E! Moves Into 'Red Carpet' Products


Comcast's E! network, now part of NBC Universal, is moving into consumer products, looking to capitalize on its "Red Carpet" brand by offering various products, such as self-tanner and home food delivery.

NBCU has a consumer products group and with E! now falling under the group, that may have been an impetus to jump-start offerings.

The female-targeted E! products are rooted in its "Live From the Red Carpet" programming before top awards shows, from the Golden Globes to the Oscars, and hosted partly by Ryan Seacrest.

The products will be distributed through an array of licensing deals. Xen-Tan will offer a self-tanner and bronzer at Nordstrom and Ulta for $43, promoted as allowing a "'just back from St. Barts' glow."

Freshology delivers healthy, calorie-controlled meals daily and a "Red Carpet Gourmet" entree will include a 28-day "rotational menu."



Stila Cosmetics will offer makeup, with Adrianna Papell selling apparel for women. Other licensees are expected to sign on.

Suzanne Kolb, who leads marketing at E!, stated that the "initiative allows us to expand the E! brand beyond TV and into our viewers' lives by inspiring their own red carpet moments ... We have always been in the business of portraying beauty on the screen; now we are sharing some of those secrets with women everywhere. "

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