That’s because the channel seems to be the place where celebrities go en masse when they need to “expand their personal brands” or “get in touch with their
fans customers on a deeper, more cost efficient level.” We’re talking to you, Mary J. Blige, Jonathan Adler, Reem Acra and Liza Minelli. But we digress.
Carey met with HSN CEO Mindy Grossman through a friend who designs jewelry for the channel. WWD reports that the two hit it off immediately, and after spending a few hours in Carey’s massive shoe closet they decided to go into business together. The collection is the retail personification of the woman who inspired it, and will feature a lot of sparkle and butterflies.
The lifestyle collection is Mariah, all the way, with sparkling, pavé-set “initial” pendants, butterfly earrings, fur-trimmed suede boots and quilted nylon boots wrapped in chains. The shoes will be priced from about $69.90 to $199.90, while the jewelry will be available from $39.99 to $199.95. Carey will also offer a new version of her Luscious Pink fragrance, and 25 $275 bottles of her Luscious Pink Deluxe Edition fragrance will feature a Swarovski Elements-encrusted butterfly with a personal note from the singer.
Devoted fans will remember that Carey already has a collection of fragrances out on the market, made and distributed by Elizabeth Arden. Granted, doing a celebrity fragrance with a gigantic beauty company isn’t anything new, but when Carey did her first fragrance in 2007, celebrities weren’t launching them every other week. This is the fifth celebrity product launch with HSN we’ve written in our short seven months of existence. And that’s a lot of product.
Is it that much to ask for a little creativity in retail? Is there really no other option but HSN? Are we spewing an excessive amount of hate? You tell us.
Of course we wish Carey and HSN the best of luck with their new venture, but the next time there’s a celebrity who wants to widen their economic impact, we hope they’ll at least call around to QVC first.