Mary J. Blige to Debut New Fragrance and Perform on HSN

 Celebs & Stars, Distribution Channel, DRTV Retailer, Fragrance, Product Categories, Talent  Comments Off
Nov 222011
 

Singer/songwriter Mary J. Blige will perform on HSN at 12:30 am and 10 pm EST, next Wednesday, November 30,  in celebration of her upcoming album My Life II … The Journey Continues (Act 1).  This will be the first time Ms. Blige sings — as well as sells — on the TV shopping network.  But she will still sell and those efforts will support the debut of My Life Blossom, which is a follow-up to her initial foray into the fragrance business.  That first offering, called simply My Life, made a successful debut on HSN last year and was developed in cooperation with health and beauty marketer Carol’s Daughter.  My Life Blossom — billed as “a continuation of the My Life spirit in a softer, white floral accord with a warm vanilla heart” — will be sold in Fragrance Holiday Gift Sets as a part of HSN’s 24 Hour Beauty Gift Event.

HSN’s 24 Hour Beauty Event will feature beauty gifts from brands such as: Benefit, Phillip B, Wei East, Korres, Deborah Lippmann, Lancome and others.  HSN Press Release  Nov. 21, 2011

 Posted by Walter Verfenstein at 11:02 am  Tagged with: , ,

Mary J. Blige Fragrance Premiere on HSN Sells 60,000 Units in Six Hours of Airtime

 Fragrance, Product Categories  Comments Off
Aug 042010
 

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

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Mary J. Blige Takes HSN Fragrance-Selling Record from Diddy

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Aug 032010
 

Her new fragrance, My Life, sold 50,000 units over the past weekend on HSN, which enabled her to wrest the network’s fragrance-sellign record away from her former collaborative partner Diddy.  St. Louis American Aug. 3, 2010

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Mary J. Blige Casts New Fragrance as Part of Grand “Movement”

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Jun 232010
 

Grammy-award-winning singer/songwriter Mary J. Blige is doing a little advance publicity for her new My Life fragrance, which was named after her celebrated 1994 album and will be sold exclusively on HSN, beginning July 31st.  The Total Beauty website writes that the fragrance will contain fruity floral notes including gardenia, pear, freesia, a blended floral heart with tuberose, jasmine, lily and a woodsy, candied drydown with a base of incense.  But Blige is advance-pitching it in a more transcendent, aspirational way.  She says, “The title, the album, and my entire movement in my career has everything to do with why this perfume is called ‘My Life.’ My entire movement has been about women rising up from the ashes like phoenixes and giving their life, giving themselves a shot and not beating themselves up.”  [Emphasis added.]  TotalBeauty.com Jun. 22, 2010

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Mary J. Blige to Launch New Fragrance on HSN

 Celebs & Stars  Comments Off
Apr 302010
 

Mary J. Blige

Grammy-award-winner Mary J. Blige will introduce a new fragrance, called My Life, on HSN, July 31st, the concluding day of the network’s birthday extravaganza.  Actually, the retailer promises that the network premiere will be part of a “360-degree multi-platform campaign that leverages all of HSN’s marketing channels.”  Got it? Continue reading »

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