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21 Jan

QVC Brings Back Master Beauty Class in 2023 –

QVC is giving its Master Beauty Class event one other go.

After the series’ successful first yr in 2022 — at that time, it was the retailer’s largest beauty event ever — QVC is taking the event across digital platforms to widen its reach.

“It’s now not about just connecting through the tv, we at the moment are casting such a large net to so many other platforms,” said Anna Baker, vp and general merchandise manager at QVC. Those platforms include TikTok, QVC.com, the retailer’s app, Facebook and YouTube. “[Our customer] is engaging with us on all of those different platforms.”

Participating brands include Too Faced, Peter Thomas Roth, Lancer, Tarte and Philosophy. It can also include Be Free, a recent hair care brand from actress Danielle Fishel. Prices for the offerings range from $28 for Too Faced mascara to $94 for a four-step Philosophy regimen.

“From a category perspective, it really runs the gamut,” Baker said, adding that QVC customers typically restock across categories. Eyebrow color cosmetics and anti-aging body care are strong segments for QVC. “Our goal is at all times to thrill [shoppers] with tried-and-true favorites, but beyond that, we’re going to bring her exclusive products and configurations found only at QVC.”

The event kicks off Tuesday with eight livestreaming segments — a lift from last yr’s six. Content across the platforms will vary. “You’re going to have the opportunity to get different content snippets and suggestions and tricks,” Baker said. “What woman, at any stage in her life, doesn’t need to hear from authorities on this business and experts on learn how to reset her routine and the products she needs?”

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