November is going to be a special month for some Beauty business owners and consumers. QVC recently announced that they are launching a network dedicated exclusively to all things beauty. Beauty IQ will sell all the latest products as well feature interviews and advice with industry experts. According to QVC, the network will be available to 40 million U.S. homes subscribed to providers such as DirecTV, U-verse, Dish, Roku and other disturbers should follow soon. Programming will be live 5 nights a week, and the rest of the time will be filled with beauty-centric segments.
While often so not taken seriously, the truth is that home-shopping pioneer QVC is one of the world’s leading television and ecommerce retailers. In 2015, 17% of QVC’s global sales came from beauty products (which is considered one of the fastest-growing categories in the U.S. retail industry), so it makes sense that they want to capitalize on this. Beauty fans can also access this content via BeautyiQ.com, QVC.com, on the QVC mobile app, and via social channels including Facebook, Instagram and YouTube.
We think this is a brilliant move for QVC. They were early adapters to the “second screen” phenomenon, in which people watch TV while swiping and tapping on a tablet or smartphone, and they tailored their app to that behavior. If Beauty iQ can manage to harnesses the power of social media, it can become a very powerful digital property.