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Evine Live Expanding its Beauty Offerings

The 24-hour beauty show will help gauge what products consumers want.

Digital commerce firm Evine Live will host its first “Before & After Beauty Day,” a live 24-hour event starting at 10 p.m. on Thursday. What’s new for Evine will be the introduction of brands showcasing the latest trends in beauty, as well as the expansion of product lines from existing beauty lines.

New lines include DpHue, a professional-grade at-home hair color collection created by Donna Pohlad; Beekman 1802, a bath and body collection using goat’s milk and other natural ingredients from the stars of the Cooking Channel’s “The Fabulous Beekman Boys,” and Teadora, a bath and body line made from natural and organic rainforest ingredients. Also, London-based nail color firm Ciaté will introduce a “special spring palette,” while the U.K.’s Emma Hardie will showcase her Moringa Cleansing Balm. Existing brand Isomers Skincare will feature an eye cream called Day & Night Immortaleyez Duo.

According to Teresa Harris, Evine’s director of beauty, “upward of 15 percent” of sales at the digital commerce company are in the beauty categories, compared with sales in apparel and accessories and home.

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While the company has been focused on growing the beauty category for its customers, it’s made a bigger push under new chief executive officer Mark Bozek as the firm re-brands itself to Evine Live. Its former name was ShopHQ. The company is planning to add more airtime, increase the brand offerings and have more special event programming around the beauty categories to meet consumer demand.

Harris said the top three beauty categories are skin care and anti-aging, followed by bath and body and then over-the-counter cosmeceutical tools.

As for what’s on trend, Harris said, “Organics continue to gain share in the industry, and my buying team is actively keeping their fingers on the pulse of this category. I am always looking for the next hot trend across all beauty categories and I am especially interested in new and emerging brands and technologies.”

She also said that proprietary TV brands that do well start as small brands that have “great product, a great story and a great story teller.”

While the “Before & After Beauty” show will introduce customers to new brands, the concept is being developed as “our incubator show to help us gauge where the demand is for our customers,” Harris said.