via press release:
— Boyfriend launch further reinforces success of celebrity fragrance launches on HSN —
ST. PETERSBURG, Fla., Nov. 17, 2010 — HSN, a leading multichannel retailer, and Kate Walsh, star of the hit ABC show Private Practice, partnered to launch Walsh’s new “Boyfriend” fragrance with live appearances by the actress/entrepreneur on HSN, November 11 and 12. Walsh’s fragrance train case, including Boyfriend eau de parfum, pulse point oil and votive candle, sold out on day one exceeding sales expectations.
Walsh describes her inspiration for the fragrance coming from a mysterious ex-boyfriend whose scent she missed. She wanted to be able to recreate the scent of that shirt he left behind. “A warm, nuzzly scent, this fragrance embraces you like a big hug. I really wanted women to have that delicious feeling of romance whether ‘he’s’ in the picture or not,” says Walsh. “I was thrilled to launch on HSN and to share my vision of the Boyfriend story with HSN viewers.”
The success of launch day sales of the Boyfriend Fragrance train case, which offers a collection of fine fragrance and bath and body products, occurred in just 50 minutes of air time. Walsh began selling the single pulse point roller ball, solid perfume and body creme on day two. The pulse point oil and body cream both sold out by day’s end. The launch day sales of Boyfriend, further reinforces the success that HSN has achieved with celebrity fragrances.
“Boyfriend’s success further reinforces our role in changing the paradigm for a prestige fragrance launch and our commitment to continue to innovate in the retail space,” says Lynne Ronon, EVP of Merchandising for HSN.
Leading up to the launch of Boyfriend, Walsh released 8 webimercials written and directed by the actress herself, relaying the sentiments the Boyfriend scent was developed to evoke. Launched via various social media channels, including Twitter, YouTube and select blogs, the Boyfriend webimercials have been viewed more than 200,000 times to date and were released by Walsh prior to her appearance on HSN to drive excitement and anticipation.
The solid perfume with zippered case ($44.95) is currently available at hsn.com, with additional Boyfriend Train Cases ($79.95) available for sale in early December. Walsh will appear on HSN’s live broadcast in February. Visit hsn.com for schedules and purchase information.
About Boyfriend LLC:
Founded in 2010, Boyfriend LLC is a newly launched beauty and lifestyle company, owned by actress Kate Walsh. Boyfriend LLC will launch its first product this November with HSN to be followed by a retail launch in Sephora stores nationwide in January 2011. Boyfriend LLC will continue to roll-out new Boyfriend fragrances through 2012 with the plan of expanding into the lifestyle market. Givaudan and perfumer MaryPierre Julien created the juice, Consultant Pamela Vaile, worked with Kate to develop the product line, the marketing plan and distribution strategy, Bentley Laboratories LLC created the formulas and Chad Lavigne LLC produced the package design and branding imagery. Kate is represented by her talent agents, Karen Sellars (ICM) and Rob Levy (Head of Branded Entertainment, Untitled Entertainment). Please visit YourBoyfriend.com and KateWalsh.com for further information.
Headquartered in St. Petersburg, FL, HSN is a leading interactive multichannel retailer offering a curated assortment of exclusive products and top brand names to its customers. HSN incorporates experts, entertainment, inspiration, solutions, tips and ideas to provide an entirely unique shopping experience. At HSN, customers find exceptional selections in Health & Beauty (e.g. M. Asam, Carol’s Daughter, Coty, FranBrand, FusionBeauty, Andrew Lessman’s Procaps, Lancome, Perlier Beauty, Serious Skin Care, Wei East, ybf Beauty); Jewelry (e.g. Heidi Daus, Grayce by Molly Sims, R.J. Graziano, IMAN Global Chic, michaeLisa, Noir, Amedeo Scognamiglio, Tori Spelling, Signature Statement Serena Williams); Home/Lifestyle (e.g. Nate Berkus, Jonathan Adler, Bissell, Colin Cowie, Dyson, Todd English, GreenPan with Thermolon, Emeril Lagasse, Joy Mangano, MoMA Design Store, Wolfgang Puck); Fashion/Accessories (e.g. American Glamour Badgley Mischka, Curations with Stefani Greenfield, Sam Edelman, Loulou de la Falaise, Chi by Carlos Falchi, Reem by Reem Acra, Diane Gilman, “Timeless” by Naeem Khan, Adrienne Landau, Twiggy); and Electronics (e.g. Canon, Gateway, GE, HP, JVC, Kodak, LG, Sony).
A leader in transactional innovation, HSN is the only retailer offering live streaming video on three screens: TV, which broadcasts live to 95 million households in the US in HD 24/7; hsn.com, which ranks in the top 30 of the top 500 internet retailers and features 15,000 product videos; and mobile. HSN, founded 33 years ago as the first shopping network, is an operating segment of HSN, Inc. (Nasdaq: HSNI).