Last week I attended an editor breakfast with Stefani Greenfield, Co-Founder of Scoop NYC stores and host of one of HSN’s first lifestyle segments, Curations. Stefani has mastered a ‘story-telling’ sales tactic on TV that has built a strong customer following, and after years of experience with wardrobe, Stefani decided to enter the beauty market by introducing a new fragrance - Curations – named after the show. Coinciding with the third anniversary of “Curations with Stefani Greenfield,” Curations Eau de Parfum will debut exclusively on HSN, HSN.com and via HSN mobile on Tuesday, June 19, 2012.
While this is Stefani’s first time selling in the beauty market she was extremely clear about what she wanted for the scent and packaging - purple (her favorite color), butterfly (her symbol), and small enough to fit in a purse with a hand-held shape that resembles jewelry. The scent includes Top Notes of Apricot Blossom, Mandarin, Carnation, Middle Notes of Freesia, Neroli, Iris and Bottom Notes of Patchouli, Sandalwood and Amber.
During the breakfast, Stefani was down-to-earth and showcased her sense of humor as she shared stories on the successes, failures and other hilarities while on the Curations set. Desiree Gruber, President and CEO of Full Picture and Stefani's bestie both made a quick stop by - and the three entertained us with their contrbutions to the stories. All attendees were gifted with a goodie bag that included a gift card to purchase the fragrance during the launch episode on June 19.
HSN, as exclusive holders of the fragrance, have been doing their share of PR outreach in collaboration with HL Group and Full Picture, who are handling social media for the launch campaign. In addition to the editor breakfast, Stefani also hosted an intimate dinner last night in the private room of The Crown along with Desiree Gruber of Full Picture, and Mindy Grossman of HSN. Together, the women invited their closest friends to be among the first to test out the new fragrance and celebrate the launch. Guests included Sofia Vergara, Lizzie Tisch, Stephanie Winston Wolkoff and Amanda Ross.
The Curations Facebook community is extremely responsive, and we drive this further by sponsoring giveaways, posting polls, and asking fans to submit photos of them wearing their favorite Curations looks. - Full Picture PR
In terms of social media, Curations is being promoted primarily through Facebook. Full Picture posts photos of Stefani getting ready for her show, previews of upcoming products, hints about the next TS (Today’s Special), and giveaways.
Image: Stefani Greenfield (left) and Desiree Gruber of Theodora and Callum, Accessories Magazine