QVC Goes Omnichannel For Beauty

QVC Launches Beauty Platform
QVC, Inc.

Digital retailer QVC is going after the fast-growing beauty market with the launch of its Beauty iQ network, a cross-platform beauty shopping experience that will launch on Oct. 31 and is expected to be viewed in over 40 million U.S. homes.

The beauty category represented 17 percent of QVC’s global sales in 2015, but the hope is that its new beauty program will help to increase that number.

“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,” Mike George, QVC president and CEO, said in a statement.

“We’ve listened to our customers and fans, and we know beauty is intrinsic to their lives,” he added. “We’re engaging with them on all the platforms they love and providing a new experience that caters to their passion for beauty.”

The Beauty iQ network will include 24/7 programming and will also enable viewers to shop for featured products on BeautyiQ.com, QVC.com, the QVC mobile app and via social media sites, like Facebook and Instagram.

More than 50 prestige beauty brands will be featured on the new program, including Givenchy, IT Cosmetics, Edward Bess, Tarte, tatcha, Becca, Peter Thomas Roth, Josie Maran and Nest, as well as the beauty experts that created them.

qvc-beauty-brands

QVC, Inc.

Viewers can expect to find how-to tutorials, tips and reviews all included in the digital shopping experience for a range of products.

Earlier this year, QVC proved that it can successfully offer more than just television shopping and that its viewers appreciate its quiet digital transformation.

The company reported eCommerce sales of $727 million during the last quarter — a big pick-up from the $655 million it reported the quarter before. That places eCommerce as nearly exactly half of QVC’s overall U.S. sales during the quarter (50.9 percent to be exact), up from 49.6 percent in Q1. This is not the first time that more than half of QVC’s sales have come via digital channels — that milestone was actually crossed during Q4 2015 — but sales dipped back below 50 percent during Q1.