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QVC launches beauty channel on Freeview


The battle for viewers among TV shopping retailers further intensified today with QVC launching its Beauty offering on Freeview.

Having been broadcast on Sky since October 2010, QVC Beauty’s move to Freeview will allow the group to reach an additional 10.8 million homes as well as expanding its reach ahead of multichannel retailer Argos’s foray into TV shopping later this year.

QVC Beauty is a dedicated channel for beauty products and beauty advice, broadcasting one-hour programmes between 08:00 and 13:00 BST each day.

Beauty brands featured on the channel include Bare Escentuals, Bobbi Brown and L’Occitane.

Dermot Boyd, CEO of QVC UK, commented: “QVC Beauty, which launched on Sky in October 2010, experienced year-on-year sales growth of 407 per cent in Q4 2010, demonstrating the demand for a channel dedicated to premium beauty products.

“Through Freeview an even wider audience will now be able to watch and learn about the latest beauty products and trends from our broad range of beauty vendors.”

Elsewhere in the TV shopping world Ideal Shopping Direct is currently the subject of a £78.3 million takeover offer on the back of strong trading, while Argos is preparing to launch a channel this summer after years of speculation.

Outgoing Managing Director of Argos Sara Weller said at the time: “Our ability to connect between channels means that the content we will be producing for Argos TV will also have wider potential applications online and in store, adding further to customer choice, value and convenience.”

Published on Tuesday 10 May by Editorial Assistant

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