QVC Adds Beauty Network

By Joe Keenan

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?

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Joe Keenan Author's page Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.