in 2021 alongside deaf actress Rose Ayling-Ellis, described GP Vita as his ‘dream project’ while announcing the brand on Instagram.
He posted a sultry close-up black and white picture featuring himself about to pucker up with a female model, stating that the official brand launch is due to take place next Tuesday.
Giovanni has recruited Brazilian model Amanda Faical to star in his brand’s launch campaign and the stunner is more than up to the job after previously working for Maybelline and Nivea
Revealing the ‘aims’ of his new brand, Giovanni’s website says GP Vita, which is his initials plus the Italian word for ‘life’, will ‘inspire’ and ‘bring joy’
Giovanni is currently performing on Strictly with actress Amanda Abbington and in recent weeks the two have impressed the judges with their routines
Giovanni joined the cast of Strictly professional dancers in 2015 and won the competition for the first time with deaf EastEnders actress Rose Ayling-Ellis
The beauty starring in the seductive photos alongside Giovanni is Brazilian model Amanda Faical, whose other work includes a Maybelline TV advert and Nivea cosmetics campaign.
Giovanni has previously made money away from the Beeb by starring in touring shows with Anton Du Beke, the show’s judge and co-star on their BBC One travel series.
Du Beke, plus fellow judge Shirley Ballas, have written novels with heavy links to the world of dance since finding fame on the show.
Giovanni is currently performing on Strictly with actress Amanda Abbington and in recent weeks the two have impressed the judges with their routines.
Shirley, whose specialist dance is the rumba, praised the star on her rendition including her walk, which the head judge says had taken her years to perfect while Amanda mastered it after a week.
MailOnline has contacted Giovanni’s representative and the BBC for comment.
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