QVC Joins the Beauty Festival Fray

QVC will enter the beauty festival fray this summer with Beauty Bash, its own iteration of the immersive, Instagram-ready beauty experience favored by Millennials and Gen Zers. About 6,500 attendees are expected at the three-day event, which will take place June 7 through 9 at the Fillmore event space in Philadelphia. Tickets, which go on sale March 29, will be available in two tiers: VIP access is priced at $225 per ticket, and general admission is priced at $125. Retailers are increasingly getting involved in the beauty festival space, dominated by mega-events such as Beautycon and Ipsy’s Generation Beauty. West Chester, Pa.-based QVC, a division of Qurate Retail Group, is the latest beauty retailer to introduce a live event, following Australia-based Mecca’s Meccaland and Sephora’s Sephoria, which made its debut in Los Angeles in the fall. QVC’s Beauty Bash is looking to differentiate by catering to its core, beauty-devoted customer, rather than the young consumers most festivals tend to draw. “We’re not necessarily hoping to bring in a new customer with this — it’s more about driving continued loyalty,” said Rob Robillard, vice president of integrated beauty merchandising at Qurate. “For us as a retailer, we lack the ability to touch our customers

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