QVC’s Director of Beauty Merchandising, Claudia Lucas, has years of proven experience identifying emerging trends in the beauty industry. She has particularly honed knowledge of the premium/luxury cosmetics and beauty industry. As the woman that millions of other women turn to for advice, she has a keen and flawless eye for what they need and want. We asked her to take a minute out of her busy schedule to share with Cosmoprof North America what inspires her and what she sees as the next big thing in the beauty industry and on shopping television.

So is there a huge difference going from a brick and mortar specialty environment, such as Henri Bendel to shopping television? What are some of the similarities and differences?

It certainly is different. I have been fortunate in my career to have worked across various retail channels in beauty. I started in travel retail, and then went to department stores, then specialty and now direct to consumer. The way we do business on day to day bases is very different from a traditional environment. My real estate is my airtime and it’s about driving productivity in that airtime. B&M stores can grow their business by opening more stores – unfortunately that doesn’t work in our world because there is no way right now to extend a day beyond 24 hours! It then becomes what each minute is worth plus how we develop our other retail platforms such as web and mobile. The one constant is understanding and knowing your customer so that you can best meet her needs and expectations.

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