Beauty & Wellness Briefing: TikTok and QVC team up for star-studded Super Brand Day in LA

7 hours ago 2

This week, I checked in with QVC exec Annette Dunleavy to learn about the company’s strategic shift to 24/7 social commerce selling via TikTok Shop and reup of its celebrity-focused over-50 ambassador program. Additionally, executive turnover at ELC-owned MAC Cosmetics, LVMH announces two buzzy new celeb ambassador appointments, and Q1 beauty sales show the power of the mass category.

QVC taps over-50 celeb ambassadors and TikTok for new 24/7 social commerce selling strategy

“Women aren’t watching television the way we used to,” Annette Dunleavy, QVC’s vp of brand, told Glossy. “No one is channel surfing, which is the way people would happenstance upon us. [For example, a viewer] puts us on in the background, and next thing [they know, they’re] buying a lot of product and connecting with our hosts. Today, that happens on social.”

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