QVC Expands Estée Lauder Relationship with Livestream Video Launch
QVC has expanded its partnership with Estée Lauder to celebrate the brand's 75th anniversary, featuring its products across QVC's multiplatform shopping ecosystem. Starting March 16, 2021, customers will see Estée Lauder's offerings, including the Advanced Night Repair serum. The promotion leverages QVC’s reach to 94 million U.S. homes and aims to enhance customer engagement through video commerce. Claudia Benshimol from Estée Lauder emphasized the importance of diversifying distribution, while Qurate Retail's Mary Campbell highlighted the potential to connect with new audiences.
- Expanding Estée Lauder's distribution across QVC's multiplatform ecosystem enhances product visibility.
- The partnership celebrates Estée Lauder's 75th anniversary, potentially increasing brand loyalty and consumer engagement.
- Successful e-commerce launch in April 2020 indicates strong initial market reception.
- The U.S. retail market remains challenging, posing ongoing risks to sales growth.
- Dependence on QVC's platform could limit direct-to-consumer strategies.
WEST CHESTER, Pa., March 16, 2021 /PRNewswire/ -- QVC®, a world leader in building brands through livestream video storytelling, announced today that customers can now experience the Estée Lauder brand through the power of QVC's multiplatform shopping ecosystem. Estée Lauder, the flagship brand of The Estée Lauder Companies Inc., is celebrating its 75th anniversary this year and will expand its distribution across all QVC U.S. platforms this month. Following a successful e-commerce launch in April 2020, Estée Lauder will be featured across QVC's multiplatform shopping ecosystem, which reaches 94 million U.S. homes via three broadcast channels and millions more via multiple streaming services, social pages, two mobile apps, and the website.
Estée Lauder's March 16th premiere on-air and across all digital platforms will feature a Today's Special Value® (TSV) including the brand's #1 best-selling serum, Advanced Night Repair Synchronized Multi-Recovery Complex, along with the Advanced Night Repair Eye Concentrate Matrix. Since its introduction as the first-ever night serum, 'Night Repair' in 1982, Advanced Night Repair remains one of the best-selling, most loved skincare products in Estée Lauder history. Estée Lauder's product assortment on QVC will be expanded to include skincare, makeup and fragrance.
"We are thrilled to be launching our first on-air QVC broadcast," said Claudia Benshimol, Senior Vice President, General Manager, Estée Lauder and AERIN Beauty, North America. "QVC offers us opportunities to deliver the Estée Lauder high-touch experience across all touchpoints including online, digital as well as broadcast – an approach that is key for relevance within the modern consumer landscape. We are always seeking new distribution opportunities to ensure we are meeting the consumer where she is, and to be able to expand our business during a difficult U.S. retail market is something we are very proud of."
Maggie Turner, Executive Director, Education, Special Events, Artistry for Estée Lauder and AERIN Beauty, U.S., will present the brand on-air, demonstrating the products and sharing tips and tricks for achieving the most results.
"We are so pleased to expand our selection of Estée Lauder products across our platforms," said Mary Campbell, Chief Merchandising Officer, Qurate Retail Group, and Chief Commerce Officer, QVC US. "As a world leader in video commerce, we help brands like Estée Lauder create deep connections with customers by providing unique access to brand experts. Estée Lauder is an iconic brand that customers trust, know and love. We are excited to help Estée Lauder reach new audiences in new ways through the power of livestream video storytelling."
"As we celebrate Women's History Month, it's such an honor to widen our relationship with one of America's pioneering woman-founded beauty brands and be a part of its 75th anniversary," Mary added.
QVC offers brands powerful platforms to reach large audiences of highly engaged shoppers everywhere they are and explain how a product solves a problem or fills a need. The video-rich experiences QVC creates with its vendor brands are hard to replicate at traditional brick-and-mortar stores or on transactional e-commerce sites.
Estée Lauder is available to shop on QVC.com and through the QVC apps and will premiere on QVC on March 16 at 9 a.m. and 9 p.m. ET. Estée Lauder items are also available through QVC UK.
About QVC®
QVC delivers the joy of discovery through the power of relationships. Every day, QVC engages millions of shoppers in a journey of discovery through an ever-changing collection of familiar brands and fresh new products, from home and fashion to beauty, electronics, and jewelry. Along the way, QVC connects shoppers to interesting personalities, engaging stories, and award-winning customer service. Based in West Chester, Pa., and founded in 1986, QVC has retail operations in the U.S., the U.K., Germany, Japan, Italy, and through a joint venture in China. Worldwide, QVC engages shoppers on 13 broadcast networks reaching approximately 380 million homes and on multiple websites, mobile apps, and social pages. To learn more, visit corporate.qvc.com, follow @QVC on Facebook, Instagram, or Twitter, or follow QVC on Pinterest, YouTube, or LinkedIn.
Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, and QRTEP) includes QVC, HSN®, Zulily® and the Cornerstone brands (collectively, "Qurate Retail GroupSM"), as well as other minority interests and green energy investments. Qurate Retail Group believes in a Third Way to Shop® – beyond transactional ecommerce or traditional brick-and-mortar stores. In addition to being a world leader in video commerce, Qurate Retail Group is among the top 10 ecommerce retailers in North America (according to Digital Commerce 360) and is a leader in mobile commerce and social commerce. For more information, visit www.qurateretailgroup.com, follow @QurateRetailGrp on Facebook, Instagram or Twitter, or follow Qurate Retail Group on YouTube or LinkedIn. QVC and Q are registered service marks of ER Marks, Inc.
About Estée Lauder
Estée Lauder is the flagship brand of The Estée Lauder Companies Inc. Founded by Estée Lauder, one of the world's first female entrepreneurs, the brand today continues her legacy of creating innovative, sophisticated, high-performance skincare and makeup products and iconic fragrances – all infused with a deep understanding of women's needs and desires. Today, Estée Lauder engages with women in over 150 countries and territories around the world and at dozens of touch points – from in-store to digital. And each of these relationships consistently reflects Estée's powerful and authentic woman-to-woman point of view. Follow @esteelauder on Instagram, Facebook, Twitter and YouTube.
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SOURCE QVC, Inc.
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