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

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!

The 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.

She 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.

And 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 communications.

Source: WWD