Singer Mary J. Blige To Debut Her New Perfume On HSN, First Exclusive Fragrance Premiere On A Home Shopping Network

Grammy award-winning singer Mary J. Blige and the beauty brand Carol’s Daughter have partnered with HSN to debut the fragrance My Life, the home shopping network announced Friday.

My Life is the first fragrance to be launched exclusively through a home shopping channel, according to HSN. The new fragrance will be introduced via a multi-platform campaign that will use all of HSN’s marketing channels, including television, online, mobile, print advertising, public relations, events and direct mail.

The fragrance is a first from Blige and the first celebrity fragrance to be developed by Carol’s Daughter. Steve Stoute, Chairman & Lead Investor of Carol’s Daughter, played a pivotal role in creating the unique partnership between Blige and HSN for thelaunch.

“My life is my journey and I’ve always shared it through my music,” Blige said in a statement, “I can’t wait to share my story with millions of women through HSN. Working with Carol’s Daughter on the fragrance has been an amazing experience that I will forever cherish."

A portion of the proceeds of My Life will benefit the Foundation for the Advancement of Women Now (FFAWN). FFAWN was created by Blige and Stoute to help women gain the confidence and skills they need to pursue and realize their goals and dreams.

“We are thrilled to partner with Mary J. Blige and Steve Stoute to forge new ground in the beauty industry, break the existing business model of selling fragrance and leverage the power of our interactive platform to launch My Life,” HSN CEO Mindy Grossman said in a canned statement. “Mary’s story is inspiring to all women, and we believe our customers will identify with her confidence, compassion and perseverance.”

According to Stoute, “This partnership will break the stagnant role the fragrance industry has found itself in. In the truest sense of a fragrance, the emotional journey will be told directly to consumers from one of the world’s best lyricists, Mary J. Blige, and the best storyteller, HSN. My Life will touch the lives of millions of women.”

HSN’s multi-platform marketing campaign will target a broad consumer base, including Blige’s fans, as well as new and existing HSN Carol’s Daughter customers.

Video segments called Life Chapters will capture various facets of Blige’s life story, including her philanthropic, music, and beauty projects. The segments will be seeded online, on HSN and through social media such as Facebook and Twitter.

Life Chapters will be used to bring the My Life story to life at the upcoming Essence Music Festival in New Orleans July Fourth weekend. HSN, a festival sponsor, will produce an interactive My Life booth where fans can learn about the fragrance, Blige’s journey and charity, and meet the singer. They will also be able to post pictures from the Festival on http://www.hsn.com/maryjblige.

Mobile marketing will be instrumental in the launch. Prior to each of the festival's three headlining concerts, HSN will air a newly created spot directing thousands of concertgoers to an exclusive mobile landing page at http://www.hsn.com where they can reserve their order of the My Life fragrance and sign up for tune-in alerts and email reminders. This special online experience will only be available for a limited time to Festival concertgoers.

My Life is inspired by Blige's life experiences outlined in her most personal work of art — her album. The fragrance is a lyrical composition of florals, fruit and wood understones. It embodies her persona through feminine, beautiful and sensual notes.

The premiere is strategically scheduled on July 31 during the finale of HSN's popular month-long birthday celebration. The My Life HSN "Today's Special" will include a 1.7 eau de parfum and a limited edition gold clutch. Future items include a shower cream, body lotion, and eau de parfum rollerpen.

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