Bauer Media has announced a new partnership with leading live shopping destination QVC, which sees the brand become the official sponsor of Magic Radio’s Mellow Magic.

The collaboration, which ties in with Menopause Awareness Month in October, builds on QVC’s 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’re 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’s shared mission: to support audiences with warmth, empathy, and positivity.

To extend QVC’s message beyond radio, Bauer is launching a social content series, bringing together Bauer’s 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,  Stress Management and Moments of Calm. Each episode will be amplified across Bauer’s 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’s 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’s 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: “We know that radio has the power to connect deeply with audiences. With Mellow Magic and our broader portfolio, we’re 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.”

Caroline Cornabe, Commercial Director, QVC UK, added: “QVC is committed to 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: “Partnering with Bauer Media allows us to share authentic, relatable stories from well-loved Magic and Greatest Hits Radio presenters, alongside utilising Grazia’s vast reach and trusted editorial voice, raising awareness of QVC’s offering in this space among our target audience.”