By  on July 12, 2010

In an unusual case of cross-channel retail collaboration, one of Sephora’s exclusive color cosmetics brands — the recently launched Tarina Tarantino Beauty — will enter the world of TV shopping with a debut on QVC tonight.

An accessories designer best known for her fanciful jewelry and accessories, Tarantino will appear on QVC’s PM Style broadcast at 7 p.m. EST. She is scheduled to return to the air waves early Friday morning with a one-hour show at 1 a.m., according to the company. Tarantino and her brand also will be featured during the Friday Night Beauty Broadcast at 10 p.m.

Allen Burke, QVC’s director of beauty merchandising, praised what Sephora has accomplished in the U.S. in establishing the concept of a chain of freestanding beauty specialty stores. He also, in turn, asserted that QVC has played a parallel role in creating an upscale TV selling platform. He noted that the two can work together.

“Our customers love the idea of meeting the creator of a brand,” he said, referring to QVC’s communication capability. However, shoppers also like to “smell, touch and try product and we are not in that business,” Burke noted. Conversely, if Sephora could do it, he added, “they would love to have Tarina in their stores every day. That’s impossible and that’s a role we can play.”

He added that Sephora’s success also has spawned a sprawling field of competitors, ranging from freestanding specialty stores to prestige components within drugstores. This leaves QVC faced with the possibility of incubating fledgling brands only to have them roll into broad distribution five years later, “making it more challenging,” Burke noted. “It makes sense to pay attention to brands with a little distribution.”

Michael McGeever, Sephora’s senior vice president of strategic partnerships, stated, “This is a very exciting opportunity for us. Being on QVC allows us to capitalize on our success to date and expand the visibility of Sephora and the outstanding brands we carry.”

The Tarantino brand was launched in Sephora in March as another step in the development of Sephora Presents, a strategy of co-creating exclusive lines for its stores.

The launch marked a homecoming for Tarantino, who started her career as a makeup artist before becoming an accessories designer. The look of the line lives up to her sparkly, fantasy-filled image with a waterproof eyeliner retailing for $17 and a five-piece brush set for $69.

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