QVC Launches Prestige Beauty Channel
Banking on the success of its beauty programming, global TV shopping network QVC has launched Beauty iQ – a 24/7 dedicated beauty channel for US fans.
Beauty iQ, which went live on October 31 2016, is being billed as the world’s first multiplatform beauty shopping experience, offering round-the-clock content, tutorials, advice and experiences through distributors such as DirecTV, U-verse, Dish and Roku.
The platform will act as a shoppable community, where consumers, experts and brands can share content and ideas and make sales through accessible media – TV, online, a dedicated app and social media channels. More than 40 million homes across the US will be able to watch within a month of launching, with live programming scheduled for five nights a week (Wednesday to Sunday, 8pm to midnight).
The initial focus for Beauty iQ will be on prestige beauty brands such as Tarte, Becca and Peter Thomas Roth, mirroring QVC’s strategy to capitalise on one of the fastest-growing categories in the US retail industry.
The US beauty and cosmetics market is expected to exceed $62bn in 2016 (MarketResearch.com). This new beauty destination offers a lucrative opportunity for QVC, which could bolster its position as an innovative retail brand across digital and emerging platforms while developing stronger ties to the beauty industry.
See Shoppable Content: Entertainment & Contextual Commerce for more on similar strategies.