By  on March 7, 2011

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.

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