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Kate Walsh creates 'Boyfriend' line for HSN

16
Oct '10
Actress Kate Walsh debuts BOYFRIEND, her new fragrance and product line. BOYFRIEND, Kate's first fragrance for women, will launch exclusively on multichannel retailer HSN and at hsn.com on November 11 and 12, 2010.

The collection is a unique new line of beauty products that will be introduced to the marketplace through a viral marketing campaign designed to engage and excite consumers prior to its launch. Renowned photographer, Terry Richardson, photographed the brand advertising campaign.

Known for her leading roles on Grey's Anatomy and Private Practice, the collection is a first for Kate Walsh. For the launch of BOYFRIEND, Kate sought a partner that understood her creative vision and connected with a broad base of engaged women on a personal level. "I'm super excited about my launch partnership with HSN. They've been incredibly enthusiastic about BOYFRIEND, and particularly supportive of my creative vision," says Walsh.

"As part of our strategy to have a dominant position in the fragrance industry, we are thrilled to take the next step and offer our consumers this new and exciting line of products," said Michael Henry, SVP of Merchandising for HSN about the collaboration. "Our partnership with Kate on BOYFRIEND illustrates both HSN's role as a retail innovator across all of our market categories, as well as our commitment to delivering unique products that resonate with women."

In the fragrance creation process, Kate was inspired by the scent of a "guy on a girl," and combined notes of amber and woods, with a bright floral scent that women love. The fragrance has a bright muguet floralcy with dark plum and myrrh on top, with night blooming jasmine.

The Boyfriend story will be told through a viral campaign that will consist of branded videos or "webimercials." The "webimercials" will feature Kate and different Boyfriend scenarios. "Just as you tune in every week to watch your favorite television shows to follow the story line…there will continually be a new boyfriend story to entice the customer," says Walsh. Additionally, consumers will have the chance to engage with the brand and tell their own boyfriend stories via uploaded videos. This user generated content will be integrated into Boyfriend marketing creating a truly unique call to action for the consumer.

HSN


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