Purple Lab on HSN: A First-Person Account of the Studio Experience
Me on the HSN set. Courtesy Photo
I've been chronicling the launch of Purple Lab here on StyleList, in my Beauty bLab column. What began as a tongue-in-cheek remedy to solve my food craving at a party blossomed into an entire line of beauty products, which are currently sold on the Purple Lab website and in a few stores.
HSN will be our biggest distribution yet.
I carefully chose products to sell on the show -- the items need to have an interesting story to connect with the audience and also look great on camera.
Since I consider all of Purple Lab's inventions to be my babies, this decision was very difficult. Ultimately, I chose Huge Lips Skinny Hips ($22), Lashionista Modelista mascara ($26.50), Cheek Implants cream blush ($24), Silk Sheets foundation ($28.50), Luvah lip-color compact, ($22.50), and Luxury Squared, a highlighter and concealer.
I shipped everything off weeks before the show, and the next thing I knew, I was stepping on a plane. Eek!
One day before my first broadcast, I arrived in Tampa, Florida (which I've nicknamed Glampa), where HSN is based. From the moment I landed, it was absolute mayhem!
Here's the promo I did for did for HSN. I'm the one who's not a model!
First, I met the hosts and trained the operators who'd be taking caller orders. Next, we had a full-on rehearsal on my purple-lit set (so cute, I could die!), practicing with an earpiece, which I nicknamed "Jack Bauer." The producer constantly talked to me through it, prompting me to look at different cameras and say certain things. We went over all the details of each product with the live models, so they would know how best to show the item to the camera.
Cheek Implants, one of the products soldl on HSN. Courtesy Photo
What really astounded me is how many people it takes to put together what seems like a simple HSN segment. More than 100 individuals were involved, including the hosts, cameramen, crew, models, operators, directors, and assistants. Every segment is actually a major production.
Another surprise: how much you have to think about what you're going to say. Since you're on the air for a relatively short time, every word must be calculated, calibrated, and packed with interesting details.
And when it comes to the products, you have to talk "features" and "benefits." For example, when I discussed my cream blush, Cheek Implants, I had to hit all of these talking points:
Features: Cream blush, Infused with collagen and hyaluronic acid.
Benefits: Cream blush lasts all day. It doesn't sit in those fine lines and wrinkles, so you never look old or cakey. With a formula that includes hyaluronic acid, your skin is being hydrated all day so it keeps the cheeks looking plump and tight -- pronounced, like a supermodel's. The collagen? Think of it as if you've had cheek implants. Now go stalk the runway (even if it's just aisle 6 in the grocery store).
But the pressure doesn't end there. While I'm racking my brain for the perfect things to say, I must also remember to talk about the before-and-after pictures we've taken for the broadcast, interact with the models, look at the right cameras, and pause so the host can detail payments and special pricing.
Me on set -- and actually remembering to interact with the models. Courtesy Photo
Oh, and my favorite: I have to remember to look into the camera as if it's not just a person, but a friend. Which, considering the little fact that HSN broadcasts to 90 million homes, makes it feel like my worst enemy. Especially since, on set, there is a screen that shows the real-time updates of sales. But I can't let myself look -- a distraction like that would be the death of me!
So, how'd I do?
I'm not sure. I'm still shaking, to tell you the truth.
The first few minutes on set, I couldn't even remember the product names.
Purple Lab products on the HSN set. Courtesy Photo
Luckily, I had a cute Stella McCartney '70s-style jumpsuit with wide legs and a vintage gold Gucci belt to keep me company. Although I think, in retrospect, it looked better in person than it did on TV.
When I came off set Todd, my husband and business partner, said I was amazing. Still, the only thing I could think about is what I did wrong and where I could have improved. It didn't help that someone from legal popped in to remind me that I said something I shouldn't have. Oops!
I beat myself up for it until my next session the following evening. We had four different airtimes, and, luckily, the more I was in front of the camera, the more comfortable I felt.
But there's still a lot to learn. One thing I picked up (after the fact, sadly): If I'm showing a color or product on my own skin, I should hold my hand on the table and keep it still. I didn't do this once so when the camera zoomed in, my hand was already gone!
Needless to say, I'll be practicing incessantly in front of the mirror until Purple Lab's next HSN appearance in April.
But most importantly, people seemed to like the products! The phone lines started lighting up and didn't stop -- we sold 19,261 units total.
For me, the biggest reward will be if they like their glosses, blushes and mascaras, and call in to tell me about it in April. Fingers crossed!
In the meantime, you can check out my products on HSN, and Purple Lab.
Mwah!
Karen
Purple Lab Creatrix
Filed under: Beauty, Makeup
Tags: beauty, HSN, Karen Robinovitz, KarenRobinovitz, Lashionista Modelista, LashionistaModelista, liquid liner, LiquidLiner, Purple Lab, PurpleLab, Silk Sheets, SilkSheets, tubing mascara, TubingMascara
Tags: beauty, HSN, Karen Robinovitz, KarenRobinovitz, Lashionista Modelista, LashionistaModelista, liquid liner, LiquidLiner, Purple Lab, PurpleLab, Silk Sheets, SilkSheets, tubing mascara, TubingMascara
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Susanne, 2-28-2010, 1:56PM
I cannot believe that most cosmetics in 2010 do testing on animals. Please, end the suffering of this innocent animals who really suffer. We need to speak up for them because they cannot. Do not be so vain and think of superficial beauty unless you think of choosing makeup that are not tested on animals. We have the power, if we do not buy they will not continue.
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