When beauty brands start to think about expanding their retail network, they might not automatically consider the advantages and opportunities that on-air presentation might offer.
Operating in a unique selling space, omnichannel retailer QVC continues to dedicate television airtime, and online screen time, to emerging and established beauty brands, bringing on board numerous new partners in the last year, from Perlier to Coty fragrances and Lipstick Queen.
But what do brands need to consider, and do, to transition from the store shelf to television and mobile screens?
Here, Sandra Vallow, Director of Merchandising – Beauty, QVC UK, talks to Cosmetics Business about the qualities she looks out for in potential brand partners and the categories she is particularly interested in growing.
What is your current role and what does it involve?
No two days are the same at QVC and that is what I love about my job.
As Director of Merchandising for Beauty I could quite easily be meeting with new brands to introduce to the QVC portfolio as well as developing new product with some of our longstanding QVC Beauty brands.
Being a multiplatform retailer means we have to strategically work on how we present our brand portfolio in the correct way for every channel.
The key USP for QVC is education and we spend a lot of time with our brands partnering on how best to educate our customers with the information they come to QVC for.
We are very lucky that we have real time sales on our mobile devices, so 24/7 I am always checking out how