Emily in Paris takes product placement to a whole new level with the latest series of her popular Netflix show, featuring over 30 brands in just 10 episodes

It had humble beginnings as a Netflix series about a young American woman who moves to Paris with dreams of pursuing a high-profile career.

But now popular show Emily In Paris has become big business itself, and judging by the latest series, it’s taking TV product placement to new levels.

The highly anticipated fourth season of the series was released in two parts on the streaming platform earlier this month. Analysis by The Mail on Sunday found 37 brands were tracked across ten episodes, from Starbucks coffee to Chanel, Dior, Hermes and Bulgari.

Netflix is ​​reportedly using paid product placement to add branding to scenes or story as a way to generate revenue without compromising its ad-free entertainment business model.

This season, the platform has also partnered with the Google Lens app, which allows fans to instantly search and purchase products featured in the show by pointing their smartphones at the screen.

Viewers in the United States receive a warning that the show contains product placement, as required by law. But viewers in the UK don’t see the same notification because Ofcom’s rules on the app only apply to broadcast channels rather than streaming services.

Brands in the latest series include the blizzard of automaker Renault, which charges a one-minute fee whenever a fictional ad for a new model is filmed.

While the eight-minute first episode of the French Open tennis tournament Roland Garros is devoted to this, luxury fashion brand Ami Paris is included in the story.

Netflix’s own proxy drama Bridgerton appears in the third episode, and there are regular references to social media apps TikTok and Instagram.

Le Monde newspaper appears throughout the series, as does Eurovision; Crazy Horse, the expensive Parisian cabaret restaurant known for its naked female dancers, has a section dedicated to this.

It’s hard to ignore the money-making power of the series; The fictional perfume Heartbreak, introduced in collaboration with French luxury house Baccarat, is now available in real life for £390 per bottle.

Luxury skin care company Augustinus Bader appears in the fourth episode. Charles Rosier, the company’s CEO, said: ‘It was an organic story integration. We love the show and were excited when the producers reached out to us.’

Emily In Paris follows US marketing executive Emily Cooper, played by 35-year-old Lily Collins, as she navigates life, love and career in the French capital.

There has been an increase in sales of on-screen clothing and accessories in previous seasons.

According to Netflix, the first season, released in 2020, was watched by 58 million households, while the second season became the most watched Netflix series of 2022. The first half of the fourth season topped the global TV chart with 19.9 million views last week. first four days.

Paramount Pictures and Netflix, which produces the show, have been approached for comment.