The knuckleheads in the U.S. press just can’t seem to get it through their thick noggins that home shopping networks are not longer just cubic zirconia emporiums. The latest example is the venerable, but totally out of touch, New York Times.
The broadsheet posted a blog Wednesday with the headline “Would a Home-Shopping TV Appearance Damage a High-End Brand?” It raises the question of whether Emmy-winning makeup artist Eve Pearl should appear on ShopNBC with her cosmetics line.
The blog says that Pearl worried “whether the mass sales platform offered a good fit for her high-end cosmetics.” We think that the very topic is more reflective of The Times’ attitude, and looking down its nose, at home shopping.
The blog then quotes three experts about whether they would advise Pearl to go on ShopNBC.
One of them, Bethany Karlyn, actually knew the score.
“Maintaining a high-end brand image in a home-shopping venue is not the challenge it once was,” she told The Times. “In fact, she’ll find herself in good company. The schlock impression has changed with high-end brands such as Elizabeth Arden, Benefit, Lancôme, Vincent Longo, Lorac and Shiseido, on HSN. On QVC, Perricone has a two-ounce product selling for $495.”
Not for nothing, but stellar brands such as Apple, Sony, Bobbi Brown, Dennis Basso, Robert Lee Morris, Judith Ripka — to name just a tiny few — don’t seem to be any worse for the wear by appearing on HSN and QVC.