'Eat Pray Love' creates a product branding bonanza
Friday 06 August 2010
Eat Pray Love, inspired by the best-selling memoir and starring Julia Roberts as author Elizabeth Gilbert, arrives in North American theaters August 13, but merchandise from sandals to sarongs and scents are already being sold with the
Eat Pray Love label.
The story follows a New York City writer as she travels over a year-long soul-searching journey through Italy (Eat), India (Pray) and Indonesia (Love).
In a cross-promotional dream, regularly imported goods are benefiting from a thematic promotional campaign, marketing products from jewelry to candles as ' EPL-inspired.'
Among the products:
Home Shopping Network: This online market features a 72-hour Eat Pray Love shopping event, August 6-8, highlighting "exotic" jewelry with handmade rings of turquoise and Buddha images, Indian-print bed linens and rugs, blank journals, and even an EPL lip gloss trio in bronze, coral and cherry by Lancome. http://www.hsn.com
Cost Plus World Market: The specialty/import retail chain covers items from apparel to home accessories, with teapots and the Republic of Tea's special Eat Pray Love tea. The collections are displayed according to themes - Italian Eat Pray Love-labeled wine, Indian tunics and incense, and Balinese beads and shawls.
Eat Pray Love Fragrances: Three scents have been created by Fresh to convey each country's experience from the story. Eat has vanilla undertones, Pray is woodsy, and as expected, Love is a floral-based perfume.
Sue Wong's Eat, Pray, Love Fall 2010 Collection features a clothing line with several styles of embroidered silken tunics and elephant pants, available in department stores.
Also, an eclectic musical compilation, Eat Pray Love's soundtrack album on Sony, includes songs from Gato Barbieri, Joao Gilberto, Neil Young, and rocker Eddie Vedder.
The film, directed by Glee creator Ryan Murphy, also stars Javier Bardem ( Vicky Cristina Barcelona), James Franco ( Milk) and Billy Crudup ( Public Enemies).
Film website: http://www.letyourselfgo.com/
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