Lewis says, because the positioning as a natural and socially conscious brand is clear and compelling, built around the simple message of a unique ingredient. Josie’s passion and playful approach to her brand’s storytelling are also incredibly appealing. QVC noticed the brand appeal, too. QVC called me they’re always looking for new, hot brands.
But the first time I went to QVC with our lip palette on Earth Day, it didn’t work, Maran recalls. I decided to take a year off QVC but once I realized that argan oil was doing well, I called them back and told them I thought we should go in that direction instead…then I went on QVC and it sold out instantly. It’s been a huge success.
Ellen Lennon, QVC’s director of beauty merchandising, confirmed that the oil, paired with a color stick in a package, has been the top performer for the line.
[Josie Maran] filled a void within our I realized I had a lot to learn and dove in. Trying to make things in a different way hasn’t been easy, but it’s made me work harder. I think I was put here on this planet to help the world see that we can do things in a different, better way.
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