Not Just Lip Service: QVC Asks Women How They Really Feel About Lipstick


In celebration of National Lipstick Day (July 29), QVC surveyed more than 500 female customers to learn more about their lipstick habits and preferences. Among the findings:

  • Of women surveyed, 76% started wearing lipstick before the age of 20 years.
  • Seventy-four percent of women own at least 10 lipsticks at any given time…
  • …and 70% are willing to spend $10–20 on a lipstick.
  • One-third of women are reluctant to try a bold red lip color.
  • Other shades women are shy to try? Orange/coral, purple/berry, burgundy/maroon and hot pink.
  • Twenty-seven percent of QVC customers use lipstick or lip gloss more than once a day.
  • QVC’s top lipstick brands are IT Cosmetics, Doll 10, Laura Geller, Givenchy and bareMinerals.

When it comes to making a purchase, participants cited most important factor as quality, followed by not testing on animals; price; product ingredients; and, lastly, the brand.

Related: How I Got My Brand on QVC

Per the NDP Group, prestige lip color saw sales of $668 million in the U.S. in 2017 (as quoted in the survey); that same year, QVC sold more than 1 million lip products. Over the course of its 32-year history, QVC has sold 28 tons of lip products.

“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.”

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