HSN Gets A Bad Boy

Filed Under: Diddy Business Blitz Fragranz!

We have to admit, he's quite the businessman.

Diddy is heading over to the Home Shopping Network to hawk his fragrances I Am King and Unforgivable, as part of the network's mission to prove that fragrances can be sold on TV.

To gear up for Diddy's appearance, HSN has built a special set that gives it a half presentation and half conversational format.

HSN's CEO Mindy Grossman says their strategy is to tell a backstory and “to bring the fragrance, the brand and who he is to life" and he will “be sharing his beliefs behind his fragrances, why he developed them and what are the reference points.”

The whole storytelling aspect is part of the networks strategy to create a more exciting distribution, which the hope will bring in over $400,000 when Diddy tells his "story" on November 30th between 11 p.m. and 1 a.m.

Hope Diddy has a convincing story and people are willing to buy without their nose.

[Image via WENN.]

Posted: November 24, 2009 at 12:00 pm