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The Resounding Return of Love, Indus to QVC
Emerging from the vibrant fusion of South Asian culture and skincare innovation, the brand Love, Indus is making headlines again as it returns to QVC this December, following its wildly successful sellout debut. This feature on the popular shopping network marks its third appearance in less than six months, providing a testament to its growing brand recognition and consumer demand.
Record-Setting Debut: How Love, Indus Stole the Show
When Love, Indus first launched on QVC on November 1, 2023, it was nothing short of a phenomenon. In just about eleven minutes, 1,250 units of the Amrutini Luminosity Dewdrops serum sold out, generating a staggering 400-order waitlist. Reflecting on the success, Love, Indus founder Surbhee Grover stated, “That rarely happens for a new brand, especially during the competitive holiday season.” The brand's pricing strategy, offering the serum at $99 instead of its retail price of $135, played a crucial role in capturing customers’ attention.
The Power of Storytelling in Skincare Marketing
On platforms like QVC, powerful storytelling is essential for brands looking to establish themselves. Grover credits QVC host Alberti Popaj's passionate endorsement as a key factor in their rapid sellout. “He had used the serum for three weeks and saw a visible difference in his skin,” Grover noted, emphasizing the authentic connection forged through personal testimonials that resulted in consumer trust.
Challenges and Triumphs: A Journey of Investments
Launching on QVC is no small feat, especially for a bootstrapped brand like Love, Indus. Grover mentions the significant investments made, which included clinical trials ($50,000), custom packaging, and photography. These expenses, while daunting, ultimately pay off; the clinical trials can be utilized on their e-commerce site, allowing for diversification in sales channels. The commitment to high-quality standards—even achieving Leaping Bunny certification—helps Love, Indus maintain an image of reliability and ethical practices.
Sustaining Momentum: The Halo Effect of QVC
It’s one thing to make a splash on QVC; it’s another to maintain momentum. After a fruitful debut, the brand also noted a boost in sales from other retailers, such as Macy’s and Neiman Marcus. Grover shares her perspective, stating, “You see a lift for a couple of weeks or months, but you’re not going to live off that halo forever.” This honesty about the ups and downs of retail underscores the necessity of sustained marketing efforts.
What’s Next for Love, Indus?
Although Love, Indus didn’t expect to return until 2025, QVC invited them back for another segment on December 20. For this appearance, the brand introduced the Freedom of Expression Line Limiter, priced competitively at $66 for QVC viewers. While approximately 65% of the inventory sold during this segment, Grover recognized the challenges posed by timing and segment length, noting the obstacles many brands face in consistently meeting high expectations.
As Love, Indus continues on its journey through traditional and modern retail avenues, the overarching narrative of resilience and adaptability resonates with consumers. It serves as a reminder that successful branding is an ongoing effort, firmly rooted in connection, quality, and innovation.
Call to Action: For skincare enthusiasts looking to explore authentic, South Asian-inspired beauty products, be sure to check out Love, Indus on QVC and embrace the quality and care they bring to skincare.
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