Bravo launches 'SheShe' destination with Refinery29, Vulture and others in anticipation of 'Girlfriend' season two

Bravo Media has, over the years, accumulated an often overlooked, yet eclectic and prominent collection of programming. They range from the entertaining “Real Housewives” franchise, which has now reached 8 cities, to the serious and star-launching food series, Top Chef, all the way to the enlightening, Inside the Actor’s Studio, all nestled in between Andy Cohen’s, Watch What Happens Live.

The company added to that collection last year with the hit show, “Girlfriends’ Guide to Divorce,” which will begin its second season tomorrow. The show follows self-help writer, Abby McCarthy, played by Lisa Edelstein (who you may know as Dr. Lisa Cuddy, from House), who becomes the ‘face of divorce’ for a website called SheShe. In the lead up to its second season, Bravo has created its own SheShe destination at BravoTV.com.

The site has partnered with a number of contributors, including well-known brands such as Glamour, Apartment Therapy, Refinery29, Vulture, and SheKnows. The curated content will focus on the same sorts of issues and questions that the show tackles; relationships, decor, fashion, wellness, and entertainment. The partnership is innovative in the industry, marking the first time that these brands have lent their names and content in a co-branded entertainment partnership.

It’s a clever move by Bravo, which follows in a long line of companies that have shifted towards more non-traditional modes of advertising. Instead of simply touting the bonafides of a show, companies seem to be moving around the periphery of a show, immersing viewers, and potential viewers, in the show’s topic and message. This sort of advertising can help the shows feel more genuine and connected to their own lives, rather than the often banal and overly dramatic television ads that constantly flash across our screens. If the new advertising feature is any indication, “Girlfriends’ Guide to Divorce” is on its way to another successful season.

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