Online Exclusive: ‘Huge Lips Skinny Hips’ Stars on HSN

The line of six Purple Lab products that will debut on HSN during four primetime shows.

Lip plumper is one of six double-duty beauty products from Purple Lab scheduled for a colorful primetime launch.

By Steve Katz, Associate Editor

The television retail experience provides consumers with a unique shopping environment, shining a spotlight on one brand at a time, while incorporating experts, ideas and entertainment. The company that created television retail, HSN, reaches 900 million homes, seven days a week, 365 days a year—and is an excellent tool for brands in any industry to reach customers. And the beauty products industry, with its appeal to the eyes, is a natural fit for the medium.

Recently, HSN signed on to launch a new line of double-duty beauty products with Purple Lab, a privately owned beauty and lifestyle brand created by author, TV personality and former journalist, Karen Robinovitz. The collection consists of six new products that will debut on HSN during four primetime shows airing February 18-20, and will feature Robinovitz herself.

Purple Lab was launched last May with Robinovitz’s first double-duty beauty product, Huge Lips Skinny Hips, a lip plumping gloss enriched with hoodia. Derived from the cactus-like plant indigenous to South Africa and Namibia, hoodia mimics the effect glucose has on the brain, sending the message that you are full, thus making you less hungry, hence the double duty. Huge Lips Skinny Hips will be featured on the show in addition to six new products: Lashionista Modelista, a protein-packed mascara/felt tip liquid liner duo with lash conditioner; Silk Sheets, a luxe foundation; Luvah, a compact with lip stain and gloss; Luxury Squared, a highlighter and concealer; and Cheek Implants, a cream blush complete with collagen.

Karen Robinovitz, founder of Purple Lab

And when it comes to the packaging, of course, look for lots of purple—the origin of the company name. “It’s sexy, mysterious, sophisticated, but still playful,” Robinovitz says of her favorite color.

Purple Lab’s packaging and the products themselves are directly tied to the company’s message and philosophy. “From the inside out, every ounce of packaging represents the core DNA of Purple Lab—chic, fun, cheeky, and the highest quality. I am a modernist by nature, and I like clean lines, lucite metals and pops of color. These components are double-walled, square and super luxe while the boxes stand out on a shelf, offering beautiful fonts, cheeky copy, ombre purple shades, and the perfect amount of metallic hot pink. They look as good on your bureau as they do on your face,” Robinovitz says, adding that the products are ideal for the HSN consumer that focuses on all the benefits a product offers.

The pairing of Purple Lab and HSN also represents the realization of a goal. “Being on HSN was the dream from day one—it’s the best way to communicate what your brand is about without the dilution of a retail floor. It will also be a new forum for Purple Lab fans,” she explains.

Mindy Grossman, CEO of HSN Inc., is excited to see the impact the author and TV personality will have on HSN customers. She says, “We have had terrific success bringing unique, differentiated and proprietary beauty products to HSN—and we are thrilled to partner with Karen Robinovitz as she is the quintessential storyteller who will bring her brand to life for our customers.”

Adds Michael Henry, HSN senior vice president, merchandising for beauty, “The Purple Lab launch is part of HSN’s strategic plan for continued variety and growth. The collection serves a ‘double-duty’ purpose: from Lashionista to Modelista, these products are fun, yet practical—cheeky yet sophisticated, and that will appeal to our customers.”

Getting customers and fans of both Purple Lab and HSN involved is another theme of the partnership. Coinciding with the launch, together, the two companies have kicked-off an online model contest in search of the HSN face of Purple Lab. The contest launched on December 7 and will run through February 1 on www.purplelabnyc.com/hsnstar. Contestants are asked to submit a photo or video that showcases why they have what it takes to be the face of Purple Lab for HSN. The grand prize winner, selected via consumer votes, will receive a trip to HSN and will be announced on the air on February 18 at 8pm (EDT). The competition is designed as an opportunity to reach a new, younger consumer, one who is tapped into the world of social media. Purple Lab has thousands of fans and followers on its Facebook and Twitter pages, as does HSN.

Purple Lab will debut on HSN on February 18 at 9am, with additional shows on February 18 at 8pm, February 19 at noon and 7pm and February 20 at 2 am (all times EDT). The entire collection will be available online at www.hsn.com.