QVC is partnering with Cosmetic Executive Women Thursday with a program whose net proceeds will benefit Cancer and Careers, a program of the CEW Foundation that supports men and women balancing work and cancer, the home shopping network said Monday.
The two-hour broadcast, “QVC and CEW Present Beauty with Benefits,” will feature more than 15 prestige beauty brands across categories and price points. It will air at 9 p.m. Thursday.
The event aims to will highlight the philanthropic efforts of the beauty industry while giving viewers a chance to support a worthy cause through a multiplatform shopping experience.
“From color cosmetics and fragrance to skin and hair care products, various products from select brands such as bareMinerals, tarte, StriVectin and Mally Beauty will be offered,” QVC said in its press release.
As added incentives, QVC is offering a gift with purchase that consists of beauty samples from participating brands, and shipping and handling will be offered at no charge.
“Beauty with Benefits reflects QVC’s ongoing commitment to support the success and wellness of women through the power of relationships,” QVC U.S. CEO Claire Watts said in a canned statement. “We’re thrilled to bring the beauty industry together to give consumers the opportunity to shop for a cause on April 25, while increasing awareness of the resources provided by Cancer and Careers.”
Throughout the evening, viewers will be informed of the impact each purchase can make in the lives of men and women affected by cancer. Unique content created for the show is scheduled to include inspiring segments featuring those who benefited from Cancer and Careers along with an interview with CEW President Carlotta Jacobson.
Plus, industry experts and QVC regulars, including Laura Geller, founder of Laura Geller Beauty and Chaz Dean, creator of WEN Hair and Body Care, will share beauty tips guaranteed to make everyone look and feel good.
“I am so pleased to see CEW and QVC coming together for the first ever Beauty with Benefits show,” Geller said in her canned statement. “As a longtime supporter of Cancer and Careers, I have always believed that if beauty companies could join efforts to give back, we could make a significant impact. It not only feels good to educate women on how they can look better, but it feels even more empowering when you know you are personally helping to make a difference.”
To build further awareness for Cancer and Careers and the broadcast, QVC will optimize its social media efforts through an Instagram campaign.
For the first 500 photos tagged with the hashtag #beautywithbenefits, QVC will make a donation to Cancer and Careers. QVC plans to promote the event through additional platforms including Facebook, Twitter, Pinterest and Google+.
Additionally, actress Regina King (love her in “Southland”) is supporting the initiative as the “QVC and CEW Present Beauty with Benefits” PSA spokesperson.