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Businesses prosper when opportunity meets preparation, and Shay Mitchell’s bag brand understood the assignment. The Pretty Little Liars star’s brand saw a good marketing moment and took it. The brand cashed in on BÉIS’ connection to ‘Scandoval’ to market its brand.
BÉIS’ Connection To ‘Scandoval’
Actress Shay Mitchell’s bag brand, BÉIS, recently made waves on social media for its connection to the “Scandoval” drama. “Scandoval” is a lexicon from Bravo’s reality TV series Vanderpump Rules.
The word was coined following a cheating scandal involving co-stars Ariana Madix, Tom Sandoval, and Rachel “Raquel” Leviss. Madix and Sandoval were a long-term couple on the show, but their relationship ended in February following cheating allegations.
Sandoval and Raquel had a seven-month affair while he was in a relationship with Madrix. After the news of the affair broke, fans began to trend “Scandoval” in tribute to the cheating scandal.
How is this connected to BÉIS, you may ask? Well, Raquel was photographed with one of BÉIS’s weekender bags. The tea was that the photographs were taken as she left her co-star Sandoval’s abode amid news of their illicit affair. Not letting the rave moment slide, the brand’s marketing team seized the opportunity to market its brand.
In an Instagram post, the brand also shared an image of Raquel loading the BÉIS bag into the car alongside a witty caption. “We provide the bag, not the baggage.”
In a chat with E! News, Shay applauded her team’s creativity in showcasing the brand into the limelight despite the scandal.
“I have an amazing team at BÉIS,” she said, highlighting that people “come up with the baggage and we provide the bags.”
The actress further noted that although she wasn’t following the show, she had staff members who were fans of the show.
Shay Mitchell’s Bag Brand
The Pretty Little Liars star is more than just a screen goddess; she’s also a serial entrepreneur. In 2018, Shay launched the BÉIS bag brand to make chic, affordable, and functional bags.
However, years after the launch, the brand expanded to include stylish luggage and bags for daily use.
BÉIS’s marketing move with the “Scandoval” was an impressive one. And fans of Vanderpump Rules are heavily invested in how the drama turns out.