Beauty junkies take note: All the beauty goodness you love about QVC is soon going to be on one social media–fueled, beauty-focused channel.
As reported on by WWD, the new channel, called Beauty iQ, will be 100-percent about beauty and will be launching next Monday via DirecTV, Dish and AT&T U-Verse (the live programming is expected to follow an 8 p.m. EST, Wednesday through Sunday, schedule). The new channel will also have a corresponding website where products can be purchased.
What makes this iteration different than the standard programming is that it will concentrate on social media, which could be a calculated move to appeal to millennials. “One source noted Beauty iQ content will be created for Facebook Live, YouTube and Instagram, and brands will host Beauty iQ content on their own social channels. The source noted that it’s a way to capture the attention of the ‘beauty enthusiast,’ or a shopper obsessed with beauty products who is turning away from the QVC channel when a beauty brand isn’t live on-air,” WWD reports.