The EWG-certified brand first launched a decade ago when Ridge and Kilmer-Purcell left New York to purchase the Beekman 1802 farm in Sharon Springs, N.Y., where they started producing soap and cheese and selling via their e-commerce site. Now, the brand has expanded into a large assortment of skin-care, hair-care and home products that has attracted a loyal customer base and Rob Robillard, vice president of integrated beauty merchandising for Qurate Retail Group, HSN’s parent company.
“One thing we were trying to do is give the customer choice within the overall assortment,” he said, noting he was attracted to Beekman 1802 because of its prestige quality. “We have brands at great entry price points and saw Beekman 1802 as a step up in offering more premium products because of its goat milk story and quality.”
You May Also Like
Robillard also noted that while the natural beauty trend isn’t new, the HSN customer has shown an increasing appetite for new natural products, which was another factor in bringing on the Beekman 1802 line.
Beekman 1802 is bringing its full product line to HSN, including facial and body skin-care, hair-care and home products spanning from a goat milk facial mist to a multipurpose cleaning spray. Prices range from $28 to $137 across roughly 50 stockkeeping units.
“We’re a storytelling brand and we try to get people involved in what we’re doing in our community in every aspect of the brand,” Ridge said. “Partnering with HSN helps us communicate that more than through any other medium.”
On July 31, Ridge and Kilmer-Purcell will make their first appearance on HSN to introduce their brand. The founders place an importance on doing videos and television appearances because they want to educate their consumers on what their EWG certification means and the importance of their natural ingredients. While the appearances have an educational component, the brand founders also like to entertain their customers as well by bringing on baby goats as they talk about the products.
“We call our brand a mother-daughter brand,” Kilmer-Purcell continued. “We find all generations using our products because it’s natural and it appeals to all people.”
When asked about HSN’s beauty strategy, Robillard referred to Qurate Retail Group’s president and chief executive officer Mike George’s mission. “We try to give customers a third way to shop, which is engaging the consumer and community with storytelling, education and information,” he said. “We try to engage customers in meaningful ways, tell brand stories and have demonstrations that will compel her to shop.”
In terms of the future of HSN’s beauty portfolio, Robillard wants to always keep offering the customer more choices. “The beauty consumer is ferocious and has an insatiable appetite for newness and variety,” he said. “Our biggest opportunity in the coming months is to give more variety and choice with a real focus on premium and luxury categories. We’re looking at a higher end assortment than we have today.”