21 October 2025
Bauer and QVC Champion Midlife Wellbeing on Magic Radio
Bauer Media has announced a new partnership with leading live shopping destination QVC, which sees the brand become the official sponsor of Magic Radio鈥檚 Mellow Magic.
The collaboration, which ties in with Menopause Awareness Month in October, builds on QVC鈥檚 long-term mission to reframe conversations around menopause and midlife wellbeing, helping women – and those around them – navigate this life stage with confidence.
From September to December, QVC will take centre stage on Mellow Magic, the home of wellbeing hosted by Nicki Chapman. Known for its soothing soundtrack and reflective tone, Mellow Magic provides an ideal environment to connect with audiences when they鈥檙e winding down, relaxing, and prioritising self-care.
As part of the sponsorship, QVC will also sponsor Mellow Musings, a daily feature where Nicki Chapman shares uplifting thoughts and musings. The partnership reinforces both Bauer and QVC鈥檚 shared mission: to support audiences with warmth, empathy, and positivity.
To extend QVC鈥檚 message beyond radio, Bauer is launching a social content series, bringing together Bauer鈥檚 trusted female talent from Magic and Greatest Hits Radio, who will share candid conversations about their own experiences with menopause and midlife wellbeing.
This social series will tackle the core themes of Menopause, Confidence & Style in midlife, 聽Stress Management and Moments of Calm. Each episode will be amplified across Bauer鈥檚 social channels, supported by 40-second radio trails that highlight standout moments.
Alongside this, the partnership will see 3 co-branded articles published with Grazia online. QVC鈥檚 pool of expert menopause contributors will provide insights to combat the myths around menopause and tips for boosting confidence in midlife.
The partnership will also harness Bauer鈥檚 Illuminate targeting platform, ensuring the campaign reaches women 45+ with a passion for beauty, wellness and self-care, seeking inspiration to enhance their everyday lives.
QVC has been steadily building credibility as a trusted voice in the midlife wellbeing space, aiming to cut through a crowded market where audiences face information overload. By working with Bauer, QVC is amplifying its role as a supportive, visionary guide for women 45+.
Claire Foster, Commercial Chief Operating Officer, Bauer Media, said: 鈥淲e know that radio has the power to connect deeply with audiences. With Mellow Magic and our broader portfolio, we鈥檙e creating the perfect platform for QVC to spark open, honest conversations about midlife wellbeing while showcasing its expertise in supporting women through this stage of life.鈥�
Caroline Cornabe, Commercial Director,聽QVC UK, added: 鈥淨VC is committed to聽championing women in midlife, empowering them with the tools, products and expert advice to approach this life stage with confidence. The scale of this partnership allows QVC to deepen that commitment, and talk not only to women experiencing menopause, but also to those around them.”
Laura Cawthorne, Senior Manager of Retention, Brand and External Relations, QVC UK, added: 鈥淧artnering with Bauer Media allows us to share authentic, relatable stories from well-loved Magic and Greatest Hits Radio presenters, alongside utilising Grazia鈥檚 vast reach and trusted editorial voice, raising awareness of QVC鈥檚 offering in this space among our target audience.鈥�
