Ulta Beauty is partnering with Bravo Media for the launch of the network's new digital shop, The Lookbook, that does double duty as a social platform.
The new shop launch coincides with the season premiere of Bravo's "Girlfriends' Guide to Divorce," which has style and fashion playing a larger role for the lead character. Traffic on the network's website is up 57 percent year-to-date from last year.
Ulta Beauty (NASDAQ:ULTA) will serve as the exclusive feature partner at launch and offer a selection of products to recreate looks found on-air.
The Lookbook lets viewers 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.
Viewers can also share or pin favorites to their social platforms.
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 the show and provide a guide 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, exec-VP of lifestyle advertising sales at 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."
"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 VP of 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."
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.
E-commerce has been an important part of Ulta's growth plan, but has taken a back seat to growing store traffic and loyalty program membership.
-See this Bravo Media press release
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