15th
Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more of
their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News. The
report analyzes spending for black households in 2008 and finds that
African-Americans...
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Mary
J. Blige breaks sales record with pitch for her My Life fragrance on HSN
(August 9, 2010) HSN, a leading multichannel retailer, announced that
its exclusive launch of 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 among the most successful in the prestige fragrance market.
"I am thrilled with the success of My Life, the experience on HSN with
Carol's Daughter and the overwhelming donations to FFAWN," said
nine-time Grammy Award winner Mary J. Blige. "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 Ms. Blige and Chairman &
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 HSN, 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," said HSNi CEO Mindy Grossman. "We were thrilled
that Mary's inspiring story, her character, and, ultimately, her
fragrance drew such an enthusiastic response."
"The fragrance industry is excited to explore the opportunities of new
channels of distribution with supportive, creative and innovative
partners like HSN," said Rochelle Bloom, President of The Fragrance
Foundation. "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.!"
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% 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. 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," said Steve Stoute, who played a pivotal role in
creating the unique partnership between Ms. Blige and HSN. "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
experienced great success in telling its universally appealing story.
Given this success, Mr. Stoute and Ms. Blige committed to bring their
story to HSN. "HSN gave me a unique platform to tell my story. 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," continued Ms. Blige. "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. Video segments of Ms. Blige's compelling 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.
