Sean "Diddy" Combs is heading to HSN to promote the sale of his fragrances Unforgettable and I Am King. HSN is having good luck with its fragrance sales, with Gwen Stefani's Harajuku Girls and Jennifer Lopez's fragrances. HSN has built a special set for Diddy; he will be interviewed on camera, but he won't directly pitch the product to the customers. Mindy Grossman, the CEO of HSN, Inc. used to work at VH1 and says that they should own the phrase "Behind the Fragrance," referring to the popular "Behind the Music" series on the cable channel. WWD reports:
Grossman's strategy is to tell the backstory -- "to bring the fragrance, the brand and who he is to life. We think Sean has a huge following and he has got a great story to share." Specifically, Grossman said Combs will "be sharing his beliefs behind his fragrances, why he developed them and what are the reference points."
She added, "We have a real diverse audience and we see the opportunity for Sean to bring in a broad segment of new customers." Grossman concluded, "This is a very embedded part of the strategy to really create a very exciting, dynamic distribution channel for prestige fragrances. It's about coming into that movie."
Mindy has proven that the old "you can't sell fragrance on tv" to be totally wrong. You can catch Diddy on HSN from 11 p.m. to 1 a.m. Eastern time on November 30th.
