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The Channel

Americans are wholeheartedly embracing direct response television (DRTV) shopping for their beauty purchases. DRTV is a multibillion-dollar industry and a lucrative channel from which to promote groundbreaking new brands to women with upper-level household incomes.

Beauty manufacturers, small and large, from organic to prestigious, are embracing DRTV as a valuable partner in introducing or reintroducing brands to a growing number of ardent DRTV fans. DRTV's half-hour show concept brings in-depth education and proof-of-concept to women who want the convenience, entertainment value, and cost savings associated with buying through this medium. With the rise of the Internet, and the fall of beauty sales at traditional department stores and other retail locations, DRTV is a natural extension of this woman's high-tech lifestyle, and a welcome addition to her otherwise busy day.