Posts Tagged ‘My Life’

Mary J. Blige Breaks Records On HSN, Which Stiffed Us, By Selling More Than 60,000 Bottles Of ‘My Life’ Perfume

August 3, 2010

What took so long, HSN? We were expecting this Mary J. Blige press release by Monday, at the latest.

We watched some of her shows, and had heard that singer Blige shattered sales records Saturday with the debut of her new fragrance, My Life, exclusively on HSN.

And by the way, why weren’t we among the bloggers invited to the launch — which we found about in the release? Was it too packed with the hundreds of home shopping bloggers that inhabit the cyber world? Thanks for stiffing us, Bill Brand. What happened? You didn’t like our Miss-Tina-is-gone blog, and wanted some payback? Or was it the ShopNBC-Had-The-Same-Ring-As-HSN blog that did it?

Anyway, we finally got the long-expected HSN press release early Tuesday night, which said, “Mary J. Blige’s My Life fragrance on July 31 drove the sale of more than 60,000 units with about 6 hours of air time, shattering fragrance records at HSN for units sold and placing the launch amongst the most successful in the prestige fragrance market.”

Here’s the canned quote from Blige, who was humble, gorgeous, delightful and charming on the air.

“I am thrilled with the success of My Life, the experience on HSN with Carol’s Daughter and the overwhelming donations to FFAWN,” Nine-time Grammy Award winner Blige (or HSN’s PR department) said. “I can’t wait to share another touch of my heart. Thank you to all my fans – new and old – for being there for me.”

The launch of My Life helped support the Foundation of the Advancement of Women Now (FFAWN), a non-profit created by Blige and Chairman & and lead investor of Carol’s Daughter, Steve Stoute, to assist women in need. For every unit of My Life fragrance sold, HSN Cares, the corporate social responsibility arm of the home shopping network, will donate $1 to FFAWN.

“The groundbreaking success of My Life on HSN changes the existing business model for a prestige fragrance launch and reinforces our role as a retail innovator,” HSN CEO Mindy Grossman said in her canned statement. “We were thrilled that Mary’s inspiring story, her character, and, ultimately, her fragrance drew such an enthusiastic response.”

My Life, which was the first fragrance created by Ms. Blige and the first celebrity fragrance developed by beauty-lifestyle brand Carol’s Daughter, attracted nearly 20 percent new customers to HSN. In addition, as part of HSN’s continuity program, almost 10,000 customers signed up to receive shipments of the new fragrance on a regular basis.

“This launch proves that consumers are looking for new ways to engage with a brand,” said Stoute, who was the macher who put together Blige and HSN. “Long gone are the days of traditional marketing that rely only on sampling and advertising. Consumers want to connect, believe and immerse themselves in the experience. They want to see themselves fit into the story. “Mary delivered herself in the purest form outside of her lyrics. We look forward to telling the next chapter of the story on HSN in the near future.”

Carol’s Daughter, a partner of HSN over the last two years, has had success in telling its universally appealing story, about the creation of the beauty products in a home kitchen. Given this success, Stoute and Blige committed to bring their story to HSN.

“HSN gave me a unique platform to tell my story,” Blige said. “It took time — I had to find a place that allowed me to be me. I never do something that I don’t believe in. My Life presented by Carol’s Daughter on HSN was the only way to show my fans another labor of love.”

My Life was introduced to consumers via the most comprehensive, 360-degree marketing campaign in HSN’s history, including television, online, mobile, print advertising, public relations, events and direct mail. Social media efforts drove millions of impressions, key celebrity endorsements, and involved a blogger press trip to HSN headquarters to document the launch.

That’s the part where we were stiffed.

Video segments of Blige’s life story were featured on HSN and online at http://www.HSN.com, as well as Facebook and Twitter. In addition, HSN distributed 100,000 direct mail brochures and 300,000 targeted inserts to its customers; featured ads in Allure, Glamour and Essence; created a cross-channel spot; and distributed 50,000 snap bracelets embedded with the My Life fragrance at the Essence Music Festival.

“The fragrance industry is excited to explore the opportunities of new channels of distribution with supportive, creative and innovative partners like HSN,” Rochelle Bloom, president of The Fragrance Foundation, said in a canned statement. “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.!”

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Singer Mary J. Blige Is Charming On HSN As She Launches Her Perfume Line

July 31, 2010

Singer Mary J. Blige is sitting pretty on HSN right now, looking gorgeous in a tight leopard outfit at just past 1 a.m. Saturday Eastern Time.

She is touting her perfume My Life, which is launching exclusively on HSN and is the Today’s Special., at $46. Blige is coming off as very charming and down to earth.

Blige thanked HSN and host Callie Northagen for making her feel comfortable. The festivities included clips of Blige in a lab coat testing out the fragrances that are “notes” in her perfume, which include tuberose.

The TS perfume, in a heart-shaped bottle, comes with a gold clutch.

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

April 30, 2010

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.