Mary J. Blige Moves 50,000 Bottles of Perfume on HSN
All day yesterday, when the rest of the Western world was embroiled in Chelsea Clinton wedding madness, Mary J. Blige was selling her new perfume, My Life, on HSN. And she sold a lot of perfume.
WWD tracked the sales of the perfume and tweeted around 11:35 pm that she’d reached 50,000 bottles. It’s a stunning feat of salesmanship and marketing when you consider the stuff was sold on TV and online. While most celebrity fragrances are sold a beauty department counters where buyers can smell the perfume and walk around in it before committing to a purchase, all Blige could do was say what it smells like.
RTT News had this description from the singer: “It’s all a reflection of my personality. Me and a lot of my fans want to smell soft and a little fruity — but not too fruity with bees chasing us around — and also strong and beautiful … It’s all there.”
We didn’t see the special on HSN, so maybe she did a little better job of selling it there. And it probably helps that the scent was produced in collaboration with Carol’s Daughter, a beauty company that’s racked up tons of celebrity endorsements, including lots of love from Oprah Winfrey.
What’s more, the perfume gives back. One dollar from the $55 it costs to buy this stuff goes to Blige’s charity, the Foundation for the Advancement of Women Now. We can’t calculate how much of it goes back into Blige’s pocket.
But we digress. Fifty thousand units of anything is a lot to sell in one day, even at HSN. Congrats to all involved, but we’re gonna wait to smell it before we decide to buy.
[My Life Mary J. Blige Eau de Parfum on HSN.com]
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