QVC is going after a larger share of the red-hot beauty category and plans to launch a TV network devoted to related products and topics.
Beauty iQ will debut Oct. 31 to 40 million homes on DirecTV, Dish and Roku. According to QVC, it's a 24-hour shopping channel with live programming five nights a week - Wednesday through Sunday, 8:00 p.m. to midnight ET, and repeated immediately after for the West Coast audience.
It's a multiplatform initiative with content broadcast on the Beauty iQ network, BeautyiQ.com, QVC.com, on the QVC mobile app, and via social channels including Facebook and Instagram.
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"QVC has always been a trailblazer, creating the world’s most engaged shopping community that offers customers the combination of media, social and retail as one," said Mike George, QVC president and CEO. "We have a 30-year history of discovering beauty brands and trends, and bringing new products to life by leveraging the best storytellers in the business, our experienced hosts and the innovators behind the brands."
"We know that an amazing shopping and entertainment experience knows no boundaries. We’ve listened to our customers and fans, and we know beauty is intrinsic to their lives. So we’re engaging with them on all the platforms they love and providing a new experience that caters to their passion for beauty," he said.
Beauty represented 17 percent of QVC's sales in 2015, and BeautyIQ is the company's strategy to capture a greater share of the fast-growing $80 billion a year product category. Prestige beauty is of particular interest, and this effort will launch with more than 50 prestige brands.
Ulta Beauty has set its sights on this market too, making it among the best-performing growth retailers of the past two years.
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