At a time when much of the beauty conversation is happening online, QVC may not seem like the smartest outlet for new brands looking for a place to launch or expand their reach. But, to this day, the 32-year-old television shopping network remains a key platform for those young brands to gain exposure, as well as for international beauty brands hoping to test the waters in the U.S.
“They’ve built a very loyal following over the years, and beauty products are very demonstrative, which is perfect for TV,” said Anisa Telwar Kaicker, the founder and CEO of Anisa International, a beauty product development company. “Like most of us, their audience likes seeing experts demonstrating how products can change their appearance. It’s the original YouTube.”
This week, industry veteran Bobbi Brown announced that she’d be launching her new wellness brand, Evolution_18, on the network alongside a branded website. It’s an interesting choice for a mogul, who likely had her fair share of options, but 90 percent of QVC’s revenue comes from women. In the fourth quarter of financial 2017, QVC’s revenue grew 1 percent, to $8.8 billion. A majority of its demographic is the affluent Gen Xers and baby boomers who grew up buying Brown’s namesake cosmetics line, the Estée Lauder-owned brand she left in 2016.
For its part, QVC has evolved beyond the TV screen. The company — owned by Liberty Interactive Corp., Qurate Retail Group, which bought rival HSN for $2.6 billion in July — has made strategic moves to adapt to today’s consumer preference for online content. Its beauty shows (under its umbrella channel, BeautyiQ) are both simulcast and available on-demand via its website, its mobile app, Facebook, AppleTV and Roku. All of its hosts — many of whom are key to the brand’s popularity — have dedicated Facebook pages.
It also helps that the dated phone orders QVC once relied on are no longer its main bread and butter. As of the third quarter of 2017, e-commerce accounted for 54 percent of its U.S. sales, growing at a rate of 8.3 percent year-over-year, to $740 million. Altogether, its global e-commerce sales grew by 10.3 percent during the same period, to $973 million.
This is especially true for founder-led brands, added Kaicker.
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