Bravo Media today announced the launch of The Lookbook, the network's new digital and social destination created to inspire fans using fashion and beauty looks from their favorite Bravo shows and the latest trends. Hosted on Bravotv.com, the online platform kicks off tied to the sophomore season of Bravo's scripted series "Girlfriends' Guide to Divorce," premiering tonight at 10pm ET/PT. Ulta Beauty, the leading beauty retailer for cosmetics, fragrance, skin, hair care products and salon services, will be The Lookbook's exclusive beauty partner at launch in what is the first multi-platform campaign for its brand.
With The Lookbook,
Bravo leverages the continued success of its mobile and digital platforms with Bravotv.com site traffic up 57 percent to-date from last year. In this season of "Girlfriends' Guide to Divorce," style takes center stage for main character Abby McCarthy (Lisa Edelstein), a self-help writer who is navigating the tricky waters of being single once again in her 40s. The Lookbook enables fans to browse series clips and curated product guides, and then click-to-buy through partner sites. In addition, viewers will be able to draw inspiration from episodes each week with style guide profiles for cast members, behind-the-scenes videos on the show's fashion and beauty designs, interviews, listicles and more. Additionally, whenever fans find themselves inspired by "must-have" looks, they can share or pin to their social platforms.
"The Lookbook provides Bravo's tech-savvy audience with a deeper glimpse into the styles they love from their favorite shows in addition to a collection of products curated from the hottest trends in the marketplace," said Aimee Viles, Senior Vice President, Emerging Media,
Bravo and
Oxygen Media. "This new digital destination is a one-stop resource for fans to find, cultivate and share their love of fashion and beauty."
At launch, Ulta Beauty, the largest beauty retailer in the United States, will be the exclusive beauty partner, offering fans a selection of products they can use to recreate looks inspired by on-air styles and headline-grabbing trends. The Lookbook will feature a branded digital video series sponsored by Ulta Beauty and hosted by beauty expert Sona Gasparian, which in conjunction with additional on-air and digital vignettes, will highlight beauty looks inspired by "Girlfriends' Guide to Divorce" and give viewers an intimate guide into how to recreate them at home using products all found at Ulta Beauty.
"Bravo's audience has an insatiable appetite for all things fashion and beauty, especially when it relates to our series talent," said Laura Molen, Executive Vice President, Lifestyle Advertising Sales, NBCUniversal. "Together with Ulta Beauty, we're excited to launch The Lookbook as the ultimate shopping experience for our fans to more deeply connect with our programming, characters and our advertising partners."
Each episode of "Girlfriends' Guide to Divorce" will feature custom on-air style vignettes signaling fans to visit The Lookbook to shop looks inspired by the show. The Lookbook will also be promoted on Bravotv.com, The Daily Dish,
Bravo social platforms and the "Girlfriends' Guide to Divorce" show page.
About
Bravo Media
Bravo Media is the premiere lifestyle and entertainment brand that drives the cultural conversation around its high-quality, interactive original content that focuses on the network's passion points of food, fashion, beauty, design, digital and pop culture. The network's diversified slate includes Bravo's first scripted series "Girlfriends' Guide to Divorce," scripted comedy "Odd Mom Out," and unscripted favorites such as Emmy award-winning "Top Chef," "Vanderpump Rules," "Below Deck," "Thicker Than Water" and the popular "Million Dollar Listing" and "The Real Housewives" franchises as well as the only live late-night talk show, "Watch What Happens Live." Available in 92 million homes,
Bravo is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.
Bravo has been an NBCUniversal cable network since December 2002 and first launched in December 1980. Watch
Bravo anywhere: On Demand, online or across mobile and connected TVs.
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