Sean Combs made his HSN hawking his Sean John fragrances on the Home Shopping Network (HSN). The segment aired Monday night at 11pm, but blink and you missed it, as his fragrances sold out in no time.
Twenty six hundred units of the I Am King Classic Gift Set sold out in 16 minutes, 2000 units of the Unforgivable Gift Set for Women disappeared in 14 minutes, and 1,000 units of the Unforgivable Gift Set for Men sold out in just 10 minutes.
Diddy presented his fragrances in tv talk show style, as a chit-chat interview instead of a sales pitch. "With the help of HSN, I'm going to be coming to your living room for the holidays. I can't wait to show viewers my lineup of Sean John Fragrances for men and women," said Combs prior to filming.
The set was customized to mimic an inviting yet elegant living room complete with fireplace, built by HSN in its St. Petersburg, Florida studio just for the designer.
While the Combs-HSN partnership initially seemed odd, HSN has always seen it as a perfect pairing. "We have a real diverse audience and we see the opportunity for Sean to bring in a broad segment of new customers. This is a very embedded part of the strategy to really create a very exciting, dynamic distribution channel for prestige fragrances," said CEO Mindy Grossman.
And the sales prove that it's a match made in marketing heaven: With 5,600 Diddy fragrance products selling out, costing around $60 each, Diddy proves that home shopping pays.
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