Mary J. Blige Introduces ‘My Life’
For years, Mary J. Blige has put her turbulent and triumphant life into song. Now, the Grammy award-winning chanteuse is putting it into a bottle. On July 31, Ms. Blige will introduce her first fragrance, My Life, exclusively on HSN.
“It is the epitome of a confident woman,” Ms. Blige said of the fragrance, which shares the name of her landmark 1994 album. “It doesn’t scream out for attention—it’s feminine but strong, powerful yet humble.”
The unconventional launch strategy marks the first time that HSN will exclusively introduce a prestige fragrance on its airwaves—which presents a unique opportunity, said HSN CEO Mindy Grossman. On-air, Ms. Blige will be able to relate her life story to the retailer’s 93 million viewers. “It’s 93 million homes,” Ms. Grossman clarified, “but a one-on-one experience.”
HSN already enjoys a thriving relationship with Carol’s Daughter—the homespun, Brooklyn-founded beauty line which is “presenting” the scent and in which Ms. Blige is a part owner.
As a fan of Ms. Blige’s work and her authentic storytelling capabilities, Ms. Grossman felt My Life was a perfect fit. “This is not so much a business transaction for us as it is a relationship that we believe in wholeheartedly.”
Though she’s a self-admitted tom boy, Ms. Blige had distinct opinions on the formulation of the juice, which was ultimately developed by Firmenich’s Ilias Ermenidis. “I’m a foodie,” Ms. Blige said, “and that’s what I love so much about Carol’s Daughter products. I wanted something that would become a part of you, that would be edible.”
Ms. Blige created the fragrance in collaboration with Carol’s Daughter founder and president, Lisa Price. “It was an honor for me to hold the hand of a woman I admire so much and stand beside her as she created this amazing scent,” Ms. Price said of the process.
Top notes of My Life include gardenia petals, bartlett pear and white freesia; heart notes include tuberose, apricot flower, jasmine and gold lily; the dry-down features incense praline, sesame and cashmere wood.
Housed in a heart-shaped, Chad Lavigne-designed bottle, My Life is priced at $46.00 for 1.7 oz. It makes its on-air debut on July 31.
For each fragrance sold, $1.00 will be donated to The Foundation for the Advancement of Women Now (FFAWN), a non-profit founded by Ms. Blige and marketing guru Steve Stoute, who also serves as CEO and managing director of Carol’s Daughter. FFAWN seeks to “empower and encourage women by shaping and supporting programs that foster education, career development, strong self-esteem, and personal growth,” its website said.
Note: Original article posted by cosmeticworld.com
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