​Lifetime’s current primetime lineup is full of soapy dramas, reality TV and original movies. The Beauchamp family looks to change all that in Lifetime’s new series, “Witches of East End,” debuting October 6.

The new series follows a family trying to live a peaceful life in a seaside town, when things go astray after the family matriarch has to reveal to her daughters that they are, in fact, witches with great powers. With a tagline that predicts “The witching hour is coming…” “Witches of East End” is promoting itself as the sexy, mysterious thriller to shake up the schedule a bit.

First, taking a design note from the book from which it got its name, “Witches” debuted its key art this summer that had people looking twice.

Using a similar technique on the eye, “Witches of East End” managed to debut its tagline and draw outsiders in. If you were interested in a new Lifetime series or not, you couldn’t not take a closer look at that glowing eye. The poster itself only promised witches and something mysterious, but a short part in Lifetime’s summer promo tied it into the dark, sexy summer that the network had in store:

Lifetime used its first teaser for the show, released in late August, to push a dark, magic-filled thriller, using mostly flames and typography to instill some curiosity:

The official “Witches of East End” first look trailer, released the last week of August, used quick cuts to emphasize the chaos that ensues in the show (primarily with power, passion and desire).

And most recently, Lifetime has posted “The Truth is Revealed” promo, focusing on the sisters’ story, and shock, about finding out they had magical powers all along.

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