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E!'s Latest Snapchat Show Is a Take on the Makeup Tutorial

By Published on .

TV networks are striving to create Snapchat content that will appeal to the platform's young audience.
TV networks are striving to create Snapchat content that will appeal to the platform's young audience. Credit: E!

E! is beginning its third Snapchat Show on Saturday, a makeover series sponsored by Abercrombie & Fitch.

"Face Forward" is E!'s take on the standard makeover tutorial. In each of the eight episodes, its beauty and hair experts will give one girl a complete style overhaul culminating in a celebrity-inspired photo shoot.

E! has been at the forefront of creating content for Snapchat. The pop culture news show, "The Rundown," is averaging 13 million viewers per week, according to a company spokeswoman, and recently expanded to airing three days per week.

The network also ran a Snapchat Show featuring Kylie Jenner this summer, coinciding with the on-air run of its TV show "Life of Kylie."

Nearly every TV network is attempting to create content for Snapchat's young audiences, who are increasingly difficult to reach in more traditional ways. And advertisers are also attempting to figure out how to integrate their messaging onto the platform.

Abercrombie & Fitch is the exclusive sponsor for the first season run of "Face Forward," with products from the retailer slated to appear in four of the episodes. The other four will include a custom opening with "sponsored by" messaging.

NBCU and Snap announced earlier this week that they are partnering on a new digital content studio that is focused on creating made-for-mobile video.

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