Bravo makes Girlfriends’ Guide to Divorce shoppable with launch of The Lookbook

Ahead of the Season 2 premiere of Girlfriends’ Guide to Divorce, Bravo this week announced the launch of The Lookbook, a new digital and social destination for fans to get inspired by, and ultimately shop, looks from the show. Ulta Beauty is The Lookbook’s exclusive beauty partner at launch.

There has been much buzz but little action taken as it relates to “shoppable TV,” and so the e-commerce component of The Lookbook is particularly noteworthy. In addition to allowing fans to browse clips and curated product guides, fans can actually click through to purchase products from the show.

“We’ve been excited to introduce a shopping experience to Bravo fans for quite some time and the premiere of the second season of Girlfriends’ Guide to Divorce presented the perfect opportunity,” Aimee Viles, Senior Vice President, Emerging Media, Bravo and Oxygen Media, told Found Remote. “Fans tune in each week not only to see what’s happening with their favorite characters, but also to get inspiration from their on-screen styles. With The Lookbook on Bravotv.com, fans can now easily click-to-buy products they love through partner sites, starting with exclusive beauty partner Ulta Beauty.”

As shoppable video experiences become more mainstream, publishers and their technology partners will have to balance the allure of monetization with being too distracting (which could drive away viewers).

Powering the shoppable technology on The Lookbook is TheTake, a destination and app launched in 2013 that allows people to shop looks from their favorite TV shows and movies.

Distraction, Tyler Cooper, CEO, TheTake, told Found Remote , “is all dependent on the UI. Some experiences are very distracting, some are not. We keep our experience minimized in the corner of the video until the moment a consumer wants more info. Then, they can pause the video to expand the product bubbles, get more info and purchase the item of interest.”

Each episode of Girlfriends’ Guide to Divorce will feature The Lookbook calls to action to shop looks inspired by the show. The Lookbook will also be promoted on Bravotv.com, The Daily Dish, Bravo social platforms and the “Girlfriends’ Guide to Divorce” show page.

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