Sep 09, 2018 | By Sarah Housley
Experience Lifestyle & Interiors on WGSN.
Aug 10, 2010
The latest fragrance news indicates that traditional beliefs and practices are being shaken up with new product launches and interesting celebrity tie-ins.
Mary J. Blige recently proved the traditional fragrance sampling model wrong. Blige debuted her scent, My Life, on
HSN on Saturday, July 31st, and sold more than 72,000 units in 24 hours – an HSN record – generating at least $3 million in retail sales. Mindy Grossman, CEO of HSN Inc., said that 20% of those who purchased the scent were new to HSN and nearly 10,000 customers signed up for the Auto Ship program, which allows shoppers to set up recurring orders. That’s pretty amazing considering that most hadn’t even experienced the scent yet. The success has been attributed to Mary’s successful storytelling and a comprehensive 360-degree marketing campaign that included online, mobile and print advertising as well as PR, events and direct mail.
Will fashion editor fragrances be the next celebrity fragrance trend? Vogue Nippon’s Fashion Director at large, Anna Dello Russo, is set to launch her own fragrance at the end of the year. She announced on her blog that the scent is called Beyond and contains notes of vanilla and almond. The fragrance is set to come in a golden shoe, most appropriate for a woman who lives a fashion fantasy.
Related Stylesight News:
Vogue Nippon’s Anna Dello Russo to launch fragrance
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.