Claudia Lucas has left her role as QVC’s director of merchandising for beauty to assume the newly created title of executive vice president of business development at Behrman Communications, a New York public relations company.

QVC’s former senior buyer of color cosmetics, Ellen Lennon, assumes the position left vacant by Lucas.

Lucas joined QVC in 2010 with a rich retail pedigree, including Selfridges, Limited Brands and Henri Bendel. While admitting public relations may not be her “core competency,” she sees great synergy.

“What we’re looking to do is flesh out the consulting capabilities and meet a variety of different service needs,” said Lucas of her role, which begins in February. “My focus is on developing new business, particularly brand management, brand marketing and distribution — anything I can do to help a brand come to market and be successful.” Beauty will be at the forefront, she added, but she sees potential in other lifestyle areas such as branching out into health and well being. 

Lucas was exposed to Behrman Communications working with the company on numerous QVC launches. Founded by Nancy Behrman in 1985, the firm worked with beauty brands such as Kiehl’s, Burt’s Bees and Clarisonic. “I’ve worked closely with [Claudia]  over the past 20 years. The landscape of public relations has changed. We’ve always been about brand-building and this gives us the ability to take it to the next level with our expertise and Claudia’s retail experience,” said Behrman.

Lucas said she’s happy to “hand the baton” to Lennon, much like she assumed the role from Allen Burke five years ago. “I’ve been intuitive my whole career and I leave QVC on great terms. I love to operate in the entrepreneurial space and I see great opportunity. Nothing makes me happier than seeing someone succeed,” Lucas said.

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