Immersive Brand Experience & Social Activation / QVC Beauty Bash
Creative Direction
Event Branding
Environmental Design
Social Content
Creative Direction: Clarissa Z.
Identity Design: Danielle K.
Environmental Design: Aileen D.
QVC’s audience was watching TV. The next generation was on TikTok.
So we brought QVC off the screen and into the room. Shine Together was a three-day immersive beauty experience at the Fillmore in Philadelphia, featuring 40 beauty brands and 17 speaker sessions with personalities including Ryan Seacrest, Jamie Kern Lima of IT Cosmetics, and Poppy King.
CASE STUDY
From the TV screen to the dance floor
SITUATION
QVC’s core audience is loyal but older, and not very active on social. To grow, QVC needed to reach a younger generation of beauty shoppers, and in beauty, trust is built in person, with the founders and experts behind the products.
TASK
Create a live beauty experience people would want to attend and share.
Bring QVC’s brands and founders face to face with a younger audience.
Turn a three-day event into lasting engagement and sales after the doors closed.
ACTION
1. Built the “Shine Together” experience. Led creative direction for the event brand and the space, working with our identity and environmental designers.
2. Put founders and experts center stage. 40 brands and 17 speaker sessions, so guests could learn directly from the people behind the products.
3. Designed it for social from the start. Instagram-ready moments throughout the venue, live content on Instagram, TikTok, and Facebook, and #BeautyBashPHL tying it all together.
4. Measured what happened next. Every mention was tagged, and QR codes tracked which guests came back to shop after the event.
RESULT
About 6,500 guests, more than any previous year.
Strong live engagement across Instagram, TikTok, and Facebook.
Gift bags valued at more than $600 per guest.
A measurable path from the event back to QVC, through tagged mentions and QR codes.