Sugar Inc. Launches PopSugar’s CelebStyle, Grants Readers Unrivaled Access to Celebrity Style

Site to Combine Editorial Content with Ability to Shop the Stars’ Street, Red Carpet and On Screen Styles San Francisco, CA, October 7, 2008 – Fresh off the primetime Emmy awards, as the Fall entertainment schedule heats up, Sugar Inc. announces the launch of PopSugar’s CelebStyle, the first comprehensive place to connect entertainment fans with all of the information they need to dress, primp and decorate like their favorite stars, both on and off the screen. Complete with the editorial content of the Sugar Network’s lifestyle and entertainment websites, ShopStyle’s revolutionary shopping platform and the entertainment industry access provided by StarBrand Media, CelebStyle will provide readers with in-depth knowledge of today’s hottest celebrity fashions sported on the streets and the red carpet as well as on screen, allowing them to simply, read, click and shop all of the styles on one site. “The number one question we receive from our readers each day is what a star was wearing on the red carpet last night or what bag her character was carrying on a show,” said Lisa Sugar, Founder and Editor in Chief of Sugar Inc. “CelebStyle blends the best of the Sugar Network’s entertainment content with our sister companies’ shopping capabilities and studio access to provide our readers with unprecedented access to the styles they see. We are so excited to be able to offer our readers with this behind-the-scenes information on an ongoing basis.” Representing a marriage between Sugar Inc.’s editorial, commerce and community properties, CelebStyle will break out the fashion, beauty and home décor items featured in popular motion pictures, television shows, and music videos. Editors from the Sugar’s flagship site, PopSugar, along with those from the network’s additional 16 lifestyle and entertainment sites, will broaden its popular, sharp commentary on the stars’ daily activities to their style choices, both on and off the screen. Features on the site will include:

• I Want This Wardrobe: Comprehensive TV and movie wardrobe breakdowns for all the hottest shows and movies, including: Gossip Girl, 90210, The Hills, Lipstick Jungle, Privileged and more!
• Tech, Beauty and Fashion Quizzes: See how closely you were paying attention to last night’s Gossip Girl fashion, beauty and gadgets
• Who Wore it Better?: Polls debating which celebrity wore an outfit better
• Look for Less: How to recreate our favorite celebrity ensembles on a more reasonable budget.
• Found!: Uncovering readers’ burning celebrity fashion questions
• Get the Look: A guide to recreating the home décor seen on our favorite movie and TV sets
• Beauty How To’s: Step-by-step directions for achieving our favorite stars’ on-screen and red carpet looks

Through StarBrand Media’s official partnerships with the most stylish television and movie properties, such as “Gossip Girl,” “Privileged,” and “The Women,” CelebStyle will put characters’ wardrobe, beauty and set décor information directly in readers’ fingertips. The company’s unequaled access to on-set costume designers, make-up artists and set decorators means that the CelebStyle readers will have the ability to shop the latest styles as soon as they hit the screens. “Fashion and lifestyle junkies can halt their never-ending search for a specific item featured on their favorite show,” said Travis Schneider, Vice President of Entertainment at Sugar Inc. “With StarBrand’s unique access to the people behind the productions of our readers’ favorite movies and shows, CelebStyle will supply them with all of the information they need to complete their Hollywood looks while ShopStyle will grant them direct access to the products.” About Sugar Inc. Sugar Inc. is an online media network focused on creating the richest, most relevant online community for trendsetting, passionate and smart women. The company owns and operates ShopStyle, Coutorture Media, StarBrand Media, OnSugar and the Sugar Network, which includes the insanely addictive flagship website, PopSugar as well as BellaSugar, BuzzSugar, YumSugar, FitSugar, GeekSugar, GiggleSugar, LilSugar, CasaSugar, SavvySugar, CitizenSugar, DearSugar, TeamSugar, PopSugar's CelebStyle and FabSugar, the 2007 People's Choice Webby winner for Fashion. Founded in April 2006, the San Francisco-based Sugar Inc. overall receives approximately 8 million unique visitors a month. World-class investors including Sequoia Capital and NBC Universal fund Sugar Inc. ###