Come February, Karen Robinovitz, founder of indie beauty brand Purple Lab, will bring her chic take on makeup to HSN.
Purple Lab, which was launched in May, will be unveiled on the home shopping channel Feb. 18 at 9 a.m. and will be followed that day by an 8 p.m. broadcast. In total, the brand will kick off on HSN with a five-show lineup, including noon and 7 p.m. shows on Feb. 19 and a 2 a.m. show on Feb. 20.
"We have had terrific success bringing unique and proprietary beauty products to our customers at HSN," said Michael Henry, senior vice president of merchandising for HSN. "The Purple Lab collection serves a double duty purpose. From Lashionista to Modelista, these products are fun, yet practical, cheeky yet sophisticated. We are thrilled to partner with Karen Robinovitz as she is the quintessential story teller who will bring her brand to life for our customers."
Robinovitz will introduce her full product line on HSN, including Huge Lips Skinny Hips, a multitasking lip gloss designed to both plump lips and suppress the appetite with hoodia, for $22, and Silk Sheets, a silk-infused, green tea-rich foundation, for $28.50.
“I wanted only products that would replace what’s in my makeup kit,” said Robinovitz. “These are science-forward, serious formulations, but still fun, with a feeling of whimsy.”
Robinovitz has worked as a fashion and beauty journalist, a contributing editor for Marie Claire and Elle, and has consulted for top beauty brands. She has also been featured on MTV, the Style Network, Tyra Banks’ show and a slew of morning shows.
“Partnering with HSN is a dream for me,” said Robinovitz. “It is the most modern frontier for shopping.”
No stranger to interactive media, Robinovitz has taken full advantage of modern technology by creating online initiatives via Twitter, YouTube and Facebook. Robinovitz also frequently updates Purple Lab’s blog, Purpleblab.
“This is a testimonial line; it’s about becoming friends and sharing information,” said Robinovitz. “It’s a chance to connect and get the message out there.” To promote the brand’s double lip plumper, Luvah, priced at $22.50, Purple Lab will partner with the W Hotel in Hoboken on the “Find Your Luvah” event, purportedly the world’s largest speed-dating assemblage.
The event, hosted by a yet-to-be-named celebrity matchmaker, will take place on Jan. 29 and include singles ages 21 to 35.
Additionally, on Tuesday, Purplelabnyc.com was relaunched and now features e-commerce as well as interactive content.
“This is a lifestyle brand,” said Robinovitz. “We want to give women a sense of feeling behind the velvet ropes in their everyday lives.”
In addition to Huge Lips Skinny Hips and Silk Sheets, the full Purple Lab line will include Lashionista Modelista, $26.50, a protein-loaded mascara and liquid liner duo that features ground micro diamond powder; Luvah, a lip stain and gloss compact infused with aphrodisiacs; Luxury Squared, $24.50, a concealer and highlighter duo that contains silk and algae, and Cheek Implants, $24, a collagen and nylon-enriched cream blush.
The full range will be available on Purplelabnyc.com and hsn.com beginning Feb. 18.
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