American TV network Bravo has partnered with US cosmetics retailer Ulta Beauty and a host of fashion retailers to make its show A Girlfriend’s Guide to Divorce shoppable via an initiative called The Lookbook.
Hosted on Bravotv.com, The Lookbook is a digital hub featuring behind-the-scenes videos, beauty tutorials and curated product guides that give fans a direct link to products worn on the show – Bravo’s second most-watched series of 2014. Items are flagged up by a pop-up box that appears on-screen at the end of each episode.
The shoppable videos – shortened outtakes of each episode – are powered by TheTake, a US-based digital tool enabling fans to discover and shop products and locations seen in movies and TV shows. Items are spot-lit as small icons on the right-hand side of the video, or as pictures underneath it. When clicking on the product icon, users are presented with a link to the same or similar item. Current retail partners include Matches, Neiman Marcus, Barney’s, Farfetch and Yoox.
Ulta Beauty is currently the exclusive cosmetics retailer. It has bolstered the partnership by including branded beauty tutorials, where LA-based style and beauty vlogger Sona Gasparian shows viewers how to recreate the looks seen on the show.
For more on opportunities to tap into fan communities, see Fan Fashion in our Pop-Culture Round-Up: August 2015.