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QVC Pulls Beauty iQ Off-Air, Makes Subscription Box the Next Millennial Play

QVC is making some updates to its Millennial strategy. Most notably, the multiplatform retailer in April quietly pulled the Beauty iQ channel from cable networks in favor of shifting focus to its digital and app presence. Also, during its Black Friday in July digital event today, QVC will launch a subscription beauty box — the Try It Love It, or TILI, box — that will be promoted by influencers. QVC has tried sampling boxes before, but the TILI is its first play at subscription. The monthly cost is $25 plus tax and shipping, and the first, a collaboration with influencer Lauren McBride, contains eight full- and sample-size products from brands such as Sunday Riley, Bare Minerals, Becca and Origins. Though QVC is admittedly late to the game on subscription boxes, “We knew it would be a great way to connect with the consumer, and we think this could be a substantial business,” said Rob Robillard, the company’s vice president of beauty merchandising. The TILI box is an opportunity for data collection, but the retailer is also expecting strong conversion, he added. QVC is hoping to foster a community with the TILI, going so far as to create a private Facebook group called “I Love

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