Elemis breaks records at QVC UK

Working with television shopping channel QVC, Elemis has broken QVC UK records by selling the highest volume of one Today’s Special Value collection in a 72-hour period.

Elemis used QVC for the global launch of a new Sweet Orchard fragrance, which will only be available at QVC UK until May 2016, and the companies worked together to create a unique six-piece collection of both Sweet Orchard and Frangiapani Monoi for a special price of under £41.96. In all, 112,000 units were sold during the 72-hour promotion period.

“As the number 1 ranking beauty brand on QVC for the past eight years, this incredible result is a testament to the client education and loyalty we foster together with QVC,” said Noella Gabriel, Elemis managing director. “As a treatment- and education-led brand, the approach that we take with QVC gets the client to the heart of the brand. With new global launches, focus on education and regime, we can continue to excite and engage loyalists and still attract new clients, and this allows for a knock-on effect across our whole business.”

Elemis has been working with QVC for 20 years, and QVC UK VP of merchandise Jo Lee said this latest promotion was a collaborative approach between both brands and across many teams.

“Everyone at QVC is delighted with the success of the day,” said Lee.

Spa Business took a look at how QVC is helping product houses boost revenue in an in-depth feature last year.