Call it the girlfriends' guide to style. With a second-screen experience called The Loobook, Bravo is helping fans of its sophmore series Girlfriends' Guide to Divorce dress just like the stars of the show.
The Lookbook, launching today ahead of tonight's season 2 premiere, is a digital and social hub offering the same outfits worn by star Lisa Edelstein and the show's cast. Ulta Beauty has signed on as the exclusive beauty partner, in what is the retailer's first multiplatform brand campaign.
Ulta's partnership includes a branded video web series hosted by style and beauty YouTuber Sona Gasparian. Style vignettes airing during each episode will point viewers back to The Lookbook, which will also feature behind-the-scenes videos, style guide profiles for cast members, curated product guides and click-to-buy partner sites.
"Bravo's audience has an insatiable appetite for all things fashion and beauty, especially when it relates to our series talent," said Laura Molen, evp, lifestyle advertising sales, NBCUniversal. "Together with Ulta Beauty, we're excited to launch the ultimate shopping experience for our fans to more deeply connect with our programming, characters and our advertising partners."
Girlfriends' Guide was Bravo's second most-watched freshman series to launch last year. Its 829,000 adults 25-54 and 749,000 adults 18-49 averages are an increase of 14 percent and 8 percent, respectively, compared to the average freshman scripted series on cable.
The Lookbook will be hosted on Bravotv.com – which has seen its own traffic grow 57 percent year-to-date vs. last year.