HSN Takes Sephora Primetime With Innovative New Retail Partnership
PRNewswire-FirstCall
ST. PETERSBURG, Fla. and SAN FRANCISCO
Following the sellout preview of Sephora on HSN in December, multichannel retailing giant HSN is making Sephora, the leading specialty beauty retailer in the U.S., a permanent addition to its 2007 programming lineup. The new partnership between the two retailing powerhouses officially launches with HSN broadcasts on Thursday, February 22, 2007.
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An innovative relationship between an electronic and a traditional retailer, the HSN/Sephora partnership offers clear benefits to both companies. HSN provides Sephora entree into more than 89 million households with a core audience of women ages 25 to 54, and Sephora brings HSN a very successful and extensive beauty business, providing the network an excellent opportunity to further develop its beauty portfolio.
“Sephora is the beauty authority and HSN is thrilled to be partnering with them to present an exceptional array of beauty brands to our customers in a fun and novel television shopping experience,” said Michael Henry, Senior Vice President of Beauty Merchandising for HSN. “This partnership perfectly aligns with HSN’s strategy to transform our brand and broaden our assortment of quality beauty products.”
Following February’s launch, five hours of HSN programming each month will be dedicated Sephora shows with new brands and/or products being introduced. Sephora beauty editor Julie Redfern will be HSN’s primary on-air guest, with other experts, such as Oscar Blandi and Lip Fusion’s Heather Boswell, occasionally making guest appearances to demonstrate their products. Other top Sephora brands to be presented during the launch include: theBalm; Cargo; Christian Dior; GoSmile; Juice Beauty; Korres; LaVanilla fragrance; Make Up For Ever; Murad; T3 hair tools; Urban Decay; and Sephora Brand skincare and brushes. Additional brands carried by Sephora will be featured in subsequent shows.
Betsy Olum, Sephora’s Senior Vice President of Retail Marketing, said, “Our highly successful appearances on HSN during the holiday season made clear to us the great demand from HSN’s shoppers for all that Sephora has to offer. We carry the widest range of classic and emerging brands in the beauty industry, and we are delighted to showcase them for HSN’s shoppers as well as to provide exceptional beauty advice and trend information from the experts in the industry.” Olum added, “This is a very exciting opportunity for us. Being on HSN allows us to capitalize on our success to date and further increase the visibility of Sephora and the outstanding brands we carry.”
In the month of February, viewers can tune in to HSN for the hour-long Sephora shows on February 22 at 1:00 a.m., 4:00 p.m. and 9:00 p.m. and February 23 at 10:00 a.m. and 8:00 p.m. (all times EST) or browse through the entire assortment of products at www.hsn.com.