Looking to expand its distribution, Vbeauté is set to make its debut on HSN on Sept. 11 at 8 p.m.
“We are confident [Vbeauté] will soon become a customer favorite,” said Anne Martin-Vachon, chief merchandising officer of HSN.
Julie Macklowe, founder and ceo of Vbeauté, will be featured in a 12-minute segment during the “Beauty Report” with Amy Morrison. Industry sources estimate the exposure could generate $48,000.
“As we look to further rollout our retail distribution, this partnership [helps] raise awareness [of the company],” said Macklowe.
Vbeauté was launched in 2011 at Bergdorf Goodman with six travel-friendly stockkeeping units. Macklowe thought of marketing the smaller sizes after an airport security guard confiscated her entire toiletries bag during a trip to France in 2008. The masstige brand, which now consists of 13 sku’s, is currently sold in Look Boutiques at Duane Reade, Walgreens and in apothecaries, such as Clyde’s on Madison and Zitomers, in New York City, among others.
Macklowe added, “The eventual goal for our brand is to do a much broader rollout into the drugstore channel and to bring more of the same quality, packaging and ingredients while having better volume and pricing.”
The show will feature Vbeauté’s Eye Never Eye Crème.
“The eye cream is normally $43,” said Macklowe, noting that, on HSN, it will be $38 with the free shipping. “It’s a great way for us to actually test the pricing sensitivity and see where our sweet spot is.”