Beauty Buzz. A Marriage Made In Infomercial Heaven? Sephora Debuts on HSN. Second City Style Fashion & Beauty Blog

December 13, 2006 • Beauty


In case you just can’t get to a location at a mall near you, JC Penny’s or your computer to place an order…Sephora’s drive to take over the beauty world is moving to TV with the debut today of a series of one-hour shows
on Home Shopping Network! Oh no!

French-based beauty retail chain is broadcasting four shows today — at
1 a.m., 9 a.m., 1 p.m. and 4 p.m. (EST) — from its Fifth Avenue store near
48th Street in New York. A trio of personalities — Julie Redfern, the
Sephora beauty editor, and Dianna Perkovic and Collen Lopez from HSN —
will pitch Sephora’s top picks for holiday gifts and beauty tips to
navigate a season of partying. The initial program will focus on
bestsellers from nine core brands and its own label.

described the broadcasts as the preview shows, with a regular schedule
starting in February and plans calling for five hours of programming
per month from a permanent set that will be built in HSN’s headquarters
in St. Petersburg, Fla. It will be complete with prominent Sephora
signage and fixtures designed to create an in-store ambience.

there seemed to be no objections from Penney’s to Sephora’s latest
move. "Anything that Sephora does to raise brand awareness is a benefit
to J.C. Penney," said Darcie Brossart, vice president of corporate

Source: WWD

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