QVC is launching the Beauty iQ network, said by the retailer to be the world’s first multi-platform beauty shopping experience.
Set to go live on October 31, Beauty iQ will be viewable in more than 40 million homes in the U.S. via distributors including DirecTV, U-verse, Dish and Roku. The network will broadcast around the clock with live programming to run five nights, Wednesday through Sunday, 8 p.m. to midnight ET, and repeated immediately after for the West Coast.
The product assortment will include an array of cosmetic and skin care products along with personal care products including hair dryers, curling irons and skin cleansing items. Products will be available through the Beauty iQ network, BeautyiQ.com, QVC.com, on the QVC mobile app and via social channels including Facebook and Instagram.
“QVC has always been a trailblazer, creating the world’s most engaged shopping community that offers customers the combination of media, social and retail as one,” said Mike George, QVC president and CEO. “We’ve listened to our customers and fans, and we know beauty is intrinsic to their lives. So we’re engaging with them on all the platforms they love and providing a new experience that caters to their passion for beauty.”
For QVC, the beauty category represented 17% of global sales in 2015. According to Euromonitor, the beauty industry in the U.S. generated revenues of $80 billion in 2015. Of that, $32 billion came from prestige beauty brands, the research firm noted.