This year’s QVC and CEW Present Beauty with Benefits broadcast enjoyed a groundswell of new energy and engagement thanks to beauty influencers sharing their favorite products and personal connection to the cause. The show supports CEW Foundation’s Cancer and Careers program.

One of the biggest influencer/brand successes was realized by YouTube vlogger Tiffany D, whose Fav Foundation and Summer Makeup Tutorial garnered 54,000 views and directly fueled early sales of IOPE’s Air Cushion Foundation, a new brand for the broadcast. Other Beauty with Benefits newcomers included MAC, Origins, Buxom, Butterfly Beauty’s Derek Lam and NEST Fragrances, joining repeat donors such as Laura Geller, IT Cosmetics, Mally and Dr. Dennis Gross, among others.

Among the 15 partnering influencers was Olena Mishchenko of IamJustaMakeupLover, who starred in a QVC video that spotlighted the business of beauty vlogging and the importance of giving back.The video aired during the broadcast, with Olena appearing live alongside show hosts Alberti Popaj and Jane Treacy. Another influencer, Serein Wu, used her YouTube channel to showcase her top picks, and to highlight QVC’s very generous commitment to Cancer and Careers[1], which provides vital workplace support for survivors.

Influencers (and shoppers) had plenty of products from which to choose. Color cosmetics, fragrance, skin, body and hair care were all represented, from both multi-national and indie brands. There were 36 brands in all, compared to 21 in the fundraiser’s inaugural year in 2013. This year’s Gift with Purchase—an additional hook for shoppers—was the biggest to-date, featuring a cosmetic case with six products valued at $83.

Beauty with Benefits’ growth was also evident in its format. What began as a two-hour broadcast in 2013 has grown into a multi-media event, lasting nearly three weeks. Shopping began May 1 for a select group of products on QVC.com, with social promotions spanning nearly 90 platforms. There was also a customer sweepstakes, employee engagement events and a first-ever Facebook Live simulcast. The May 18 broadcast on QVC’s main channel was immediately followed by two additional hours of programming on Beauty iQ.

“The mission for Beauty with Benefits has remained the same—to sell top beauty brands, donated from across the industry, in support of working people with cancer. But QVC and all of the participating brands took it to a whole new level this year,” said CEW President Carlotta Jacobson.

QVC CEO Mike George shared strategy and promotion highlights of the highly successful event at the recent WWD Beauty Summit. “The final results aren’t in yet, but over the past four years QVC has raised $4.5 million for Beauty with Benefits, supporting the fight against cancer.”

Many CEW Board members celebrated the event in real-time, gathering for a shopping party held at CEW’s Chelsea offices during the broadcast. That tradition is growing, too. MaCher, who supplied the gift with purchase cosmetic bag, held their own shopping get-together at their headquarters in Venice, California. “Participating brands have as much to celebrate as we do,” said Cancer and Careers Executive Director Kate Sweeney. Their efforts help cancer survivors get back to work and everyday life. It’s a powerful partnership.”

Beauty with Benefits 2017 Participating Brands

• bareMinerals • MAC
• Buxom • Mally
• Calista Tools • Million Dollar Tan
• Derek Lam • NEST Fragrances
• Dior • NuFACE
• Dr. Dennis Gross • Origins
• ELEMIS • Perricone MD
• First Aid Beauty • philosophy
• Givenchy • Shiseido
• GLAMGLOW • SK-II
• hairdo by HairUWear • Smileactives
• iluminage • St. Tropez
• IOPE • T3
• IT Cosmetics • tarte
• Josie Maran • TULA
• Julep • Vita Liberata
• Kate Somerville • WEN
• Laura Geller  

[1]QVC remits 80% of the purchase price of donated merchandise sold by QVC during the annual promotion period to Cancer and Careers.