Telemundo, a producer of content for Hispanics in the U.S. and audiences around the world, announced the national launch of Club de Noveleras, the network’s official telenovela fan club, in partnership with L’Oréal USA. This initiative, according to a Telemundo press release, is a first for both companies in scope and scale.
“This integrated program transforms viewership into relationship while connecting L’Oréal USA’s brands like L’Oréal Paris, Maybelline and Garnier to their target consumers in an experiential and unique way,” said Jacqueline Hernández, COO, Telemundo. “Consumers will be able to join an online community where they can interact with each other and with their favorite telenovela stars, while also finding rich beauty content including a brand new dedicated beauty blog.”
“This is the first time that several L’Oréal USA brands and divisions have come together to celebrate the beauty of the Hispanic community,” said Marc Speichert, CMO, L’Oréal USA . “L’Oréal USA has a profile of beauty products that fit the need of every U.S. Hispanic consumer. Through this partnership with Telemundo, we will create the first Hispanic community that allows users to engage with their favorite Telenovela stars, connect with others about beauty while earning rewards and free gifts for participating in this ultimate Hispanic beauty destination.”
Members of the Club de Noveleras’ loyalty program have opportunities to earn points and later redeem them to win prizes, Telemundo brand premiums and various products from across L’Oréal USA’s beauty portfolio.
The Club de Noveleras site will also serve as an insights vehicle with a daily panel that will provide L’Oréal USA with key information on what Club de Noveleras members are looking for in their beauty regimens.