QVC has announced this week that it will re-enter the realm of beauty festivals this June, with the launch of Beauty Bash.
The three-day event will take place in Philadelphia and is expected to be an immersive experience with plenty of shareable Instagram moments, according to WWD.
It's been reported that around 50 of QVC's vendors are expected to participate in the weekend event that will begin with a VIP cocktail party and end with goodie bags valued at around $US600. Brands confirmed so far include It Cosmetics, Dyson, Wen, Josie Maran, BareMinerals, Mally, Laura Geller, Sunday Riley, Peter Thomas Roth, NuFace, Beauty Bio, Elemis, Tarte and Dr. Perricone.
Beauty retailers are increasingly investing in live events, following the success of festivals such as Beautycon and last year's Meccaland and Sephoria.
QVC's Beauty Bash will cater to its already devoted customers and provide the business with an opportunity to drive continued loyalty as well as expand the QVC experience. It's a revamp of an event QVC held at its headquarters between 2005 and 2011 where the company sold 2000 tickets to some of its top customers.
