THE WHAT? Estée Lauder has expanded its partnership with QVC and is now featured across all of the shopping channel’s platform including a livestream video launch.

THE DETAILS The company will feature across all digital channels with Maggie Turner, Executive Director, Education, Special Events, Artistry for Estée Lauder and AERIN Beauty, U.S., presenting the brand on-air, demonstrating the products and sharing tips.

THE WHY? The expansion of the partnership follows the QVC e-commerce launch in April 2020, with the mediums of video and digital helping to further the reach of the Estée Lauder brand.

Claudia Benshimol, Senior Vice President, General Manager, Estée Lauder and AERIN Beauty, North America, says, “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.”