WWD.com/beauty-industry-news/retailing/total-beauty-collection-partners-with-hsn-6175829/
government-trade
government-trade

Total Beauty Partners With HSN

The cobranded program will include deluxe-size samples of select beauty brands featured on HSN.

This past May, Total Beauty Media Group entered the beauty-sampling fray. Its latest initiative is a partnership with HSN to create Total Beauty Collection for HSN. The cobranded program will include deluxe-size samples of select beauty brands featured on HSN. The sampler will include brands like Boscia, Lorac, Amika and Carol’s Daughter and will retail for $19.95. On Sept. 27, the shopping network will host 24 hours of beauty so consumers can view the collection and hear about the individual products from Total Beauty experts.

“Total Beauty is an unbiased beauty authority, so consumers can buy with confidence,” said Ethelbert Williams, head of marketing at Total Beauty. “This gives consumers the opportunity to buy into something before they have to commit.”

To that end, Williams said brands and retailers alike have the opportunity to become relevant and intercept the consumer while she’s trying to figure out what is right for her.

“It’s about giving consumers unprecedented access to brands on HSN,” said Williams. “We have dozens of brands that are signed up to participate and want to accommodate demands.”

Williams said there are plans to generate content and reviews with HSN. “The sampling is just the cornerstone,” said Williams. “It’s an opportunity to build a beauty authority together.”

The debut of Total Beauty Collection for HSN will contain eight products and will be sold beginning Sept. 27.