QVC makes Beauty iQ digital-only, launches TILI subscription box
American TV retailer QVC is honing in on its Millennial audience, pulling its Beauty iQ channel from its cable programming in favor of a digital-only approach, and launching a new beauty subscription box.
Beauty iQ, QVC’s program dedicated to beauty product sales, was relaunched as the company’s first digital-only network in April of this year. The program is now available exclusively on QVC’s website, apps and social media channels, as well as media players Roku, Fire TV and Apple TV. ·
“This move to digital positions Beauty iQ to better reach its target audience of millennials,” a representative said in a statement to FashionNetwork.com.
“We're focused on delivering a beauty experience that's customized for small screens, featuring clip-based beauty shows that align to digital beauty stories such as top beauty finds under $50. Beauty iQ is an integral part of our growth plans for beauty.”
As an added boost to the company’s millennial-targeted strategies, QVC also unveiled its first-ever subscription offering through the Try It Love It, or TILI, beauty box.
Boxes will be curated in partnership with influencers, with the premiere box offering a total of eight full and sample-sized items selected by blogger Lauren McBride.
Featured brands include Sunday Riley, Perricone MD, Bare Minerals and Becca Cosmetics. The subscription runs at $25 per month plus tax and shipping, and those who subscribe can cancel at any time.
The TILI launch will coincide with QVC’s 'Black Friday in July' event on Facebook Live.
The changes for QVC’s beauty segment follow the March launch of the company’s first private label cosmetics brand, Carmindy Beauty.
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