This is the most exciting thing to come along since E!
Los Angeles, CA (Vocus) July 27, 2010
E! Entertainment Television Founder, Alan Mruvka, announced today the launch of his new celebrity, beauty, and fashion network, called THE LOOK, almost 23 years to the day that E! was launched.
“This is the most exciting thing to come along since E!”, said Alan Mruvka, CEO of THE LOOK, “This network caters to the interests of women in the celebrity setting, specifically as it relates to beauty, fashion, fitness and lifestyle. THE LOOK is going to be the next big thing.”
Created for the highly valuable female demographic, THE LOOK covers everything celebrity from fashion, beauty, love, lifestyle and fitness to the red carpet and the latest gossip. Through its numerous entertainment, fashion and beauty experts, THE LOOK editorial team gives the audience an inside perspective into the world of celebrities.
THE LOOK features seven original television series including “On the Scene,” “Fashion Diva,” “DIY: Do It Yourself,” and “Beauty School.” Viewers can find these series online at thelooktv.com and in the future on cable, satellite, syndication, mobile platforms and in international markets.
THE LOOK also features hundreds of celebrity photos updated daily. Each celebrity photo is enhanced with an ecommerce rollover capability that allows the consumer to purchase items comparable to those featured in the photo. This allows the user to look at a photo of a celebrity and then buy the clothes, bags, shoes, etc. seen in that particular photo. They can also choose “Shop by Celebrity” and purchase similar items worn by their favorite stars. In addition, THE LOOK is partnering with numerous celebrities to create their unique online store offering their unique celebrity product lines and their selected favorite items.
“Our goal is to be the place to go to see what your favorite star is wearing and then buy it right then and there on THE LOOK,” said Alan Mruvka, “We are also in the process of signing numerous celebrities to sell their product lines on THE LOOK.”
“By combining the experience of editorial, video and shopping, THE LOOK stands alone and raises the bar for entertainment and ecommerce sites. THE LOOK experience is similar to a shopping mall experience,” explains Mruvka, “Real estate developers put movie theaters in malls as anchors to draw in customers with the theory that once the customer is there to see a movie, they will stop and shop on the way out before they leave. THE LOOK has a similar philosophy. Visit thelooktv.com to watch our celebrity, fashion and beauty shows, see celebrity photos and read about your favorite celebrities, and then before you leave, stop and shop on the way out, a philosophy that’s already tried and successful.”
Alan Mruvka has over 25 years of experience in the entertainment business. His monumental successes in the entertainment industry include revolutionizing a genre of entertainment and celebrity based news by founding pop culture icon, E! Entertainment Television. Now in its 20th year, E! has an audience reach of 88 million cable and satellite viewers in the U.S. and 600 million homes internationally. While at E!, Mr. Mruvka executive produced over 20,000 hours of television programming while guiding the channel to the fastest growth of a start-up cable network in television history and also founded Movies USA magazine, a national movie magazine that was distributed free in movie theaters.
Siri Garber 323-462-3021