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Real Housewives of New York City alum Kelly Killoren Bensimon and iVillage are teaming up for its first competition web series, The Hollywood Reporter has learned exclusively.
Utilizing the “how to” concept, the style-based DIY Beautify features two women who compete as they apply new makeup techniques they are taught during the show.
Bensimon, who appeared on the Bravo reality series from seasons two through four, will serve as a judge alongside Pat Sandora, host of iVillage entertainment series Likes or Yikes. They will choose winners based on their progress and execution. Celebrity makeup artist Andrew Sotomayor will serve as a mentor and teach techniques to the participating women. Contestants will range in age from 21-35.
“We created DIY Beautify based on the increasing popularity of iVillage’s how-to videos, and the fact that our research tells us our audience is hungry for inspiration they can use right now,” said Jodi Kahn, president of iVillage in a statement. “Beauty is a multi-billion dollar industry for the simple reason that women want to look and feel their best. As a trusted source to millions of women, iVillage can authentically deliver tips in a relatable and entertaining way, while offering brands an organic platform to reach a key audience.”
A preview will be screened at Fashion Forward Conference in New York. A sneak peek will debut on iVillage on Wednesday before it officially launches Oct. 1.
DIY Beautify joins a growing list of web series on iVillage, a community catering to women’s interests. Original series include My Best Idea, The Conversation Thread, iVoices on iVillage and iVillage 5.
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