QVC partners with Magic Radio to support midlife wellbeing

Bauer Media has partnered with multichannel retailer QVC to promote midlife wellbeing through a new sponsorship on Mellow Magic.

Running from September to December, QVC becomes the official sponsor of Mellow Magic, the station hosted by Nicki Chapman that focuses on relaxation and self-care. The collaboration aligns with Menopause Awareness Month, aiming to reframe conversations around menopause and midlife health.

As part of the campaign, QVC is also sponsoring Mellow Musings — Nicki’s daily segment sharing positive reflections and insights. Bauer says the partnership supports a shared goal between both brands to connect with audiences through warmth and empathy.

Beyond radio, the partnership will extend to a social content series across Magic and Greatest Hits Radio, featuring well-known Bauer presenters discussing their own experiences of menopause, confidence, and managing stress.

Three co-branded articles will also appear on *Grazia*’s website, supported by QVC’s network of menopause experts offering advice and confidence-boosting tips for women in midlife.

Claire Foster, Bauer Media’s Commercial Chief Operating Officer, said radio provides a powerful connection with listeners. “With Mellow Magic and our broader portfolio, we’re creating the perfect platform for QVC to spark open, honest conversations about midlife wellbeing,” she said.

Caroline Cornabe, Commercial Director at QVC UK, added that the collaboration strengthens QVC’s commitment to supporting women in midlife. “We’re empowering them with tools, products and expert advice to approach this life stage with confidence,” she said.

The campaign will also use Bauer’s Illuminate targeting platform to reach women over 45 with an interest in beauty, wellness, and self-care.