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Cosmetic Executive Women has found a new way to raise money for its Cancer and Careers program — on television.
This story first appeared in the March 22, 2013 issue of WWD. Subscribe Today.
The organization has partnered with QVC for “Beauty with Benefits,” a two-hour live broadcast on April 25 at 9 p.m. whose net proceeds will benefit Cancer and Careers, which supports working men and women undergoing cancer treatment. During the show, which insiders believe could generate more than $400,000, QVC beauty experts like Mally Roncal, Laura Geller and Janet Pardo will present about 30,000 pieces of donated prestige beauty products across categories and price points, as well as a limited-edition gift-with-purchase made up of both full-size products and deluxe samples from participating brands.
“We really felt we wanted to create a beauty-centric opportunity to give back,” said Claudia Lucas, director of beauty merchandising at QVC. “[‘Beauty with Benefits’] is about supporting [people] through the power of relationships, which really aligns with our corporate strategy.” According to Lucas, there are about 18 brands signed up thus far, including Bare Escentuals, Dior, Clarisonic, Laura Geller, Clinique and Clarins.
“Every minute is very valuable to us,” said CEW president Carlotta Jacobson, who estimated that the broadcast, which will feature personal stories of Cancer and Career members, could be seen by as many as 100 million viewers. “We will have that time not just for selling but to tell the story.” According to Lucas, the show’s complete product lineup will become available on QVC’s digital platforms until sellout during the live broadcast. “It’s going to be a fast-paced show,” said Lucas. “We have to get through a lot of product.”