By  on February 13, 2009

When Plato wrote that necessity is the mother of invention, the problem he had in mind probably wasn’t how to reignite sluggish sales of beauty products. But as the recession continues to exert an ever greater impact on the global economy, with signs of a recovery still far off, our thoughts when putting together this issue turned not to what now, but rather to what’s next. To that end, our reporters went off in search of opportunity and came back with some eye-opening results.

Take electronic retailing. Not too long ago, a prestige brand worth its hexapeptides wouldn’t even dream of selling on TV. Today, it’s not a question of whether TV selling is right for a brand—it’s whether a brand is right for QVC or HSN, the two networks that dominate the arena. Although QVC is by far the bigger of the two, reports beauty financial editor Molly Prior, HSN is quickly catching up under the direction of chief executive officer Mindy Grossman. The result is a battle royal over beauty sales. Discover how the TV shopping wars are shaping up and what it means for brand marketers in “Remote Control.”

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