The infomercial isn’t dead — it’s just moved online. Now that it’s come out with its own fashion lines, Amazon is finding a new way to market its products. And it’s quite the throwback. Effectively becoming the QVC of the millennial generation, Amazon is launching its very first live show tonight, and with hosts whose pasts include being Miss America, a contestant on Big Brother, and an MTV presenter, there’s no way that you won’t be … amused. The 30-minute Style Code Live is the latest of Amazon’s digital video offerings, and claims to be a fashion and beauty program complete with makeup demos, interviews, and the latest style trends.
Airing Monday through Friday at 9 p.m. ET Style Code Live features hosts Lyndsey Rodrigues, Rachel Smith, and Frankie Grande, who on tonight’s episode will discuss “three fashion must-haves for spring” and “red lips — the beauty look of the moment.” Hooked yet?
And much like QVC or HSN or any other shopping network (because let’s face it, that’s exactly what Style Code Live is), there will be no advertisements to interrupt your half hour of fast-paced commentary and salesmanship, but never fear — if you see something on the show you want to buy, you’ll be able to access all mentioned products by way of a gallery positioned below the video player.
Ultimately, the segment is meant to be an interactive experience. “We can talk about what’s trending now, what’s happening in social media,” Munira Rahemtulla, the show’s director, tells Variety. “That way we’re able to create a community of people talking about fashion and beauty.”
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