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QVC Makes Big Beauty Push

New TV-, mobile- and social- driven Beauty iQ network to offer beauty 24/7.

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By: Christine Esposito

Editor-in-Chief

On May 31, 1980, nobody thought a 24/7 news network would fly; that all changed when Ted Turner's CNN debuted the next day. Now, QVC appears to be taking a big step in the same direction—but with luxury beauty.

QVC, Inc.
, plans to launch the Beauty iQ network, billed as the world's first “multiplatform beauty shopping experience, to engage beauty lovers everywhere.”  Specifically, QVC contends that within a month of going live on Oct.31, Beauty iQ will be viewable in over 40 million homes in the US via distributors including DirecTV, U-verse, Dish and Roku, and beauty lovers will be able to enjoy beauty programming 24/7, including live programming five nights a week, Wednesday through Sunday, 8:00 p.m. to midnight ET, and repeated immediately after for the West Coast audience.
 
The new beauty destination further bolsters QVC's position as an innovative global, retail leader across digital and emerging platforms, at a dynamic time in the industry, said the retailer.
 
Beauty iQ will deliver the content they crave in one place that's 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.
 
Beauty iQ is expected to feature more than 50 prestige beauty brands including Givenchy, IT Cosmetics, Edward Bess, Tarte, tatcha, Becca, Peter Thomas Roth, Josie Maran, and Nest and the experts behind them. This new shopping experience will highlight how-to tutorials, tips and experiences with products ranging from color cosmetics to fragrances and skin care.

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