TV beauty shopping on the rise
This article was originally published in The Rose Sheet
Executive Summary
Women spent more money in the past year on makeup, skin care and fragrance sold through TV networks and infomercials than in the department store and dermatologist channels, according to an online survey conducted in November by the NPD Group. About 4% of beauty shoppers report doing so via television, the market research firm says. Of those women watching shopping channels QVC and HSN, 80% report buying products if they watch. Shopping on television can occur at all hours, and women take advantage of this - 40% reporting that they usually shop between 10 p.m. and 2 a.m. NPD's Senior Global Industry Analyst and VP-Beauty Karen Grant says TV shopping could be an important channel in the straitened economy. "By leveraging the peak time of shopping and other core elements of its appeal, TV networks and infomercials stand to benefit as a complementary vehicle to help fuel in-store sales, particularly in makeup and skincare," she says