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.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@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 (📷: Dominique Maître)
@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)