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HSN Expert Lynne Ronon Shares Tips for Smarter Home Shopping

by Karen Robinovitz (Subscribe to Karen Robinovitz's posts)
Posted Apr 28th 2010 at 6:00PM  
15 Comments
Share

Karen Robinovitz on the set of HSN. Courtesy Photo

Are you a fan of home shopping but feel like you always miss the best deals? Or maybe you're interested in getting your own brand on TV but don't know where to start?

Purple Lab founder Karen Robinovitz wondered the same things before launching her beauty brand on HSN this past February.

Sure, she almost declared bankruptcy getting there and spent two anxiety-filled years clawing her way to success, documenting the process in her StyleList column Beauty BLab, but Robinovitz has finally realized her dream. Now she wants others to learn from her experience.

"Being able to present your brand -- and your dream -- to so many women at once through HSN is the most amazing experience I have ever had," says Robinovitz, who returns for her second series this week (April 29 at 2 a.m., 2 p.m., and 8 p.m.; and April 30 at 10 a.m. and 3 p.m,), where she'll present four new shades of Huge Lips Skinny Hips and a new silicone-free primer called Pearlesque Show.

Lynne Ronon, HSN's executive vice president of merchandising. Courtesy Photo

To prepare, Robinovitz sat down with Lynne Ronon, HSN's executive vice president of merchandising, for her insights on how to succeed on the show, along with expert advice on how all of us can best shop.

Karen Robinovitz: What time should we watch HSN for the best deals?
Lynne Ronon: Midnight rules! We launch the best value of the day, called the "Today's Special," at midnight. So set your alarm clock or DVR.

KR: What are five products people cannot afford to miss?
LR: Purple Lab's new Pearlesque Show Primer, airing April 29 and 30, and Rarities Fine Jewelry with Carol Brodie, airing April 29. Don't miss the two-day upcoming Summer Style Designer Event presented by Lucky Magazine on May 19 and 20. It features the hottest products from American Glamour Badgley Mischka, Hutton Wilkinson Jewelry, as well as Lucky Capsule Collection designers such as F + C by Foley and Corinna, Gerard Yosca, and Pade Vavra.

KR: What crazy things have happened on air?
LR: We have had circus animals, unplanned visitors such as birds in the studio, laughing fits, models falling, people walking in front of the camera, entertaining callers... It's live TV!

KR: What do you do if someone freezes on air? It has to be scary!
LR: Our hosts are the consummate professionals. If a guest stumbles, the host steps in and catches him/her immediately. It would be incredibly rare that the customer would know. Sometimes newer hosts aren't as polished at stretching or stepping in for a lost guest, and you may see a host lose track. But they are well trained to pick up the ball, and there is always B roll to run!

KR: HSN has really changed recently, with celebrities and lots of new brands. What's going on?
LR: We have transformed our network into a network focused on developing lifestyle programming and creating engaging experiences for our customers that entertain and inform.

Robinovitz on set with models. Courtesy Photo



KR: What do you look for in new brands coming to HSN?
LR: A great product is the first point of entry. But just as important is a great story and a great storyteller.

KR: It's my second time on HSN. Any tips you can give me, especially after seeing my first shows?
LR: You had a terrific debut, and we're looking forward to your return. You have great charisma as a storyteller and customers enjoy hearing the inspiration behind your products, the passion you have for innovation, and your ability to create communities through the use of social media.

KR:
Thank you. I'm blushing. What do you think works and doesn't work?
LR: Authenticity and, of course, a great value [work]. Our customers are looking for a unique product, something slightly different than they are seeing in the marketplace. The ideal product/guest combination is an authentic guest who is involved with and passionate about his or her product. Respect for our customer is key. If a new partner doesn't embrace our world, it shows, and the product won't sell.

KR: Is there a Top 10 list for a brand spokesperson to have a better on-air presence?
LR: We wish! But the variety of what we do keeps the customer watching so we are careful to have each brand look and feel different on our air while continuing to fit in the overall look and feel of HSN that the customer is used to seeing.

It also varies from category to category: Jewelry is about romance, design, how will this product make you, or the recipient, feel when they wear it? Ready-to-wear is about informing the customer on trends, how to wear our fashion, what will look great on our customer. Electronics are about expertise, demonstrations, and showing what a product can do for you. Home is about giving our customers all of the information to efficiently improve their home and make it look exactly how they want it. We show product in many different styles of homes so customers can imagine owning a product and feel that it will enhance what they already have.

KR: What do you think makes HSN so addictive? I cannot turn it off!
LR: There is always something new and exciting!

KR: It's true!

