In an effort to hold its own in the ongoing TV beauty wars, QVC wrangled a herd of beauty royalty to tout its brands at Manhattan’s Milk Studios Friday morning, where founders and chief executive officers manned booths trade-show-style. The powerfest included celebrity makeup artist Mally Roncal, Bare Escentuals executive chairman Leslie Blodgett, skin care expert Peter Thomas Roth, Dr. Nicholas Perricone, Dr. Dennis Gross, celebrity makeup artist Laura Geller, model and beauty maven Josie Maran and celebrity hairstylist Chaz Dean, among others, all of whom told their respective brands’ stories, how QVC plays a pivotal role in their business strategies and, of course, all about their new products.
Claudia Lucas, director, beauty merchandising for QVC, said the effort was necessary since many people only get a glimpse of a brand’s offerings, and many don’t know the range of brands it offers.
“Because we don’t have a store, you often don’t see all of our content. This [event] gives you our range of diversity and breadth of assortment,” said Lucas. She added that on-air TV selling is just part of QVC’s business, which also has bustling online sales as well as mobile and iPad applications.
QVC, apparently, serves many different needs, depending on the brand.
Hair care brand Living Proof, for example, launched on QVC in late 2008, and due to the on-air success of its frizz-fighting formulas, found itself in Sephora just months later. Rob Robillard, ceo of Living Proof, said QVC allows his brand to be in front of 80 million customers and, more important, to hone its marketing message.
“We can figure out the one sentence that makes the calls go through the roof and use that at retail,” Robillard said.
Bliss ceo Mike Indursky said QVC allows the brand to relay “the latest technological advancements from aestheticians around the world,” as well as offer consumers the opportunity to experience Bliss if there’s no Bliss at a spa nearby. It also allows him, he said, to launch a “re-education on the credibility of spa.”
Josie Maran, who just won QVC’s rising star award, said QVC allows her to tell the story behind her brand and its ingredients, which all focus around argan oil. She said she is considering making an infomercial later this year for broadcast in 2012.
Others, such as CellCeuticals, an antiaging skin care line than started as an infomercial and then was brought on to QVC, thinks its on-air sales success will likely open doors to retail this year. “We are collecting information from QVC customers” on everything from what they think about the product, what they want from skin care and who the demographic is that’s most interested in the brand,” said the CellCeuticals’ founder, Dr. Garth Fisher.
Competition among brands is present. Makeup artist Laura Geller said hers is now the second largest color brand, in terms of sales, on QVC, behind Bare Escentuals. She was at the media event hawking some of her latest products, including a new air-whipped blush, which, unlike other mousse blushes, is shimmer-free.
And of course QVC is known for launching new brands. Its latest is Philosophy Divine Illumination, a new color line created as an extension of Philosophy’s skin care range, which includes everything from foundation to powder to blush to liners to lip gloss and lipstick. Philosophy Divine is exclusive to QVC and is slated to debut March 28. In addition to this, QVC showcased a growing category at the event — beauty technology — highlighting several new technologies for at-home use, including University Medical’s Ion-Infusion Eye Renewal System, PaloVia At Home Skin Renewing Laser System and Tria Skin Clarifying System.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)