QVC is spinning off its online beauty channel into a full-fledged cable network.
The digital service only available now on QVC.com, Beauty iQ, will be launched on providers including DirecTV and Dish in November.
Here is Tuesday’s press release from QVC:
QVC Announces the Launch of Beauty iQ, the World’s First Live Multi-Platform Network Dedicated to Beauty
Global leader in video and e-commerce is delivering live daily programming that combines social, retail and media as one; features beauty experts, influencers and brands
West Chester, Pa. (October 25, 2016) – Beauty – all the time, anytime, anywhere. Today, QVC, Inc., the world’s leading video and ecommerce retailer, announced plans to launch the Beauty iQ network, the world’s first multiplatform beauty shopping experience, to engage beauty lovers everywhere.
Within a month of going live on October 31, Beauty iQ will be viewable in over 40 million homes in the U.S. via distributors including DirecTV, U-verse, Dish and Roku.
Through Beauty iQ, beauty lovers will be able to enjoy beauty programming 24/7, including live programming five nights a week, Wednesday through Sunday, 8:00 p.m. to midnight ET, and repeated immediately after for the West Coast audience.
The new beauty destination further bolsters QVC’s position as an innovative global, retail leader across digital and emerging platforms, at a dynamic time in the industry.
Beauty iQ will be a shoppable community for beauty lovers, experts and brands to discover their own true beauty, be inspired, and share their ideas and tips whenever they want, wherever they are. It will deliver the content they crave in one place that’s accessible everywhere – via the Beauty iQ network, BeautyiQ.com, QVC.com, on the QVC mobile app and via social channels including Facebook and Instagram.
“QVC has always been a trailblazer, creating the world’s most engaged shopping community that offers customers the combination of media, social and retail as one,” said Mike George, QVC President and CEO.
“We have a 30-year history of discovering beauty brands and trends, and bringing new products to life by leveraging the best storytellers in the business, our experienced hosts and the innovators behind the brands. We know that an amazing shopping and entertainment experience knows no boundaries. We’ve listened to our customers and fans, and we know beauty is intrinsic to their lives. So we’re engaging with them on all the platforms they love and providing a new experience that caters to their passion for beauty.”
Beauty iQ is expected to feature more than 50 prestige beauty brands including Givenchy, IT® Cosmetics, Edward Bess, Tarte, tatcha, Becca, Peter Thomas Roth, Josie Maran, and Nest and the experts behind them. This new shopping experience will highlight how-to tutorials, tips and experiences with products ranging from color cosmetics to fragrances and skin care.
“At IT Cosmetics, we believe that every woman is beautiful, and deserves to look and feel her most beautiful,” said IT Cosmetics co-founder and CEO Jamie Kern Lima. “Our relationship with QVC has allowed us to reach women across the country with this message. This is why we are so honored and excited to be part of QVC’s new Beauty iQ! This amazing platform will allow us to further spread the IT love, and transform the way women view their own beauty.”
For QVC, the beauty category represented 17% of global sales in 2015. According to Euromonitor, the beauty industry in the U.S. generated revenues of $80 billion in 2015. Of that, $32 billion came from prestige beauty brands. Beauty iQ was inspired by QVC’s strategy to address one of the fastest growing categories in the U.S. retail industry.
Beauty is a hot category in retail in general and home shopping in particular.