QVC Adds Beauty Network
QVC announced Tuesday that it's launching Beauty iQ, the first live multiplatform dedicated to exclusively selling beauty products. The network will also feature beauty experts sharing advice ranging from makeup tips to skin care. QVC, which dubs itself the world's leading video and e-commerce retailer, plans to launch the network on Monday. Within a month of going live, Beauty iQ will be able to be viewed in over 40 million homes in the U.S. via distributors including DirecTV, U-verse, Dish, and Roku.
Total Retail's Take: Beauty is one of the fastest-growing retail verticals, and QVC sees an opportunity to cash in. This move also represents another attempt by QVC to attract younger consumers to the company. It figures to do so by leveraging digital channels and video to connect with today's younger beauty shoppers, including millennials. Will QVC be able to compete with the leaders in the beauty space, including Sephora, Ulta and Macy's?