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Almost Omnichannel: QVC to launch new dedicated retail beauty network

By Deanna Utroske

25-Oct-2016
Last updated on 25-Oct-2016 at 20:55 GMT2016-10-25T20:55:59Z

a selection of prestige beauty products that Beauty iQ is expected to offer (image courtesy of QVC)
a selection of prestige beauty products that Beauty iQ is expected to offer (image courtesy of QVC)

The television shopping channel has evolved as media and consumer buying habits have. And at the end of October, QVC will debut a new multichannel beauty-only retail network for today’s personal care, fragrance, and cosmetics shopper.  

“QVC has always been a trailblazer, creating the world's most engaged shopping community that offers customers the combination of media, social and retail as one,” asserts Mike George, QVC president and CEO, in a media release about the new beauty network.

Beauty iQ is set to begin on October 31 and will reach shoppers everywhere—except in brick-and-mortar shops. By the end of November, Beauty iQ could reach as many 40 million TV viewers. The content and retail experience will also available online at both QVC.com and the new Beauty iQ site as well as on social media and through the QVC mobile app.

Beauty business case

Last year 17% of QVC’s global sales came from beauty. And the company believes that prestige beauty presents the best growth opportunity, noting that nearly 40% of 2015 beauty industry revenue in the US came from the prestige category (that, according to Euromonitor data).

“We have a 30-year history of discovering beauty brands and trends, and bringing new products to life by leveraging the best storytellers in the business, our experienced hosts and the innovators behind the brands,” says George. “We know that an amazing shopping and entertainment experience knows no boundaries. We've listened to our customers and fans, and we know beauty is intrinsic to their lives.”

The new network will showcase over 50 prestige brands in color cosmetics, skin care, fragrance and more. Some of the brands to be featured on Beauty iQ include Peter Thomas Roth, Givenchy, Tarte, Nest, and the company L’Oréal just bought: IT Cosmetics .

“At IT Cosmetics, we believe that every woman is beautiful, and deserves to look and feel her most beautiful,” says IT Cosmetics co-founder and CEO Jamie Kern Lima, in the media release. “Our relationship with QVC has allowed us to reach women across the country with this message.”

Kern Lima goes on to explain that “this is why we are so honored and excited to be part of QVC's new Beauty iQ! This amazing platform will allow us to further spread the IT love, and transform the way women view their own beauty.”

Everywhere at once

For QVC Beauty iQ is also a move to innovate in the global, digital retail space. The network will show sales programming 24 hours a day, 7 days a week. There will be tutorials and tips. Live programming will air Wednesday through Sunday from 8pm to 12 midnight ET and then be repeated for the West Coast.

“We're engaging with [our customers and fans] on all the platforms they love and providing a new experience that caters to their passion for beauty,” explains George.

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