The shopping entertainment destination
introduces its first-ever Quintessential 50 (Q50) comprised of 50
authentic and inspiring female celebrities, activists, business
leaders and lifestyle experts who exemplify the possibilities of
life over 50.
Members of the Q50 include Christina Applegate, Patti LaBelle, Rita
Wilson, Naomi Watts,
Martha Stewart, Queen Latifah and many more; Age of Possibility
campaign to kick off April 24 with
Summit in Las Vegas.
WEST
CHESTER, Pa., April 16,
2024 /PRNewswire/ -- QVC®, a world leader
in live shopping, today announced the brand's next chapter which
will embolden women over the age of 50 to seize what's next
from a life stage that is too often ignored and under-supported by
mainstream brands. Declaring this chapter of life after 50 as the
Age of Possibility, QVC's new campaign platform aims to
reflect age 50+ for what it really is: a vibrant stage of life,
full of new questions, changes, opportunities and hopes.
As part of the Age of Possibility, QVC is introducing the
Quintessential 50 (Q50), comprised of QVC hosts,
celebrities, activists, entrepreneurs and more, whose experiences
and achievements prove the possibilities that this time of life
offers for women. With their fresh input, unique perspective and
modern taste, the Q50 will help guide QVC's efforts to support
women in their Age of Possibility by influencing QVC's
programming and product offerings.
The Q50 features a dynamic group of women including celebrity
entertainers such as Christina
Applegate, Queen Latifah,
Naomi Watts, Patti LaBelle, Rita
Wilson, Sherri Shepherd,
Sandra Lee and Kathie Lee Gifford; public figures including
Billie Jean King, Donna Kelce and Tamsen
Fadal; influential leaders including Dr. Mary Claire Haver, Karen
Knudsen and Joy Bauer;
friends and vendors of QVC such as Martha
Stewart, Mally Roncal,
Carla Hall and Kim Gravel; and many more. See here for the full
list www.qvc.com/50.
"QVC has a longstanding relationship serving the 50+ customer,
and we're uniquely positioned to launch this dedicated effort that
we hope will spur a cultural shift in attitude and behavior towards
women over 50," said Annette
Dunleavy, Vice President Brand Marketing, QVC, and a member
of the Q50. "The Age of Possibility platform represents an
underestimated period of freedom, exploration and transformation to
look forward to as women age, a prime time of a woman's life where
anything is possible and living in authenticity is
unapologetic."
QVC's new platform was inspired by the alarming gap between how
much women expect from life after 50 versus how little the world
actually supports those expectations. This was reinforced by a
survey¹ the brand conducted with third-party research firm YouGov
in March 2024. The survey of 3,713
respondents found that 62% of women ages 50-70 feel that entering
age 50 and beyond is viewed by society as a time of decline – and
the number one misconception these women are most excited to prove
wrong is that they are resistant to change and new experiences.
The survey also found that only 31% of women ages 50-70 feel
supported by brands – as compared to 58% of women ages 18-29 and
41% of women ages 30-49 – reaffirming the importance of the Age
of Possibility as an ongoing, authentic commitment for QVC.
"QVC is making it our mission to champion women over 50 and
build a community and platform where they can come together to
share their experiences and celebrate who they are. We are proud to
be one of the first mainstream brands stepping up in this way to
show dedicated support and celebration for this chapter in women's
lives ," added Dunleavy.
"We are breaking boundaries and dismantling old stereotypes,"
said Shawn Killinger, QVC Program
Host, and fellow Q50 member. "Aging with passion and purpose is
something that should be sought, not fought. Everything I have
always wanted has come to me later in life when I was truly ready
to experience it. Being a part of the Q50 is no exception, and I'm
honored to be involved with this new platform and engage with women
in all stages of their Age of Possibility."
As QVC drives a critical perception shift around women 50 and
beyond, the brand itself is also entering a new chapter. By
advancing modern retail with fresh perspective and relevant
products, programming (e.g., popular QVC broadcast series "Over 50
& Fabulous," and "Over 50 & Fabulous – The Aftershow")
and dedicated resources across linear TV, ecommerce sites, digital
streaming and social platforms – QVC's goal is to make women over
50 feel both seen and supported.
The Age of Possibility will kick off with a
first-of-its-kind summit in Las
Vegas on April 24, bringing
together the Q50 for an intimate day of compelling conversation,
creative inspiration and cultural truths. The summit will usher in
a series of localized Age of Possibility activations, with
the brand making stops across the country to engage with QVC fans
and women right in their communities. QVC is also
introducing a new Facebook Group, Over 50 &
Fabulous!, where 50+ women can connect with one another and
share what they know and love.
To learn more about the Age of Possibility and view the
full list of QVC's Q50, click here: www.qvc.com/50.
1 A March
2024 survey fielded by YouGov of 3,713 U.S. based women and
men between the ages of 18-70 (all survey data within this release
is from this survey, unless otherwise noted)
About QVC
QVC® is a world leader in
video commerce ("vCommerce"), which includes video-driven shopping
across linear TV, ecommerce sites, digital streaming and social
platforms. QVC empowers shoppers with knowledge and shares insights
in a lively and engaging way. QVC offers an ever-changing
collection of familiar brands and fresh new products – from home
and fashion to beauty, electronics and jewelry – and connects
shoppers to interesting personalities, engaging stories and
award-winning customer service. Based in West Chester, Pa., and founded in 1986, QVC has
retail operations in the U.S., the
U.K., Germany, Japan and Italy. Worldwide, QVC
reaches more than 200 million homes via 13 TV channels, which are
widely available on cable/satellite TV, free over-the-air TV, and
digital livestreaming TV. The retailer also reaches millions of
customers via its QVC+ and HSN+ streaming experience, websites,
mobile apps and social pages. To learn more,
visit corporate.qvc.com, follow @QVC
on Facebook, Instagram or Twitter,
or follow QVC
on Pinterest, YouTube or LinkedIn.
Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, QRTEP) is
a Fortune 500 company that includes the Qurate Retail
GroupSM portfolio of brands as well as other
minority interests. Qurate Retail Group is the largest player in
vCommerce and comprises six leading retail brands – QVC,
HSN®, Ballard Designs®,
Frontgate®, Garnet Hill® and
Grandin Road® – all dedicated to providing a more
human way to shop. For more information,
visit qurateretailgroup.com, or follow Qurate Retail
Group on YouTube or LinkedIn. QVC and
Q are registered service marks of ER Marks, Inc.
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SOURCE QVC