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[02/18/11 - 11:01 AM]
E! Entertainment Television Introduces Consumer Products Line Inspired by Network's Long-Running Hit "Live from the Red Carpet"
The comprehensive line launches with an array of products that includes apparel, cosmetics, self-tanner and a home food delivery service.

[via press release from E!]

E! ENTERTAINMENT TELEVISION INTRODUCES CONSUMER PRODUCTS LINE INSPIRED BY NETWORK'S LONG-RUNNING HIT "LIVE FROM THE RED CARPET"

Licensed Merchandise Initiative a Natural Extension of Network's Flagship Red Carpet Specials

Los Angeles -- February 18, 2011 -- E! Entertainment Television is launching the first-ever line of consumer products inspired by the network's long-running series of Red Carpet awards show specials. "Live From the Red Carpet" branded products are being introduced to consumers in stores and online throughout the U.S., resulting from licensing agreements in place with numerous partners who produce and market approved products under E!'s internationally-established and widely recognized "Live From the Red Carpet" brand. Currently, E!'s "Live From the Red Carpet" awards show specials are broadcast throughout the world, are seen by millions of viewers, and have helped to firmly establish the network as Hollywood's definitive source for the best and most far-reaching coverage of the glamorous world of Red Carpet. The announcement of the new consumer product line was made today by Suzanne Kolb, President, Marketing, News and Online, E! and Style.

"Entry into branded consumer products is a logical next step for E!'s Live From the Red Carpet, which has made its mark as the worldwide destination for comprehensive red carpet coverage," said Kolb. "This new initiative allows us to expand the E! brand beyond TV and into our viewers' lives by inspiring their own red carpet moments which turn any occasion into an award-winning celebration. We have always been in the business of portraying beauty on the screen; now we are sharing some of those secrets with women everywhere. "

The comprehensive line launches with an array of products that includes apparel, cosmetics, self-tanner and a home food delivery service, with additional products to launch throughout the coming year. The first four companies to introduce products under the new "E! Live From the Red Carpet" brand include:

· Stila Cosmetics - Women should always be "camera-ready" and Stila makes it possible with this exclusive line of limited-edition makeup palettes. Each palette features a unique combination of eye shadows, convertible color for cheeks and lips, plus all-over body shimmer including a bonus product to complete the overall look. The Blockbuster palette is also available as a combination of all palettes with additional shades of eye shadows and convertible colors. Each palette comes with instructions by Stila Celebrity Makeup Artist Sarah Lucero on how to recreate favorite red carpet looks. Available exclusively at cosmetics retailer Ulta for $20-$42.

· Adrianna Papell - From a simple girl's night out to that once-in-a-lifetime black tie event, this line of special occasion dresses provides the centerpiece for memorable experiences with their sophisticated, alluring and chic style. The exclusive styles mirror the latest fashion trends seen on the red carpet, for a fraction of the couture price. Available at Dillards, Lord & Taylor, Nordstrom and other major retailers nationwide. Average retail price per dress: $225.

· Freshology - Slimming down is a snap with the help of this five-star, calorie-controlled meal program that customers can have delivered daily right to their homes. Whether it's a wedding, high school reunion or a beach vacation, Red Carpet Gourmet offers a 28-day rotational menu of delicious, all-natural epicurean meals that will have clients looking and feeling amazing - like many of Freshology's celebrity clientele - in no time at all. For more information, visit www.redcarpetgourmet.com.

· Xen-Tan - Get that "just back from St. Barts" glow without the dangerous effects of a tanning booth. This customizable self-tanner and bronzer for face and body brings out all of the natural undertones in all skin types. Plus, Xen-Tan has a breakthrough deodorant ingredient that blocks self-tanning odors. Available at Nordstrom and Ulta. Retail price: $43.

Recognized throughout the world as the definitive source for Red Carpet coverage of Hollywood's biggest and most watched events, E's "Live From the Red Carpet" kicked off the 2011 Awards Season with record-breaking ratings for its pre-show coverage of this year's 68th Annual Golden Globes(R) last month and the 53rd Annual Grammy(R) Awards last Sunday.

For the Golden Globes(R), E! averaged over 1.6M total viewers for its pre-show coverage, and notched the network's best performance in four years with household ratings up five percent. Ratings for the time period more than tripled the prior four-week average with households, and the two-hour arrival show hosted by Ryan Seacrest and Giuliana Rancic increased 58 percent during its own performance. Complete awards coverage included "Countdown to the Red Carpet," "Live From the Red Carpet" and "E! After Party."

The party continued at the Grammy(R) Awards, where ratings for "Live From the Red Carpet: The 2011 Grammy(R) Awards" scored the network's highest-rated and most watched pre-Grammy(R) Awards coverage ever, drawing over 2.9 million total viewers. Ratings for the time period more than doubled the prior four-week average. In addition, the night saw record highs among a younger audience, posting its highest-rated "Live From the Red Carpet: Grammy(R) Awards" ever with Adults 18-34 and Women 18-34.





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