Beauty by PopSugar is making its QVC debut.
The beauty brand from the Millennial media destination is set to launch on Friday night seven products in an hour-long spot on Beauty iQ, Qurate Retail Group’s beauty-specific platform. Kirbie Johnson, a senior reporter and producer at PopSugar with 34 million Instagram followers of her own, will be the host, introducing products such as the Be Noticed Eye Shimmer Putty Powder and Peace.Love.Lips.Kit, a BeautyiQ exclusive. The products will also be sold on qvc.com.
The program will be streamed across Beauty iQ and PopSugar’s social media platforms.
“It really came down to the product — nothing matters unless our customer responds to the product,” said Rob Robillard, vice president of integrated beauty merchandising at Qurate Retail Group. “When we started to play and go through the products and packaging, I was blown away by the quality of the products, the idea of buildable coverage — you can start with something subtle and wear it over the day and build it up at night.”
For QVC, nabbing beauty by PopSugar is also a way to attract younger consumers to its viewing platforms. For PopSugar’s beauty brand, which launched in March, the rollout to Beauty iQ is meant to build brand awareness.
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“It’s coming with this built-in audience, which is great,” said Robillard.
While PopSugar plans to blast the news of the launch out to its social channels, it is also hoping to get noticed by Beauty iQ’s existing network of beauty shoppers. Beauty iQ is Qurate’s fastest-growing platform, said Robillard — the digitally focused venture, which launched two years ago, has grown its sales triple-digits in 2018.
“For us it’s another way to reach a new audience,” said Lisa Sugar, founder and president of PopSugar. “I love the fact that QVC gives us the opportunity to describe the products and how good the ingredients are.”
Products launching on Beauty iQ include Just Enough Tinted Moisturizer, $35; Be Noticed Eye Shimmer Putty Powder,$23.00; Be Relentless Stay Put Eyeliner Trio, $29.00; Thick + Thin Mascara, $25.00; Triple Play 3-in-1 Brow, $23.00; Be Bright Shimmer Highlighter, $32.00 Peace. Love. Lips. Kit $38.00.
Beauty by PopSugar, which launched in March of this year, was developed through a licensing agreement with Bona Fide Beauty Lab, a beauty incubator founded by industry veterans Pamela Baxter and Cathy O’Brien.
The products are a result of a survey that PopSugar sent out to thousands of its readers — they consist of multipurpose, trend-driven items desired by Millennial and Gen Z shoppers. They are formulated with a “No Bad Ingredients” mantra.
Beauty by PopSugar is also sold in about 250 Ulta Beauty doors and on its own web site, beautybypopsugar.com. QVC is its first retail venture after Ulta, which was originally its exclusive retail partner.
Said Baxter, “Beauty iQ is very beneficial for indie brands that have a story to tell. An hour-long show is really unprecedented from a brand point of view to really tell the brand story from beginning to end.”