Tuesday, August 10, 2010

Mary J. Blige Breaks Sales Record With New Fragrance

Target Market News is reporting that Mary J. Blige's new "My Life" fragrance developed by Carol's Daughter has sold more than 60,000 units on the Home Shopping Network (HSN) in just 6 hours. This completely shattered fragrance records at HSN, and was one of the most successful launches of a line in fragrance history.

Mary J. Blige undoubtedly has a huge following, even though her record sales don't always reflect that. Her influence amongst African American women has been long-standing and very impressive over the past 20 years.

The genius marketing campaign behind her fragrance included television, web, mobile, and print advertising. It also included a public relations campaign consisting of events, social media, celebrity endorsements, and a blogger press trip to HSN headquarters to document the launch.

HSN distributed 100,000 direct mail brochures and 300,000 targeted inserts to its customers. They also 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.

It seems to me that they knew this would be a hit because they invested heavily in the promotion. Apparently, it paid off.

Mary J. Blige is one of many celebrities who have found major success with fragrance lines. Others include P. Diddy, Michael Jordan, and Mariah Carey.

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