QVC is launching Beauty iQ in November with live programming five nights a week with a focus on luxury products. The offering will air in the USA capitalising on the growth QVC has generated in this niche – contributing an impressive 17 per cent of QVC USA’s total sales in 2015. Beauty iQ will be available to watch live within QVC’s app in addition to much of the content being simulcast on Facebook Live. QVC’s multi-platform approach has seen it rise to become the 3rd largest mobile retailer in the USA.
“In addition to our TV programming, QVC employs a digital- and mobile-first strategy, as customers are increasingly choosing to engage via these platforms, said Mary Campbell, EVP of commerce platforms at QVC. Adding “in many ways QVC was social before the advent of social networks. Long known for our direct customer engagement and testimonials vis television, QVC’s social channels have fostered global communities of savvy shoppers who interact, share ideas and inspire.”
QVC has over 2.4 million fans on Facebook and in 2015 received an average of 47,000 product reviews a month.
“Over 30 years, QVC has transformed from a single, linear, TV-only medium to a multi-platform leader,” said Campbell “Beauty iQ is a multiplatform beauty entertainment experience.”
It could not be confirmed when or whether Beauty iQ would launch in the UK or Europe.
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