WEST CHESTER, Pa. — QVC proved this week that when it comes to beauty, the television shopping network is brimming with ideas to connect with viewers.

On Monday, the TV retailer hosted its first Pink Ribbon Beauty hour and this Saturday it will dedicate an hour to Benefit Cosmetics, marking the first time the LVMH Moët Hennessy Louis Vuitton brand has appeared on QVC.

During the Pink Ribbon Beauty hour, hosted by Jane Treacy, eight beauty vendors paid homage to Breast Cancer Awareness Month with products designed in honor of the cause. A portion of the proceeds will go to organizations dedicated to stamping out the disease. The show was broadcast in front of a live audience that included breast cancer survivors and their families. In true QVC style, audience members could request a phone — which was then brought to their seat — to purchase any of the items shown.

At the end of the hour, Treacy invited breast cancer survivors, each of whom carried a bouquet of roses, onto the stage to close the show. Each woman is an example of “early detection, early cure,” noted Treacy. QVC would not comment on sales, but industry sources estimate the hour generated more than $306,000. For its part, QVC has donated nearly $20 million to the cause over the last 11 years through its annual FFANY Shoes on Sale event.

Monday’s fund-raising assortment included Prescriptives Super Line Preventor, a limited-edition Lorac Platinum Pinks Lip Gloss Palette, Stila Breast Cancer Awareness Lip Pot, Tarte Ladies Night Clutch with Mini Cheekstain and Lip Sheer, L’Occitane Special Edition Pink Ribbon Hand Cream, Models Prefer Beyond Beauty Eye Opening Eye Palette, Philosophy Shower for the Cure shower gel and Mally Beauty Pilar Lipstick in a pink, fake snakeskin pouch.

Mally Roncal, the tour-de-force makeup artist behind Mally Beauty, said she named the lipstick for her mother who died of breast cancer after a 15-year battle with the disease. Roncal exclusively launched her namesake beauty collection on QVC last spring, and said the excitement of the partnership has not worn off. “I love coming here, it’s like Disneyland,” she said.

Allen Burke, QVC’s director of beauty merchandising, credited the celebrity makeup artist with creating a signature makeup look. “Every product has to have a point of difference,” noted Burke.

This story first appeared in the October 7, 2005 issue of WWD. Subscribe Today.

He added the addition of Benefit Cosmetics fits right into that philosophy. “Benefit has got so much personality,” said Burke. “It’s really a fun brand that has carved its own niche in the beauty industry.” Benefit has recruited its veteran director of beauty Arianne Damboise as its on-air personality. During tomorrow’s show, Damboise will feature Benefits signature “fake-it” items, such as Ooh La Lift, a pink balm designed to de-puff and firm the under-eye area.

Said Burke: “We love to show people how to solve a problem.”

load comments
blog comments powered by Disqus