Press Release

Our Lips Are (Un)sealed: Survey Shows How Women Really Feel About Lipstick

July 27, 2018: Multiplatform Retailer Surveyed over 500 Customers in Honor of National Lipstick Day

WEST CHESTER, Pa. (July 26, 2018) – Pucker up! When it comes to cosmetics, QVC, home to more than 300 beauty brands, knows a thing or two about what women want. In celebration of National Lipstick Day on July 29, the multiplatform retailer surveyed over 500 female customers* to learn more about their lipstick habits and preferences.

But First, Lipstick

  • According to the NDP Group, prestige lip color sales for 2017 totaled $668 million in the U.S.**
  • During QVC’s 32-year history, 28 tons of lip products have been purchased, and over 1 million lip products were sold in 2017 alone.
  • 76% of women surveyed started to wear lipstick before the age of 20.

“It is no surprise that lipstick becomes an important part of a woman’s beauty routine at a young age,” said Rob Robillard, Vice President of Integrated Beauty for QVC, HSN and zulily. “A little lipstick can truly make a big difference. It’s easy to use and experiment with, and it has the ability to completely transform how you look and feel. For example, while our survey uncovered that a red lip is still the most intimidating to women, it can be a very bold, powerful color that can give a quick boost of confidence.”

Read Our Lips: Lipstick Is Here To Stay

  • The majority of women own at least 10 lipsticks at any given time and are willing to spend up to $20 on a lipstick purchase.
  • According to Simmons Connect, over a quarter of QVC customers use lipstick or lip gloss more than once a day.***
  • When it comes to choosing a lip product, the most important factor is quality, followed by no testing on animals, price, product ingredients and lastly, the brand.

“Consumers today are incredibly savvy, and there’s a growing demand for transparency when it comes to the products they’re using,” added Robillard. “I think we will continue to see new lip products and formulations emerge that embrace what customers are asking for without sacrificing the quality and results they’ve come to expect.”

Not Just Lip Service

QVC, part of the Qurate Retail Group, which is the third largest eCommerce retailer in North America, prides itself on customer connection. Through frequent surveys, focus groups and real-time social conversation tracking, QVC’s Consumer Insights and Analytics teams can quickly identify trends and react in real-time to continue surpassing customer expectations.

“What makes the QVC shopping experience so special and engaging is that we not only give our customers quality product at a great value, but we connect them with the experts to learn tips and tricks for using the product. Our beauty customers crave this knowledge, and it makes them more confident shoppers,” said Robillard.

View all results of the survey in our National Lipstick Day infographic, here.


QVC Media Relations
Tel: 484.701.1647

About QVC, Inc.

QVC, Inc., exceeds the expectations of everyone we touch by delivering the joy of discovery through the power of relationships. Every day, in nine countries, QVC engages millions of shoppers in a journey of discovery through an ever-changing collection of familiar brands and fresh new products, from home and fashion to beauty, electronics and jewelry. Along the way, we connect shoppers to interesting personalities, engaging stories, and award-winning customer service. Based in West Chester, Pa. and founded in 1986, QVC has more than 17,000 employees and has retail operations in the U.S., Japan, Germany, United Kingdom, Italy, France, and through a joint venture in China. Worldwide, QVC engages shoppers on 14 broadcast networks reaching approximately 370 million homes, seven websites, and 220 social pages. Visit to learn more.

QVC, Inc., is a wholly owned subsidiary of Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB), which includes QVC, HSN, zulily and the Cornerstone brands (collectively, “Qurate Retail Group”), as well as other minority investments. Qurate Retail Group believes in a third way to shop -- beyond transactional ecommerce or traditional brick-and-mortar stores -- and is #1 in video commerce, #3 in ecommerce in North America and #3 in mobile commerce in the U.S. (according to Internet Retailer). For more information, visit QVC, Q, and the Q Ribbon Logo are registered service marks of ER Marks, Inc.


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