QVC launches multi-platform beauty shopping experience

The fast-growing beauty category represented 17% of QVC’s global sales in 2015, but the retailer wants more.



To grab a bigger share of the category, the digital retailer will launch the Beauty iQ network, a multi-platform beauty shopping experience designed to engage beauty lovers. The program, which is set to launch on Oct. 31, will be viewable in over 40 million homes in the U.S. via distributors, including DirecTV, U-verse, Dish and Roku.



The new beauty destination will feature 24/7 programming, including live shows five nights a week, Wednesday through Sunday, 8 p.m. to midnight ET. In addition to the televised Beauty iQ network, viewers can shop for featured merchandise on BeautyiQ.com, QVC.com, on the QVC mobile app, and via social channels including Facebook and Instagram.



“We know that an amazing shopping and entertainment experience knows no boundaries,” said Mike George, QVC president and CEO.



“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 destination will feature more than 50 luxury beauty brands including Givenchy, IT Cosmetics, Edward Bess, Tarte, tatcha, Becca, Peter Thomas Roth, Josie Maran and Nest, and the experts behind them. The digital shopping experience will also highlight how-to tutorials, tips and experiences with products ranging from color cosmetics to fragrances and skin care.