Oxygen Puts The 'O' In ShopOholic.com

Shopoholic

Oxygen Media and Personal Shopper launched shopOholic.com, highlighting a Holiday Gift guide and tighter integration between the Web and television shows like Bad Girls Club, which premieres Tuesday.

While Shopoholic.com launched Monday, portions of the site will roll out in phases. The first phase of shopOholic.com is the Holiday Gift guide. It allows consumers to browse for Oxygen's gifts for mothers, sisters, boyfriends, best friends and pets. Some gifts are as low as under $50.

Early next year, consumers will have the ability to "get the look" of their favorite stars, and compete in commerce-enabled games. The makeover games will give site visitors the ability to buy the beauty products based on those games.

Jennifer Turner, vice president of licensing and strategic partnerships for Oxygen, calls it "shopping around the O" to reach women ages 18 to 34.

"We're using the shows as a way into the site through content, but it's not just fan-based merchandise," Turner says. "There are items that are not Oxygen- or show-branded."

Aside from Oxygen-branded merchandise, the site will introduce a range of apparel, shoes, accessories, jewelry, cosmetics and even things for the home. The focus to create a "true content commerce gaming environment where entertainment and commerce are infused" aims to create more excitement around the show and the site.

"It's a more exciting experience, as well as an opportunity to generate ancillary revenue for the network," Turner says.

Early next year, fan shows like "Bad Girls Club" will have an opportunity to purchase the look of their favorite Oxygen stars for less. It's all part of more closely integrating viewers of Oxygen television shows with the Web.

ShopOholic.com hangs off the Oxygen site, which is filled with games, entertainment and information about the network.

With Personal Shopper handling the commerce part of the shopOholic site, all consumer purchases are integrated into one online shopping cart, even if on the back end the order is filled by multiple merchants.

Oxygen will follow the Holiday Gift guide with a special for Valentine's Day beginning next year. "We really want to own Valentine's Day," Turner says. "It's all about following the O."

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