HSN CEO Mindy Grossman in a press release said that the “groundbreaking success of My Life on HSN changes the existing business model for a prestige fragrance launch and reinforces [HSN's] role as a retail innovator.”  Grossman expanded on this remark during HSN’s second quarter earnings call this morning, describing the launch as the kind of “appointment-to-view event” that helps the retailer acquire new viewers and maintain interest among its existing customer base.  Rochelle Bloom, president of The Fragrance Foundation, also found significance in the launch, according to the same news release.  She said, “the success of Mary J. Blige’s fragrance and her personal message proves their power to reach out and entice a vast, broad consumer who loves and wants fragrance.  Bravo HSN and Mary J.!”

The launch of My Life shattered the previous record for fragrance units sold on HSN, and 20% of purchasers were new customers.  The launch also resulted in a dollar-per-unit, $60,000 contribution to the Foundation of the Advancement of Women Now (FFAWN), a non-profit co-created by Ms. Blige to assist women in need.  FFAWN’s co-founder is Steve Stoute, chairman & lead investor of Carol’s Daughter, the beauty company that partnered with Blige to create the My Life fragrance.  HSN Inc. Press Release Aug. 3, 2010