Lawless Magnificence is headed to QVC.
On Friday at 11 p.m. EST, Lawless Magnificence will make its TV procuring debut, about seven days after the model’s make-up merchandise had been first listed on QVC.com. That is Lawless Magnificence’s first foray into reside procuring. Annie Lawless, Lawless Magnificence founder and CEO, will Skype in to the Friday program, whereas QVC host Shawn Killinger can be stationed within the bodily studio in West Chester, Penn. Lawless will seem on QVC as soon as a month, she mentioned, and the model will supply an unique QVC product bundle every time, with the primary being an eyeshadow palette and lipstick.
In accordance with previous Glossy reporting. Lawless Magnificence doubled its gross sales as of Oct. 2020, regardless of brick-and-mortar making up 70% of its pre-pandemic income. The corporate acquired its first exterior funding of $5 million in 2019 from Cult Capital. It then was in a position to give attention to digital hires, together with a brand new director of client and digital advertising and marketing, a brand new president, a head of branding and design, and a brand new digital company. The model is at the moment searching for a brand new head of selling, as nicely. Lawless declined to state gross sales expectations for QVC, however mentioned that the model is on observe to double its total gross sales in 2021 and that it’s anticipated to shut its fundraising spherical this yr.
“Our objective is to faucet into this broadcast, streaming, social and cell method of procuring,” mentioned Lawless. “The best way shoppers store post-pandemic going to be perpetually modified. We need to faucet into this new QVC core demographic of consumers who’re avid and engaged consumers, and that sort of customer will [connect] with our message and objective of fresh magnificence.”
Lawless plans to speak about her founder story and the mission of Lawless Magnificence to increase the clear make-up class. She additionally plans to demo the merchandise, a lot of which provide excessive protection, on a number of completely different pores and skin tones and pores and skin varieties. Lawless mentioned she views the model’s debut on QVC as an “evolution and continuation” of her position as a public-facing founder. Lawless Magnificence maintains an Instagram account with round 77,000 followers, whereas Lawless’s personal account has greater than 200,000 followers. She sometimes participates in Instagram Reels movies and IGTV periods on each her personal account and the model’s.
Since March 2020, manufacturers seeking to diversify their omnichannel retail technique past brick-and-mortar have turned to QVC and its sister community HSN to perform this. Manufacturers like Estèe Lauder, MAC Cosmetics and Follain, with its private label skin care, have joined within the final 15 months. In the meantime, Beautycounter, Beekman 1802 and Ulta Beauty have sought to construct their very own livestream procuring platforms.
“Loads of manufacturers are seeing the information and the gross sales numbers and the ability of what’s been occurring in China,” mentioned Madison Schill, head of communications at livestream-shopping platform Livescale. “It’s essential to anchor a whole lot of [these types of] improvements in key efficiency indicators, equivalent to what are you able to count on [in the short-term] and what are you able to count on this to evolve into.”
Lawless identified that QVC additionally helps faucet right into a extra mature viewers, as Lawless Magnificence’s core prospects are sometimes youthful than 30-years-old because of its Sephora partnership. In accordance with the Wall Street Journal, QVC’s core prospects are ladies ages 35-64, and roughly 86% of QVC’s shipped gross sales got here from repeat prospects who spent a mean of $1,281 in 2019. However Gen Zers have additionally performed a job within the latest livestream boom.
“My background in magnificence comes from running a blog and YouTube. To me, QVC feels just like YouTube-style livestream storytelling,” mentioned Lawless. “QVC goes to permit us to faucet into an entire new buyer base that won’t have entry to us by way of Sephora or our social channels.”