Well, butter our buns and call us a biscuit!
QVC has assembled a pretty, pretty impressive list of women 50 and older for a new initiative, targeted at our demo. The “Q50” includes Christina Applegate, Patti LaBelle, Rita Wilson, Naomi Watts, Martha Stewart and Queen Latifah. Stewart and Latifah are from New Jersey, like us, BTW.
The “Age of Possibility” campaign kicks off at an April 24 summit in Las Vegas.
Here’s the press release from corprate in West Chester.
April 16, 2024 – 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 http://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.”
According to QVC, there is an “alarming gap between how much women expect from life after 50 versus how little the world actually supports those expectations.”
In a third-party research survey, 3,713 respondents found that 62% of women ages 50 to 70 feel that entering age 50 and beyond is viewed by society as a time of decline – and the No. 1 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.
Shawn Killinger, a polarizing QVC host, weighed in and is part of the club.
“We are breaking boundaries and dismantling old stereotypes,” she said in a statement. “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.”
QVC managed to toot its own horn by noing that it has programming — “Over 50 & Fabulous” and “Over 50 & Fabulous – The Aftershow” — aimd at this age group.
The Age of Possibility will kick off with a first-of-its-kind summit in Las Vegas on April 24, bringing together the Q50.
“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,” the network said.”
It is also introducing a new Facebook Group, Over 50 & Fabulous!