Why more beauty shoppers will be tuning into QVC
WEST CHESTER, Pa. -- QVC has launched a channel specifically dedicated to beauty products called Beauty iQ network.
QVC calls Beauty IQ "the world's first multiplatform beauty shopping experience, to engage beauty lovers everywhere." The company says Beauty iQ will be viewable in over 40 million homes in the U.S. via distributors including DirecTV, U-verse, Dish and Roku. According to QVC, beauty lovers will be able to enjoy beauty programming 24/7, including live programming five nights a week, Wednesday through Sunday, 8 p.m. to midnight ET, and repeated immediately after for the West Coast audience.
Beauty iQ also aims to be a shoppable community for beauty lovers, experts and brands to be inspired and share their ideas and tips. Content will be accessible everywhere: via the Beauty iQ network, BeautyiQ.com, QVC.com, on the QVC mobile app and via social channels including Facebook and Instagram.
"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," said Mike George, QVC president and CEO. "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. 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. So we're engaging with them on all the platforms they love and providing a new experience that caters to their passion for beauty."
For QVC, the beauty category represented 17% of global sales in 2015. According to Euromonitor, the beauty industry in the U.S. generated revenues of $80 billion in 2015. Of that, $32 billion came from prestige beauty brands. QVC says Beauty iQ was inspired by QVC's strategy to address one of the fastest growing categories in the U.S. retail industry.
Beauty iQ is expected to feature more than 50 beauty brands including Givenchy, IT Cosmetics, Edward Bess, Tarte, tatcha, Becca, Peter Thomas Roth, Josie Maran, and Nest and the experts behind them.
"At IT Cosmetics, we believe that every woman is beautiful, and deserves to look and feel her most beautiful," said IT Cosmetics co-founder and CEO Jamie Kern Lima. "Our relationship with QVC has allowed us to reach women across the country with this message. 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."