Fictional Soap Opera Company Moves Into Real-Life Marketing

Jun 20, 2011  •  Post A Comment

A fictional company featured in a CBS soap opera is moving into the real world, where it will offer a product line for sale, reports Advertising Age’s Brian Steinberg.

Jabot Cosmetics, as seen in "Young & the Restless," is known for selling high-end cosmetics. Now the company will introduce a line of skincare, cosmetics and fragrances in the real world, with the products included in the soap opera, the story says.

"To generate viewer excitement and motivate sales, we’re tying the whole thing to what’s going on dramatically on the show," said Steven Kent, an executive at Sony Pictures Television, the show’s producer.

Star Tracey E. Bregman, who plays Lauren Fenmore on the program, will serve as the real products’ pitchwoman. The cosmetics will be sold on HSN and at Ulta retail outlets.

Your Comment

Email (will not be published)