Univision, HSN Unveil Boutique Univision
Monday, November 18, 2013
Hispanic broadcaster Univision is getting into the retail business
through a partnership with HSN called “Boutique Univision, una tienda de
HSN” (Boutique Univision, an HSN store), a
home-shopping platform targeting Hispanic consumers with curated
collections of products in categories including beauty, home, fashion,
culinary, electronics and holiday.
Boutique Univision will
first launch in beta with products from brands including Coca-Cola,
Lancome, HP, Samsung, Apple, and Wolfgang Puck, among others -- all
selected to appeal to the Univision audience.
and HSN will promote Boutique Univision with a marketing campaign
spanning their TV, radio, digital, and social media channels, including
local TV and radio stations, all anchored by Univision's
morning show, "Despierta America," where celebrities and Univision
personalities will showcase the products on a weekly basis. The
marketing effort will also include talent endorsements, product
integrations, and trial offers for featured products.
Boutique Univision will also feature the “Oferta Del Dia,” its version of HSN's “Today's Special,” offering an
item at a reduced price for a short time every day.
This is just
the latest in a series of new media partnerships for HSN as it seeks to
reach new audiences. In March of this year HGTV and HSN
unveiled a cross-brand initiative, with HGTV personalities appearing on
the shopping network to pitch products from plants to lighting to garden
Last year HSN teamed with House
Beautiful magazine to create a House Beautiful-branded
marketplace for home furnishings, including online and mobile e-commerce
platforms, and TV promotions, which aired during
HSN’s “Spring Home Design Event.”
Source: MediaPost, 11/14/13