Karen Robinovitz, the founder of Purple Lab and creator of Huge Lips Skinny Hips lip gloss, dishes on the trials and tribulations of creating your own makeup line. Read her all her Beauty bLab columns here.
Read All Comments
Filed under: Beauty, News, Makeup, Shopping
Tags: Beauty, HSN, Huge Lips Skinny Hips, HugeLipsSkinnyHips, Karen Robinovitz, KarenRobinovitz, Lynne Ronen, LynneRonen, Pearlesque Show, PearlesqueShow, Purple Lab, PurpleLab, silicone-free primer, Silicone-freePrimer
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READER COMMENTS

(15)Add A Comment

jay blu, 5-05-2010, 9:20PM

2.5 stars vote downvote upReport
jay blu

Shop QVC better selection, better prices, thirty day no questions ask returns; and the host are the best!

Reply »

bon, 5-05-2010, 9:47PM

2.5 stars vote downvote upReport
bon

HERE'S THE BIGGEST SECRET!!! I worked there for 8 years and all they sell is CRAP!!! Everything is cheap crap and most of it is broken, and they just keep sending it out until it doesn't get sent back. Plus, they're all smiles on tv but once the camera goes off they're complete lunatics! (not all, but most) The company itself treats the employees like garbage. Everything is MAGNIFIED on tv, and when it arrives, you'r always disappointed.

Reply »

angelout, 5-05-2010, 10:33PM

2 stars vote downvote upReport
angelout

EVERYONE AND THEIR CAT IS IN TO MAKE UP AND JEWELRY AND FASHION. THESE AREAS OF MERCHANDISING ARE COMPLETELY SATURATED BEYOND BELIEF. ITS TIME FOR WOMEN TO REFOCUS ON REAL CAREERS.WHAT KIND OF SOCIETY IS THIS, HOW MANY BRANDS OF MAKEUP PRIMER DO WE NEED A JIZILLION?

Reply »

Joe, 5-08-2010, 7:46PM

2 stars vote downvote upReport
Joe

What a stupid ass NON story.

Reply »

PLM, 5-05-2010, 11:47PM

2 stars vote downvote upReport
PLM

I purchased a custom Oil Portrait by Everly Originals through HSN, paid $314.77 for our daughter's Wedding.
Received the packet from Everly and mailed in the pictures, was told it could take up to 6 months since it was a Hand Painted Portrait. I called on month 5 to check, could not get Everly so I called HSN. They proceeded to tell me how sorry they were that Everly went out of business and they could do NOTHING! No refund, no credit, nothing but I'm sorry!
They have my $314.77 and I have NOTHING! How fair is that?
I had been a loyal customer of HSN for many years, even counted up just the Camcorders we have purchased from them over the years, 6 to be exact...never again!

Reply »

Bozzy, 5-05-2010, 11:51PM

3 stars vote downvote upReport
Bozzy

This "arrticle" is like what..a PAID ADVERTISEMENT/ COMMERCIAL and AOL should be ashamed to "highlight" it as IF newsworthy/informative and etc !! Would make for een MORE wariness of what presented but htis is NOT a FIRST for AOL which is a COMMERICIAL network and one that has little integrity for presentations that are more presumptuous !! After a few viewing of garbage comercials like this, one learns quicky to ignor and head elsewhere but really is SHODDY work by AOL !!!

Reply »

karen, 5-06-2010, 6:31AM

2 stars vote downvote upReport
karen

Did you see Pretty Woman fragrance on ShopNBC last week? I have it and it is getting huge reviews!

Reply »

TSL, 5-06-2010, 1:40AM

2.5 stars vote downvote upReport
TSL

I will NEVER shop at HSN again. I too was hoodwinked! They taught me a valuable $$$ lesson about "life-time warranty"... when they say "life-time warranty" make sure you ask the question -- whose life? I purchased some "Ultex Cookware" by Innova through HSN; when the crap started sticking (which according to HSN was impossible), I called to used the gurantee replacement warranty and I got the same crap answer as PLM, who got jacked out of $300+ for an Oil Painting. I'm going to BLOCKING HSN from even showing on my television. Better yet, maybe I'll write the FCC, Consumer Affairs and whoever else will listen, and tell them to make HSN a "PAY CHANNEL" that'll teach'em.

Everyone who has had a bad experience, FILE A COMPLAINT.

http://www.complaintsboard.com/complaints/hsncom-innova-inc-ultrex-gourmet-quality-cookware-c31175.html

NEVER SHOP HSN!!!

Reply »

Seette, 5-06-2010, 3:57AM

2.5 stars vote downvote upReport
Seette

Be VERY careful what you buy---every thing they sell, each host praises the product to the sky as if he or she uses it. Be sure it is what you want. It is all a big commercial. Remember, you pay tax and shipping as well. Not always a good deal. Be careful.

