BuzzFeed is inventing products for brands that want to reach Millennials. To help Scotts Miracle-Gro Co. sell young consumers on gardening, they created a subscription kit called Lunarly that sends “houseplants and wellness items” in time with the lunar calendar. The team has also come up with a beach product bundle for Maybelline, and a fidget spinner/lip gloss for Taste Beauty. BuzzFeed not only gets paid to create the products, but their partners agree to advertise on their site, and the publication sometimes takes a cut of the product’s profits. The move is a part of an ongoing trend in the media world to increase revenue using retail opportunities. (Bloomberg)
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