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PURPLE LAB TO PARTNER EXCLUSIVELY WITH HSN
TO LAUNCH DOUBLE DUTY BEAUTY BRAND

Journalist turned beauty brand guru, Karen Robinovitz, to appear live on HSN during four one-hour prime-time specials February 18-20th

HSN, interactive lifestyle network and retail destination, announces it will launch an exclusive new line of double duty beauty products with Purple Lab. The collection will consist of six new products which will debut on HSN with four prime-time shows between February 18th-20th and feature Purple Lab founder Karen Robinovitz.
Robinovitz is an acclaimed fashion and beauty journalist and author, who launched Purple Lab in May 2009 with her first beauty product, Huge Lips Skinny Hips, a lip plumping gloss enriched with hoodia. The exclusive collection of products for HSN marks the first expansion of Purple Lab.

Purple Lab exclusive HSN Products include:

• Huge Lips Skinny Hips ($22.00), a lip plumping gloss enriched with hoodia
• Lashionista Modelista ($26.50), a protein-packed mascara/felt tip liquid liner duo with lash conditioner
• Silk Sheets ($28.50), a luxe foundation
• Luvah ($22.50), a compact with lip stain and gloss
• Luxury Squared ($24.50), highlighter and concealer
• Cheek Implants($24.00), cream blush complete with collagen

“The DNA of Purple Lab is chic, innovative and fun – products with a sense of humor and double duty ingredients – perfect for the HSN customer who is focused on products and their benefits. 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,” says Robinovitz.

Of the launch, CEO of HSN, Inc. Mindy Grossman said, “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 story teller who will bring her brand to life for our customers.”

Coinciding with the launch of the partnership, Purple Lab and HSN will kick-off an online model contest in search of the HSN face of Purple Lab. The contest will launch on December 7th and run through February 1st on www.purplelabnyc.com/hsnstar.

A first for the brand, this competition has been designed as a unique vehicle to reach a new younger consumer heavily tapped into the social media stratosphere. Contestants will be 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 air on February 18th at 8pm (EDT).

“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 that will appeal to our customers,” said HSN Senior Vice President, Merchandising for Beauty Michael Henry. “We are also excited to engage customers on a grassroots level through multiple innovative and social media platforms.”

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