Reply »

linda, 5-07-2010, 3:03AM

2 stars vote downvote upReport
linda

hsn can't hold a candle to q.v.c.'s customer service.q.v.c. will go above and beyond to make the customer right!!they are friendly and kind, no matter what the problem. if h.s.n. could match this they'd have it made....they do have more fun clothes and accessories...much trendier....so, please, talk to your phone operators. it can make or break a sale!!! customer service is EVERYTHING today.

Reply »

Jeanean, 5-06-2010, 6:12AM

2 stars vote downvote upReport
Jeanean

I did not see anything about how to get your product on air.....
I think my mini bags would be a great addition if I could get them mass produced.
Guess I need to do a bit more research.
Boutique Tucan

Reply »

Jack, 5-06-2010, 6:41AM

2 stars vote downvote upReport
Jack

she looks like candy spieling bad

Reply »

LB, 5-06-2010, 7:44AM

2 stars vote downvote upReport
LB

Remember these three words: STOP, STOP, STOP before you mindlessly SHOP TIL U DROP on TV !!!!! These home shopping channels want YOUR MONEY..that is all. They sell you all kinds of stuff you do not need...dolls, glass figurines, Lotion, perfume, even ugly clothes...just don't watch and you won't be tempted to BUY.
We live in a society where people are telling us to have and want more and more and this is going to make you HAPPY? Try reading a good book, volunteer, go for a walk and if you are handicapped like me...find something you like to do if it be artwork, knitting, or making calls for thr RED CROSS. They need volunteers everywhere and even by phone to help those in need. These hosts are like sharks waiting for you to tune in and spend all your hard earned money. They are professional infomercial hosts( trained to sell)...acting like "they are your freinds" ha...beware.
Just be careful...tune OUT of the home shopping channels and see how much money you save in just one week! You will be amazed, so God Bless on your new journey to not "want want want more...try to be satisfied with less." You will find happiness not in so many things ...remember the saying.."Take time to smell the roses"..well how about creating a garden? You don't need another china doll to collect dust and suck your bank account dry. I read about one lady's Mom who was buying all kinds of stuff on the home shopping channels...boxes were piled in her house and most not even opened. The sad thing is that she thought these hosts were her "friends" and would buy stuff she did not need. Her mother was addicted to the home shopping because they( the hosts) made her "feel" special.....this is very heartbreaking.

Reply »

Susann, 5-06-2010, 10:53AM

2 stars vote downvote upReport
Susann

Jeanean, I highly recommend you contact Harshaw
Research 1-800-451-1326 ask for Jane Morton.
This company developed my invention and are
now in the process of mass marketing. E:mail
billions1950@aol.com.

Reply »

MARY, 5-06-2010, 2:38PM

2 stars vote downvote upReport
MARY

I happened to tune in the first time she was on with her Purple Lab line. Full of pep, good salesperson, but I did NOT need anything like she was selling.

As far as bad mouthing the various shopping channels, I have to disagree. I used to watch TV and channel surf with the three different shows (HSN, QVC, ShopNBC). Never purchased one item but enjoyed watching the new items and learning what was "in". Once I purchased a computer (had a personal family obligation and no funds until seven years ago) things were terrific. First of all, one should always read the reviews, check the ingredients, etc. There are some jewelry and cosmetic items that are beautiful and well priced, especiall when there is a sale, free S&H, etc. I have genuine jewels in sterling silver that I could NEVER PURCHASE at any nearby store or the mall. The quality is very good. Granted, one needs to know prices due to the shipping and handling, return fees, etc., but that is the chance you take. Once you know certain vendors, it makes it easier. There are many items that I would never purchase online because sizes vary, items are too heavy to return, price is not that great, electronics, shoes, wearables, dishes. I found a brand of cosmetics at ShopNBC (Isomers) that is terrific and the vendor is on often. She is a chemist with her husband and most of the items are creams and serums. There is no way in hell I could get any of these products for what she sell online; she sells under different names for 3-5 times what she sells online. I have purchased dozens of gems in sterling and 10K gold from HSN and 90% are not returned. QVC has some lovely items, too, but I purchase very little there. I did get some sleeping pillows that they raved about and they were the best I ever had; two with tax and S&H were less than $35. This quality would be close to $100 in any department store. Bath and body products are generally good purchases, again when there is a sale and/or free S&H. You just have to know your vendor and trust the company. The shopping channels go out of their way to notify their customers when a certain vendor will be on TV, there are always online specials. Granted, for many this will not work, but for me, it has been a blessing, even when I have to rewrap and stand in line at the Post Office. Forgot to mention - any brand that is well-known and decent usually has a web site. It is amazing what they put on sale. I have one year left of gifts for the holidays and/or birthdays, anniversaries that I purchased from a company four years ago, and the recipients think I am the best present giver when they see the Lenox name on the box. Certain items were $10 that sold for $85 or even $50, not seconds, packaged well and great for my wallet!!!!.

Reply »

 
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