Beauty has changed so much over the last 20 years in that when I first started with QVC it was our mission to find professional products and the famous ‘salon sizes’ that gave you far greater results at home than toiletry or fashion-led brands that were then widely available.
Today, these heritage products still stand the test of time such as Decleor, Gatineau and OPI but the beauty market, over the years, like everything has become global and its easier now to show you not just European beauty secrets but brands and products from other continents.
Also, the beauty market is one of the biggest retail markets after food because it is all consumable – you run out of skincare, make-up, haircare and you have to repeat purchase.
This has unfortunately led to the launch of many copycat products that don’t necessarily deliver the same quality or results as the brand that is famous for that ingredient or that particular skincare concept especially.
Make-up products can benefit from new and dynamic companies as they can give a fresh eye to colour and texture and a fashion-forward look. Mally is a fantastic example of this. However skincare, as it affects the quality of our skin which is on show all the time, should be bought with research and knowledge.
This is where QVC’s honesty and integrity in their approach to researching brands and ingredients still gives us the edge over other retailers both online and on the high street as well as our 30-day money back guarantee so you can rest assured that a product that appears on air or on our web page has been thoroughly researched and a legal check on every ingredient.
Future trends include haircare that actually delivers a textural result and not just a cleansing result which we have already seen with the fashion-forward Percy & Reed.
Make-up will develop with even more luminous and brighter pigment technologies with added skincare ingredients used as their base and mixing agents as well as infused with age-defying or skin balancing.
Skincare will continue to develop the science of nature with the sourcing of the highest quality actives or the dynamic biotechnology of scientific lab-induced ingredients with the constant influence coming from medical science and key laboratories around the world.
Nailcare is going to be even quicker and easier to apply and fast drying and longer lasting encapsulating treatments with trend setting colour. Beauty, whether for an expert like me, or a consumer like you will continue to be extremely exciting.
However this could also be confusing and that is where QVC’s presentation, giving you the chance to meet the founders, inventers, artists etc. will continue to give this type of informed shopping the edge over the high street or other online retailers where they are not able to give such expert advice and up-to-date, advanced demonstrations.
Here's to another 20 years of QVC beauty.