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Fusion Brands Helps Bring Soap Opera's Cosmetic Brand to Life
Posted: May 26, 2011
Fusion Brands Inc., in partnership with Sony Pictures and CBS Consumer Products, announced the 2011 launch of Jabot Cosmetics, one of the first fictional beauty brands to become available for purchase to consumers. Inspired by the beauty company portrayed on the daytime TV series The Young and the Restless (Y&R), Jabot is now a premium collection of color cosmetics, advanced scientific skin care and luxurious fragrances formulated to give fans and women access to Hollywood's backstage beauty secrets.
Jabot Cosmetics will launch at the 2011 Daytime Emmy Awards in Las Vegas on June 19, 2011. The face of the brand and one of the most popular stars on the show Tracey E. Bregman, who plays character Lauren Fenmore, will debut the brand live on the red carpet. Maria Bell, producer and head writer for the show, explains, "For the first time our fans can own a piece of the show, and at the same time, share in the storyline as it unfolds live on TV. The brand launch is going to be completely integrated to the show. The backstory on how Jabot started and product development is going to be featured in Y&R story lines, and we are going to use actual Jabot products on-set with the same packaging as you will see in retail. Plus, viewers will soon see a new Jabot set as well."
"Jabot is one of the first beauty entertainment brands to be brought to market," explained Fusion Brands Inc. CEO Caroline Pieper-Vogt. "Aside from being linked to the most-watched show on daytime television, which is completely special and unique from any other beauty brand out there, all Jabot products are inspired by or come straight from the backstage of Hollywood.” Eugene Melnyk, chairman of Fusion Brands Inc,. added, "The Jabot project represents precisely the kind of innovative new paradigm in beauty marketing and distribution that is synonymous with Fusion Brands Inc. innovation-driven industry position."
Beginning in mid-June, Jabot will be sold at www.shopjabot.com and www.hsn.com. Additionally, Bregman will preview the line on HSN on June 21 and 22. The entire collection will officially launch on July 28, and it will also be available at Ulta retail locations.
“Building brands is a part of HSN’s DNA, and the idea of taking the Jabot brand from fiction to reality was compelling to us,” said Bill Brand, EVP of programming, marketing and business development for HSN. “With millions of extremely loyal Y&R fans, we see this partnership as a tremendous opportunity to attract new customers while providing current ones with an experience that is highly engaging.”