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Diddy to market fragrances at HSN

Nancy Marshall-Genzer Nov 25, 2009

Diddy to market fragrances at HSN

Nancy Marshall-Genzer Nov 25, 2009


TESS VIGELAND: Even if you’ve never bought anything on the Home Shopping Network, you probably know that it caters to the fairer sex. Millions and millions of women who call in to chat with on-air hosts and snap up all manner of cubic zirconia, facial treatments and the latest celebrity fashion lines.

Well next week, just in time for holiday shopping, HSN will welcome a new and, shall we say, atypical guest. Diddy’s in the house! That would be rap and fashion mogul Sean “Diddy” Combs.

Marketplace’s Nancy Marshall Genzer reports.

Nancy Marshall Genzer: The Home Shopping Network promises viewers a “unique shopping experience.” But they may be surprised by what’s in store for them on Monday.

Sean Diddy Combs rapping in “Love Come Down:” So if you’re ready to fly, better take a deep breath.

That’s Sean “Diddy” Combs: Rapper, entrepreneur, perfume pitch man.

Combs in an I Am King commercial: I believe, therefore I am. I Am king.

I Am King is the not-so-subtle name of one of the fragrances Combs will be hawking on HSN. Mindy Grossman is the network’s CEO.

Mindy Grossman: He is iconic. He’s a figure that’s larger than life. People are fascinated by his lifestyle.

And Combs isn’t really selling perfume — more like the sweet smell of success. Joe Feldman is a retail analyst at Telsey Advisory Group. He says that’s Combs appeal.

Joe Feldman: It’s affluent, it’s success-oriented and I think people like to be associated with that.

And they’ve made Combs a retail phenomenon in perfume, clothes, music and even vodka. Entertainment Industry analyst Jack Myers says HSN will be good for Combs.

Jack Myers: It’s a major retail outlet and his association reaches out to a broad cross-section of America with his brand. It’s a smart move on his part.

And it could be very profitable. HSN is in 93-million homes and ships 50-million products a year.

In Washington, I’m Nancy Marshall Genzer for Marketplace.

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