All The Rage

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E! Entertainment launches consumer products

March 28, 2011 | 12:01 pm


The E! Entertainment channel has made two-hour programs dedicated to the red carpet at award shows. The programs have a group of "Fashion Police" on the trail of possible fashion offenders, and a bevy of uber-bronzed, rail-thin hosts whose gleaming white teeth are typically as bright at the Neil Lane and Fred Leighton bling they so feverishly query celebrities about before the stars stroll into the Kodak Theatre or Beverly Hills Hilton.

It was just a matter of time before E! bottled up the glam factor it's perpetuated -- and sold it. The channel -- home of the Kardashian reality shows, a prime case study in branding and expanding -- has launched a consumer collection called, "E! Live From the Red Carpet," which includes makeup, dresses, self-tanners and, of course, food delivery for weight control. The licensed products come from brands such as Stila Cosmetics, Adrianna Pappel, Freshology and Xen Tan, all created to bring a slice of what it might feel like to be a celebrity to customers who crave a Hollywood-worthy tan or smoky eye.

The E! Live from the Red Carpet collection starts rolling out in April; the products are to be available in Ulta and Nordstrom stores with prices ranging from $20 to $300. The Freshology food delivery service is to be available online.

There's only six months left until the next awards show, so you can start your red-carpet regimen now and be ready in time for the Emmys.

-- Melissa Magsaysay

Photo: The Stila Cosmetics Stunning Starlet makeup palette from the E! Live from the Red Carpet collection. Credit: E!