Devoted fans of The Young & The Restless will have already heard of Jabot, the show's fictional make up brand that features in many of the long-running daytime soap's plotlines.
But now they can wear the make up brand in the ultimate example of product placement, Jabot cosmetics will hit shelves in the US and go up against the likes of Cover Girl and Revlon.
While many TV shows have licensing agreement for products (such as books or even fragrances), this tie-in will be different because the real products will consistently feature in the soap's ever-twisting plotlines.
The 'face' of the range is Tracey E. Bregman, who plays Lauren Fenmore.
"To generate viewer excitement and motivate sales, we're tying the whole thing to what's going on dramatically on the show," said Steven Kent, senior exec VP-programming at Sony Pictures Television.