• by Danielle Oster , November 9, 2023

Entertaining guests for the holidays can be stressful. Bel Brands’ Boursin teamed up with NSYNC member Lance Bass for a campaign promising to take some of the pressure off hosting duties.

The brand is offering consumers a chance to own the Maison Boursin Connection Collection -- reportedly valued at more than $550 -- and designed to ensure “people have everything they need to effortlessly entertain,” Boursin Brand Director Ridhi Barber said in a statement. Interested parties can enter for a chance to win the collection via a dedicated landing page or on the company’s social channels, through Nov. 21.

Boursin will be sharing further details through Bass’ Instagram channel, as well as its own social channels.

The Maison Boursin Connection Collection goes well beyond the Boursin cheese hors d'oeuvres you might expect to include everything from fine dinnerware (matte gold serving spoons and a ceramic platter) to custom conversation cards to keep the discussion flowing, and a silk jacket to host in style.

Bass, who has been designated “Maison Boursin Host in Residence," shared personal stories of hosting -- including favorite recipes and must-have entertaining essentials --  to inform the collection.

The campaign was sparked by a recent survey of Americans aged 21-45 conducted by Wakefield Research, in which 83% of respondents said they would entertain more often if it wasn’t so overwhelming, with 35% saying they were affected by expectations to host the perfect gathering. The study also pointed to clear benefits from connecting with friends and family during the holidays, as nearly three out of four people reported feeling disconnected as a result of spending less time with friends and family than in years past.