Beauty brands find a profitable home on QVC

Television shopping network QVC's storytelling format has proved a lucrative forum for beauty product brands, and the channel now sells high-end cosmetics from Clinique and Bobbi Brown alongside brands including Laura Geller, Bare Escentuals and Philosophy, which were part of the mix when QVC began selling beauty products in 2005. "Our customer told us very clearly that she wanted to see more beauty, and we saw that our format of connecting the customer directly with the expert was well-suited for beauty product demonstrations," said Claudia Lucas, QVC's beauty director.

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