Cosmoprof North America expands QVC collaboration

LAS VEGAS, Nev. — Cosmoprof North America on Tuesday announced that it would be expanding its collaboration with QVC to enable indie beauty brands from small- to medium-sized companies to meet with QVC beauty merchants at the exhibition this year.

At the exhibition, there will be a dedicated space on the floor for QVC that’s open throughout show hours, and QVC will be hosting an open session on July 11, at which companies interested in QVC’s distribution model can learn best practices and requirements to get their products on air and online. QVC will air a special segment called “Discovered at CPNA” featuring brands discovered at the exhibition a few months after the event.

“QVC has a rich history of discovering beauty products and trends, and through our collaboration with Cosmoprof, we have found even more new brands to surprise and delight our customers such as Eve Pearl and Obliphica,” said QVC US' director of beauty merchandising Ellen Lennon said. “Not only will attendees at this year’s Cosmoprof North America receive instant feedback from our beauty experts, but they will also have the unique opportunity to get their brand noticed by the world’s leading video and e-commerce retailer, QVC.”

CPNA also will have its exclusive TV Shopping auditions, through which exhibitors can pitch their products directly to merchants from QVC, EVINE and HSN, for the fifth year.

“QVC is a true leader in its field and offers show participants a unique distribution model to meet their growing needs,” CPNA marketing director Daniela Ciocan said. “The collaboration is not only unique to the trade show environment but also allows QVC exposure to hundreds of brands under one roof. It’s a win-win and we are grateful for the ongoing relationship and look forward to continuing to partner on more initiatives that benefit the beauty industry at large.”

Cosmoprof North America takes place July 9-11 at the Mandalay Bay Convention Center in Las Vegas.