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QVC Expands Estée Lauder Relationship with Livestream Video Launch

QVC, a world leader in building brands through livestream video storytelling, announced today that customers can now experience the Estée Lauder brand through the power of QVC’s multiplatform shopping ecosystem. Estée Lauder, the flagship brand of The Estée Lauder Companies Inc., is celebrating its 75th anniversary this year and will expand its distribution across all QVC platforms this month. Following a successful e-commerce launch in April 2020, Estée Lauder will be featured across QVC’s multiplatform shopping ecosystem, which reaches 94 million U.S. homes via three broadcast channels and millions more via multiple streaming services, social pages, two mobile apps, and the website.

Estée Lauder’s March 16th premiere on-air and across all digital platforms will feature a Today’s Special Value® (TSV) including the brand’s #1 best-selling serum, Advanced Night Repair Synchronized Multi-Recovery Complex, along with the Advanced Night Repair Eye Concentrate Matrix. Since its introduction as the first-ever night serum, ‘Night Repair’ in 1982, Advanced Night Repair remains one of the best-selling, most loved skincare products in Estée Lauder history. Estée Lauder’s product assortment on QVC will be expanded to include skincare, makeup and fragrance.

“We are thrilled to be launching our first on-air QVC broadcast,” said Claudia Benshimol, Senior Vice President, General Manager, Estée Lauder and AERIN Beauty, North America. “QVC offers us opportunities to deliver the Estée Lauder high-touch experience across all touchpoints including online, digital as well as broadcast – an approach that is key for relevance within the modern consumer landscape. We are always seeking new distribution opportunities to ensure we are meeting the consumer where she is, and to be able to expand our business during a difficult U.S. retail market is something we are very proud of.”

Maggie Turner, Executive Director, Education, Special Events, Artistry for Estée Lauder and AERIN Beauty, U.S., will present the brand on-air, demonstrating the products and sharing tips and tricks for achieving the most results.

“We are so pleased to expand our selection of Estée Lauder products across our platforms,” said Mary Campbell, Chief Merchandising Officer, Qurate Retail Group, and Chief Commerce Officer, QVC US. “As a world leader in video commerce, we help brands like Estée Lauder create deep connections with customers by providing unique access to brand experts. Estée Lauder is an iconic brand that customers trust, know, and love. We are excited to help Estée Lauder reach new audiences in new ways through the power of livestream video storytelling.”

“As we celebrate Women’s History Month, it’s such an honor to widen our relationship with one of America’s pioneering woman-founded beauty brands and be a part of its 75th anniversary,” Mary added.

QVC offers brands powerful platforms to reach large audiences of highly engaged shoppers everywhere they are and explain how a product solves a problem or fills a need. The video-rich experiences QVC creates with its vendor brands are hard to replicate at traditional brick-and-mortar stores or on transactional e-commerce sites.

Estée Lauder is available to shop on and through the QVC apps and will premiere on QVC on March 16 at 9 a.m. and 9 p.m. ET. Estée Lauder items are also available through QVC UK.


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