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Birchbox Goes Hollywood with New Partnership
Posted: June 17, 2013
USA Network and Birchbox announced a new partnership designed to cross-promote the style of USA's fashionable drama series Suits to Birchbox's consumers through a series of integrated marketing initiatives. Inspired by the polished aesthetic of both brands, the partnership will include fully customized Suits-themed Birchboxes for men and product picks inside Birchboxes for women, including the latest finds in the world of style, along with tips and ideas for how to achieve the signature look of Suits characters.
This marks the first time that Birchbox has deployed a fully integrated campaign partnership across both its women's and men's brands. The partnership will also feature a series of exclusive, behind-the-scenes video interviews from the Suits cast, live tweeting events, contests and much more to engagement fans throughout the show's new upcoming season. The videos will live on Birchbox's Women's Magazine and Men's Guide, as well as at USANetwork.com. Additionally, USA Network will promote a Birchbox Man sweepstakes on air and via social media channels during Suits episodes, where fans can enter for a chance to win a year's worth of Birchbox grooming, beauty products and lifestyle essentials inspired by Suits.
"When it comes to the world of style on TV, the men and women of Suits are among the most fashionable," said Katia Beauchamp, Birchbox's co-founder and co-CEO. "We're thrilled to be working with Suits, creating brand integration where we connect our two highly engaged audiences in a meaningful way; using social media, physical products and editorial content to grow our reach and engagement across the board."
"Everything about Suits, from its dialogue to its sets to its weekly fashions, is distinct, is highly stylized," said Alexandra Shapiro, USA's executive vice president, marketing and digital. "We welcome partners like Birchbox who have a shared appreciation for style and beauty, and with whom we can create meaningful, real-world fan connections beyond the weekly telecast."
For more information on the special edition Suits Birchbox, other elements of the partnership, or to join Birchbox's subscribers, visit www.birchbox.com/suits.