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Eat, Pray, Merch: You Can Buy Happiness, After All

July 8th, 2010 | 5 comments | Posted by Jen

Most movies just have soundtracks.

Eat, Pray, Love has a soundtrack, a home furnishings line, a clothing line, a jewelry line, a tour package that follows author Elizabeth Gilbert’s itinerary across Italy, India, and Indonesia, a fragrance, a tea, and, for its piece de marketing resistance, an unprecedented three-day selling orgy on the Home Shopping Network, beginning Aug. 6, a week before the movie opens, of “more than 400 items across a variety of categories, including beauty, electronics, home decor, travel, cooking, jewelry, accessories, and ready-to-wear,” including, as Variety reported this week, a line of lip glosses from Lancome, for whom Julia Roberts, star of the movie, is a spokesperson.

Many of the book and movie’s licensees seem to also have a personal stake in Gilbert’s story, er, “journey,” and are more than happy to share when promoting their product:

“When I read Eat Pray Love, I immediately identified with the story, as many aspects of Elizabeth Gilbert’s journey were synchronous with my own personal odyssey. Because of the immediate connection I felt to the story, as well as its emphasis on the culture, philosophy, and, in particular, alluring mystique of the East, I was able to create a collection that was striking, exotic, and timeless, and organic to the journey in the book and forthcoming film.”–Sue Wong, designer of the Eat Pray Love clothing collection

Continue reading Eat, Pray, Merch: You Can Buy Happiness, After All

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