Posted by: Laura Phillips Garner | April 16, 2010

Cha-Ching! The Q Brings Legendary Beauty Bash to the Masses With TV, QVC.com and Social Media

Beauty product afficianados from all over the country converge on QVC's Studio Park headquarters for its yearly Beauty Bash. This year, the multimedia retailer added a 24-hour preview on QVC-TV and QVC.com.

For beauty product lovers, the QVC Beauty Bash every spring at the company’s worldwide corporate headquarters, known as Studio Park, in West Chester, Pa., has become legendary. Those lucky enough to score tickets at $75 each spend a glorious three hours moving from booth to booth meeting beauty newsmakers and scoring often full-size samples of their favorite beauty brands.

QVC is a multimedia retailer with a 24-hour live television broadcast that reaches 98 million viewers in the U.S. and QVC.com, a e-commerce Web site that attracts more than 6 million users each month. The tickets for this weekend’s event (April 17-18) went on sale in January and sold out quickly. Demand has become so great that QVC has divided the Studio Park event into three shifts to accommodate as many as possible.

That’s why it’s so great for beauty product lovers (and those who appreciate integrated marketing communications) that QVC has extended Beauty Bash with a 24-hour on-air and online (qvc.com) event today (April 16) for those who couldn’t get tickets. That gives the home shopping network the opportunity to sell lots of beauty products while giving those who are not lucky enough to travel to Studio Park for the weekend event the chance to commune with representatives of favorite beauty brands from afar. QVC has more than 100 beauty brands in its merchandise mix.

Also, QVC is updating its nearly 140,000 QVC Facebook Fans and more than 10,000 Twitter followers, so they can find out the latest about their favorite beauty brands and ask questions of beauty newsmakers like Chaz Dean, Laura Geller, Kate Somerville and the folks from Philosophy and Bare Escentuals. Vanessa The Beauty Editor is blogging about Beauty Bash and gives a full rundown of what’s going on at Studio Park here. The event includes meet-and-greets, Q&As, demos and one-on-one time with “popular personalities and vendors” in the beauty industry. Behind-the-scenes videos on the QVC Channel on YouTube will be available for those who don’t get enough or haven’t been able to tune into the 24-hour television event today. There’s also a Web cast from the Beauty Bash event at Studio Park on QVC.com at 12:30 p.m. Saturday with a special giveaway for viewers.

Beauty Bash is a great touch point for the QVC brand as it cultivates and maintains relationships with kings and queens of home shopping who often are beauty product addicts. Twenty-four percent of QVC’s merchandise mix is accessories, which includes beauty products. With consolidated revenue of $7.4 billion and adjusted Operating Income Before Depreciation and Amortization (OIBDA) of $1.6 billion in 2009, that’s a lot of cash being spent and profit being made on beauty products for QVC, especially since two of the leading brands sold on QVC are philosophy and Bare Escentuals.

One has to wonder how many packages with the Q logo will be delivered to households across the United States within the next 10 days? Cha-ching for QVC as it integrates QVC-TV, QVC.com and the Beauty Bash live event at Studio Park to bring the faces and products of popular beauty brands to the masses.

–Laura Phillips Garner

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