Another celebrity is jumping on the perfume bandwagon, an unlikely one as far as we’re concerned: Actress Kate Walsh of “Grey’s Anatomy” and “Private Practice.”
We’ve loved Walsh ever since she blew Meredith’s mind on Season 1 of “Anatomy” when she showed up in Seattle and announced that she was McDreamy’s wife.
Now Walsh will join vendors like Mary J. Blige, Sean “Diddy” Combs and soon Jennifer Stallone who are peddling perfume on HSN, the home shopping network said Friday.
Walsh’s women’s fragrance and product line is named “Boyfriend” and will launch exclusively on HSN and at hsn.com on Nov. 11 and 12.
The five-piece collection will employ a viral marketing campaign, and photographer Terry Richardson shot the brand advertising campaign.
“For the launch of Boyfriend, Kate sought a partner that understood her creative vision and connected with a broad base of engaged women on a personal level,” the press release says.
“I’m super excited about my launch partnership with HSN,” Walsh said in her canned statement. “They’ve been incredibly enthusiastic about Boyfriend, and particularly supportive of my creative vision.”
And Michael Henry, HSN’s senior vice president of merchandising, got his two cents in.
“As part of our strategy to have a dominant position in the fragrance industry, we are thrilled to take the next step and offer our consumers this new and exciting line of products,” Henry said. “Our partnership with Kate on Boyfriend illustrates both HSN’s role as a retail innovator across all of our market categories, as well as our commitment to delivering unique products that resonate with women.”
We’re not quite sure we follow the logic behind this perfume.
The press release says, “In the fragrance creation process, Kate was inspired by the scent of a ‘guy on a girl,’ and combined notes of amber and woods, with a bright floral scent that women love. The fragrance has a bright muguet floralcy with dark plum and myrrh on top, with night blooming jasmine.”
Mmmmm, you lost us on some of those ingredients.
We are told that to ensure that “women can take their Boyfriend wherever they go,” Kate created “The Boyfriend” kit, a black train case inspired by a classic vintage design retailing for $79.95.
It features Deluxe Miniature Fragrance Spray 15ml, Body Creme 50mlm, Dry Body Oil 30ml, Votive Candle 24 grams and
Pulse Point Oil 5ml.
Following the initial launch, select products from the kit will be offered in individual full-sized packaging featuring the 50ml EDP.
The Boyfriend story will be told through a viral campaign that will consist of branded videos or “webimercials.”
The “webimercials” will feature Walsh and different Boyfriend scenarios.
“Just as you tune in every week to watch your favorite television shows to follow the story line…there will continually be a new boyfriend story to entice the customer,” says Walsh.
Additionally, consumers will have the chance to engage with the brand and tell their own boyfriend stories via uploaded videos. This user-generated content will be integrated into Boyfriend marketing creating a truly unique call to action for the consumer.
Founded in 2010, Boyfriend LLC is a newly launched beauty and lifestyle company, owned by actress Kate Walsh. Boyfriend LLC will launch its first product this November with HSN to be followed by a retail launch in Sephora stores nationwide in January.
Boyfriend LLC will continue to roll-out new Boyfriend fragrances through 2012 with the plan of expanding into the lifestyle market. Givaudan and perfumer MaryPierre Julien created the juice, Consultant Pamela Vaile, worked with Kate to develop the product line, the marketing plan and distribution strategy, Bentley Laboratories LLC created the formulas and Chad Lavigne LLC produced the package design and branding imagery.