The totals are in. This year’s QVC, HSN and CEW Presents Beauty with Benefits was the biggest in the fundraiser’s seven year history, on-track to contribute an astounding $2.2 million-plus in support of Cancer and Careers, more than a 65% increase from last year’s total donation. “We had to catch our breath when we found out,” said Rebecca Nellis, Executive Director of Cancer and Careers. “It’s emotional for us, because it opens up new worlds of what we can do for working survivors. It changes their future.”
All stats for the event were up, from the number of participating brands (which jumped from 35 to 66), to the percentage donated to Cancer and Careers (83.1%), to the number of complete product sell-outs (36 on QVC alone.) “The addition of HSN this year was a huge boost,” reported Rob Robillard, Vice President of Buying, Integrated Beauty at HSN & QVC. “It expanded the initiative to include new audiences, new content and storytelling, and of course, new products.” The HSN audience was quick to embrace the cause, fueling 16 sell-outs during the live broadcast, which wrapped up a full 20 minutes early once inventory was gone. “The HSN audience is telling us that there’s room for growth,” said Rob.
The coveted Gift with Purchase bag, valued at $208 this year, also showed surging interest. More brands wanted to be included than ever before (13 donors in total), and thousands more customers clamored for it—more than 65,000 bags were distributed. “We actually ran out of bags and had to send about 1,500 to customers a little later than expected,” said Jennifer Morell, Senior Cause Marketing Partner, Community Affairs. “The demand is so strong. It opens up our thinking on what we can do to treat customers for shopping, while showcasing companies for donating.”
There were six new brands featured live or online for the first time, including BECCA, Smashbox Cosmetics, and Moroccanoil, which joined perennial favorites such as Laura Geller, philosophy, Mally Beauty, bareMinerals, Perricone MD, MAC Cosmetics, and WEN by Chaz Dean.
The event’s social media results also grew this year, with six beauty and lifestyle influencers joining forces for a collaborative video PSA. With the help of Facebook Premiere, organic coverage of the shoot was shared on both QVC and HSN’s flagship pages. In total, 3.9 million Beauty with Benefits social impressions were captured (over half a million from Instagram alone.) Digital marketing showed positive growth as well. Pro-bono digital PSA campaigns ran across multiple Condé Nast titles, including Allure, Glamour, The New Yorker, and Self, as well as on Bridal Guide and Byrdie.
Asked why 2019 was such a standout year, Rebecca commented, “It’s all about the brands, the cause, and the seven-year partnership we share with QVC—and now HSN. Our teamwork is so strong that it allows for the creativity and vision to keep dreaming big.”
Planning for 2020 is well underway. “We used to have down-time,” said Jennifer. “Now brand solicitation, as well as big-picture brainstorming for Beauty with Benefits starts as soon as the broadcasts end. There is so much momentum. We can’t wait for what’s to come.” Judging by its track record, bold, new things are in store.
If interested in participating in Beauty with Benefits 2020, or in supporting Cancer and Careers, please contact Leticia Bennett at email@example.com.