Loaded, the magazine that invented modern men's media, has partnered with NIVEA for Men - the UK's number one men's skin care brand - to celebrate the very best in comedy in the Loaded LAFTAS Comedy Awards with NIVEA for Men. The partnership marks the first time the Loaded LAFTAS - now in their fourth year - have been sponsored. The deal was brokered by USP Entertainment, the UK's only independent specialist in uniting brands with comedy. The Loaded LAFTAS 2006 with NIVEA for Men offers accolades across 12 categories - all voted for by Loaded readers. Categories include Best Stand-Up, Funniest TV Personality, Funniest Reality TV Person, Funniest Website and Funniest Film. Previous winners included stern-faced comic Jimmy Carr, the TV genius of Peepshow, comedy pals Ant and Dec and self-styled saviour of Radio 1, Chris Moyles - with the ever-popular Bruce Forysth named last year as the Loaded LAFTAS Legend. NIVEA for Men is the UK's number one men's skin care brand, offering trusted care and innovation, with enhanced formulations, modern, masculine packaging and simple benefit-led products and ranges. Loaded publishing director Eric Fuller says: "The Loaded LAFTAS are firmly established as an annual spotlight on the very best comedy talent. Grooming and humour have always been staples of Loaded's heady editorial mix; partnering with the UK's number one skin care brand makes perfect sense." Graham Taylor, senior brand manager for NIVEA for Men, added: "Our product range is bought by normal people. People who hang out with their mates and enjoy a good laugh - which is why the association with the Loaded LAFTAS is so relevant. The LAFTAS represent the best in comedy - and with NIVEA for Men representing the best in male grooming it was the perfect combination, creating optimum stand out for both brands." The Loaded LAFTAS 2006 with NIVEA for Men are launched in the August issue of Loaded, and will be promoted across five issues of the magazine, culminating in a special review of the star-studded event in the December issue of the magazine. The partnership will also be extensively promoted online at www.loaded.co.uk/laftas, across a range of other IPC titles including Nuts and NME, and through a targeted radio and print PR campaign. The Loaded LAFTAS 2006 with NIVEA for Men will be held at exclusive London location Sketch on October 4th. The August issue of Loaded is on sale this week, priced £2.60. - ends - About Loaded Loaded started it all: the original iconic magazine for young men, launched in 1994, and still the most recognised name in men's media. Aimed at 16-30 year-old-men, Loaded presents the edited highlights of a young man's life: funny, irreverent, stylish and sexy. IPC ignite! is the men's lifestyle and music division of IPC Media. Its award-winning, market-leading brands enjoy international recognition. They include Nuts, Loaded, Uncut, NME and nme.com. For further information contact Anna Gawan, press officer, IPC Media. Tel: 020 7261 6575 Email: anna_gawan@ipcmedia.com For high-resolution cover images go to www.ipcmedia.com/press/imagebank.php. About NIVEA for Men For downloadable images, press releases and logos on the NIVEA for Men range, visit www.bdfpressoffice.co.uk.