Univision, HSN Unveil ‘Boutique Univision’20 Nov, 2013 By: Doug McPherson
NEW YORK – Hispanic broadcaster Univision is partnering with HSN to enter the retail business through “Boutique Univision, an HSN store,” a home shopping platform targeting Hispanic consumers with curated collections of products in beauty, home, fashion, culinary, electronics and holiday.
Boutique Univision will launch in beta with products from big brands including Coca-Cola, Lancome, HP, Samsung, Apple and Wolfgang Puck.
Univision and HSN will promote Boutique Univision via TV, radio, digital and social media channels, all anchored by Univision's morning show, "Despierta America," where celebrities and Univision personalities will showcase the products weekly. 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 one of many new media partnerships for HSN to reach new audiences. In March, it teamed with HGTV to unveil a cross-brand initiative, with HGTV personalities appearing on the shopping network to pitch products including plants, lighting and garden tools.
Last year HSN joined 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.”