The acquisition will add more than 300 products to L’Oreal’s lineup.
The e-retailer’s “Closet Confessions” video series airs on television and online channels.
An online video series by Bluefly Inc., an e-retailer of designer apparel and accessories, has started to air on Bravo Media’s television and online channels.
The e-retailer’s “Closet Confessions” videos feature fashion figures such as heiress Nicky Hilton, “Project Runway” winner Christian Siriano and Olympic skater and aspiring stylist Johnny Weir providing a tour and commentary of clothing in their closets and their fashion preferences.
“We’re excited to be the first fashion brand to bring a web-based, reality series to national television in this way,” says Bradford Matson, chief marketing officer for Bluefly, No. 163 in the Internet Retailer Top 500 Guide.
The 45-second videos launched by Bluefly in April 2010 have attracted more than one million page views, according to the company.
“Closet Confessions fuses fashion, celebrity, and pop culture into a dynamic video experience that’s organic to the Bluefly brand and fits perfectly with Bravo’s highly affluent and educated audience of pop culture fans and fashionistas,” says Matson.
The videos will run on Bravo during original airings, finales and re-airings of shows “Top Chef,” “The Real Housewives of D.C.,” “The Real Housewives of Atlanta,” “Flipping Out,” “Top Chef Just Desserts,” and “The Rachel Zoe Project.”