The shopping channel is inviting customers in the French capital to receive makeovers and take part in beauty workshops
Shopping channel QVC has opened its first-ever French pop-up store.
Located in Paris, at 6 rue des Archives in the Marais, the store opened on 7 September and will remain open until 21 September, from 11.00am till 7.30pm.
The 180sqm space will offer beauty workshops and fashion advice, as well as relaxation areas with tea and a ‘digital shopping experience’.
QVC has also devised a jewellery offering and a beauty box in collaboration with local magazine Madame Figaro as exclusives during the store’s opening period.
Among the ateliers on offer are ‘Make Up’, which includes beauty advice from a make-up artist, along with a flash makeover.
A fragrance discovery session with British naturals brand Shay & Blue is also available; a nail bar, including an introduction to nail art and discovery of the Nailberry brand; a hair styling session focusing on plaits and braids; and a ‘Photocall’ session where the visitor gets to take away a fully staged and lit beauty portrait.
The US-owned company moved into France in 2015, setting up a TV station and a website, qvc.fr.
It also ran a TV campaign and then went on a tour of five French cities in June 2016, to introduce the teleshopping concept to French consumers.
The channel is publicising its pop-up shop with a 30-second film on Youtube at and has set up a dedicated website for the pop-up at qvcparis.fr, where customers can book appointments and alert their friends on social media.
This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business