WHAT MAKES A BREAKOUT BEAUTY BRAND CEW Welcome QVC to Discuss What It Takes to Get Noticed at the UK’s Biggest Multi-Media Retailer
CEW put the spotlight on QVC and its beauty team to discuss their unique partnership and what it takes to get noticed with the UK’s largest multi-media retailer. CEW welcomed QVC’s Director of Beauty Buying, Sandra Vallow, along with External Communications Manager, Laura Cawthorne, plus the 2016 winners of the ‘Find a Beauty Brand’ competition, Co-CEO of NIOD, Nicola Kilner, and Little Ondine’s Director, Helene Panzarino.
QVC has been retailing in the UK for 23 years and has had a working relationship with CEW for the last 17. A whopping one in every five households has shopped with QVC, either tuning into the live TV shows or online to make purchases and to take inspiration or educate themselves on new products. Having established itself as a stronghold in the British beauty industry, QVC now retails over 200 beauty brands, both global and niche, with the heart of its sales being spa and skincare brands.
QVC thrives as a beauty retail space as it offers customers a uniquely honest and engaging space to purchase quality products. Whether you’re showcasing a face cream or a beauty tool, QVC air space is a coveted spot for any brand.
The panel discussed the QVC ‘Find a Beauty Brand’ competition which is now in its third year, and opened for entries on 8th June, offering a ‘money can’t buy’ opportunity for undiscovered beauty brands. Laura and Sandra explained that the brands pitching need a product that will gain enough interest in the market as it’s all about making your brand stand out from the rest. QVC are looking for:
* The Story is key, such as the heritage behind the brand, where the idea originated, who created it, special ingredients within the product or the scientific process behind it* A demonstrable product that can be used and tested live on air that will wow the QVC audience* Innovation and excitement around the brand and the products they offer whether that is the name of the product standing out or a passionate brand ambassador
Due to the quality of entries last year, QVC chose two winners; NIOD, ‘skincare for the hyper-educated’, and Little Ondine, natural, water-based nail polish that you can peel-off. Helene from Little Ondine talked to the audience of CEW members about the ‘Dragon’s Den’ style process of the competition and how she ensured that her brand made the cut. A well-educated team, highly visual product and ultimately a big point of difference were the key to Little Ondine’s success. NIOD took a slightly different approach, with male models hand-delivering the products weekly to the QVC offices – a move that definitely got the brand noticed! Beauty Buying Director from QVC, Sandra, agreed that both pitches really made a real impact because Nicola and Helene were both strong and passionate brand ambassadors who really believe in their product. Research into the QVC landscape was also described as essential by the whole panel in order to see who their competitors were within each market and what similar brands were doing.
It was clear that both Helene and Nicola are supremely proud and passionate about their brands, something that obviously set them aside to the QVC panel.
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