Estée Lauder makes livestream debut on QVC

By

Robin Driver

Published
Mar 18, 2021

As part of an expanded partnership with the multiplatform shopping ecosystem, iconic American cosmetics brand Estée Lauder made its livestream premiere with QVC on Tuesday, March 16.

 
The 75-year-old beauty label, which is owned by The Estée Lauder Companies Inc. (ELC), first launched on the QVC e-commerce platform in April 2020. The brand is now expanding its relationship with the retailer, rolling out across all QVC U.S. platforms, which include three broadcast channels, a range of streaming services and social pages, two mobile apps and a website.
 
Estée Lauder’s livestream debut on Tuesday aired across all of QVC’s digital platforms and featured the brand’s top-selling Advanced Night Repair Synchronized Multi-Recovery Complex and Advanced Night Repair Eye Concentrate Matrix.

The brand was represented by the executive director of education, special events and artistry for Estée Lauder and fellow ELC label Aerin Beauty, Maggie Turner.
 
“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,” explained Claudia Benshimol, SVP and GM for Estée Lauder and Aerin Beauty in North America, in a release.
 
“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,” she added.
 
With the latest evolution of its partnership with QVC, the Estée Lauder brand follows in the footsteps of another ELC label, MAC Cosmetics, which launched on the retailer’s digital and mobile platforms in June of last year, before moving onto its broadcast and streaming channels in September.  
 
ELC achieved net sales of $4.85 billion in the second quarter ended December 31, 2020, up 5% from $4.62 billion in the same period in the previous year. Quarterly net earnings at the company totaled $873 million, or $2.37 per diluted share, compared with $557 million, or $1.52 per diluted share, in the prior-year period.
 
QVC U.S.’s broadcast channels reach 94 million homes, while the company’s digital platforms serve many more customers. Worldwide, the retailer also has operations in the U.K., Germany, Japan and Italy, as well as in China, through a joint venture. Overall, QVC boasts a total of 13 broadcast networks that reach some 380 million homes around the world, as well as multiple websites, mobile apps and social pages.