Carol's Daughter My Life by Mary J. Blige Takes Home Breakthrough Fragrance Sales of the Year & Fragrance of the Year - Direct-To-Consumer at the 2011 FiFi Awards
NEW YORK, May 26, 2011 -- At last night's FiFi Awards, Carol's Daughter's groundbreaking fragrance collaboration with Mary J. Blige, My Life, was honored with Breakthrough Fragrance Sales of the Year and Fragrance of the Year awards. The awards recognized the unique, pioneering approach Carol's Daughter and HSN adopted for the launch of the scent: My Life debuted exclusively on HSN across multiple platforms, inspiring consumers to buy the fragrance based on their connection to Mary's story without ever smelling the scent. The strategy was an unprecedented success: Mary's first-ever fragrance proved as resonant—and popular—as her music, selling over 100,000 bottles on HSN last year during two appearances (a combined 13 hours).
"Launching the fragrance on the platform of HSN gave Mary the opportunity to tell her story to millions of people at once," explains Steve Stoute, Chairman & Lead Investor of Carol's Daughter. "She's an artist that connects with her fans on a visceral level - it was imperative for her to connect directly with them. She doesn't sell goods, she sells her understanding and love for women."
A celebration of a journey that began with a dream, My Life is a harmonious translation of the musical notes in Mary's life into fragrance notes—a scent as strong, passionate and confident as Mary's lyrics. "In everything I do, I strive to be the best I can be and create something meaningful that connects me to my fans," reveals Mary J. Blige. "It is such an honor to be recognized for this movement called My Life. It is more than a scent - it is a journey, a celebration ... it is my life."
"When Mary, Steve (Stoute) and I first decided to create this fragrance, we knew it had to be a scent that evoked all that Mary stands for—the struggle, the faith, and ultimately, the triumph," explains Lisa Price, founder of Carol's Daughter. "It took us two years to finalize the fragrance -- we all wanted it perfect. Receiving this award is an incredible affirmation that we delivered it and it resonated with discerning experts, too."
"We congratulate Mary, Lisa and Steve for receiving the fragrance industry's recognition of the groundbreaking success of My Life – its distinct scent, Mary's inspiring story, and the innovative business model for distribution," said Mindy Grossman, CEO of HSN, Inc. "We will continue to reinforce our role as a disruptive force in the retail industry and bring products to our customers via unique marketing strategies."
Born out of her desire to be strong, beautiful and powerful, My Life opens with a lush, rich floral composed of gardenia petals,Bartlett pear and white freesia. The fragrance unfolds to reveal a harmonic heart of tuberose, blooming jasmine, gold lily and apricot flower for a strong feminine signature. Like Mary herself, the fragrance is grounded in soft, natural sensuality, evoked by a blend of cashmere woods, praline, sesame and incense. This August 13th, Mary J Blige returns to HSN and launches the follow-up to her largely successful fragrance, My Life Blossom, a creamy, addictive floral fragrance that represents how Mary sees life at this moment.
Notes to Editors
About My Life By Mary J. Blige:
My Life by Mary J. Blige presented by Carol's Daughter was first launched through the most comprehensive, 360-degree marketing campaign in HSN's history, including television, online, mobile, print advertising, public relations, events and direct mail. The fragrance is available exclusively on HSN, inspiring fans to purchase based on their connection to Mary alone. The award-winning fragrance has broken fragrance sales records by selling over 100,000 during two appearance – a total of 13 hours combined. Over the past year, My Life, Carol's Daughter and HSN has donated over $100,000 to FFAWN – the Foundation for the Advancement of Women Now to empower, encourage and educate women reach their potential.
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 entertainment, inspiration, personalities and industry experts to provide an entirely unique shopping experience. At HSN, customers find exceptional selections in Health & Beauty (e.g. M. Asam, Benefit, Carol's Daughter, Coty, Elizabeth Arden, Signature Club A, Andrew Lessman, Lancome, My Life Mary J. Blige, Perlier, Serious Skin Care, Stila, Wei East, ybf Beauty); Jewelry (e.g. Heidi Daus, Iris Apfel, R.J. Graziano, Rarities: Fine Jewelry with Carol Brodie, Amedeo Scognamiglio, Tori Spelling); Home/Lifestyle (e.g. Jeffrey Banks, Nate Berkus, Bissell, Colin Cowie, Dyson, Easy Exotic by Padma Lakshmi, Todd English, Emeril Lagasse, Happy Chic by Jonathan Adler, Joy Mangano, MoMA Design Store, Wolfgang Puck); Fashion/Accessories (e.g. American Glamour Badgley Mischka,Joan Boyce, Curations with Stefani Greenfield, Libby Edelman, Sam Edelman, Chi by Carlos Falchi, Diane Gilman, IMAN Global Chic, "Timeless" by Naeem Khan, Twiggy LONDON Sharif, Serena Williams Signature Statement); and Electronics (e.g. Sony, Kodak, Acer, Olympus, GE, Panasonic).
A leader in transactional innovation, HSN is the only retailer offering live streaming video in HD on three screens: TV, online and mobile. HSN broadcasts live to 96 million households in the US in HD 24/7 and its website – hsn.com – is a top 10 e-commerce site, featuring more than 15,000 product videos. Mobile applications include HSN apps for iPad, iPhone and Android. HSN, founded 34 years ago as the first shopping network, is an operating segment of HSN, Inc. (Nasdaq: HSNI).