QVC’s Beauty With Benefits program is getting bigger.
Now in its seventh year, the multiplatform retailer’s 2019 campaign for its annual joint charitable initiative with CEW will expand to HSN and has tapped Giuliana Rancic as its first celebrity on-air guest. In addition, 66 brands — double the amount from 2018 — will participate in this year’s program, which will air live on April 25 on both QVC and HSN, at 7 and 9 p.m. respectively.
During the Beauty With Benefits program, 80 percent of donated merchandise sold goes to CEW’s Cancer and Careers program, which assists people with cancer to thrive in the workplace. As part of the 2019 initiative, a trio of influencers, some who have a personal connection to cancer, will promote the Beauty With Benefits program preceding the event — Kendall Kremer of @StyledSnapshots, Lauren McBride and Coco Bassey.
Brands involved in the 2019 program include Rancic’s Hain Celestial-backed, clean skin-care line Fountain of Truth, which debuted on hsn.com this week and will launch on-air on HSN on April 25; Peter Thomas Roth; Becca, Givenchy; MAC; BeautyBlender; BeautyBio and more. A gift-with-purchase bag is also available for $208. Products sold as part of Beauty With Benefits will be available with the charitable promotion on QVC.com and HSN.com.
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This is the first year Rancic will participate in the event. The on-air host is known for speaking publicly about her battle with breast cancer, which was also an impetus to start her skin-care line.
“When presented with the opportunity to participate in Beauty With Benefits with our new clean skin-care line, Fountain of Truth, I jumped at the chance,” said Rancic. “I feel strongly about the mission of this campaign as I know that remaining in the work force while going through my breast cancer journey was integral to my recovery.”
“The passion we have for this campaign grows exponentially every year,” said Rob Robillard, vice president of integrated beauty merchandising for QVC U.S., HSN and Zulily, who added that bringing HSN onboard, too, will make the program more “impactful.”
Beauty With Benefits has raised $7.3 million to date for Cancer and Careers.