Online Exclusives

Tova Signature Platinum Launches in New York

By Nancy Jeffries , Correspondent | August 4, 2009

An entrepreneur recalls her amazing journey to become a fragrance expert.

Tova Borgnine’s journey from her first cosmetic boutique on the Jersey Shore, Tova’s Touch, to accolades as Retailer of the Year, with QVC, at this year’s Fragrance Foundation FiFi Awards, has been remarkable. After emigrating from Norway at the age of seven, she arrived in New York with her mother to begin what would become a lifelong adventure in beauty, fashion, modeling, skin care, publishing, and ultimately, fragrance. After becoming a licensed makeup artist, she opened makeup concessions at Caesar’s Palace and the Hilton in Las Vegas, where she became a beauty consultant to showgirls, nightclub performers, and celebrities, and was introduced to her future husband, Academy Award winning actor, Ernest Borgnine.

Tova Borgnine
The Tova Corporation began with a cactus-based masque she and her husband discovered on a trip to Mexico. The formulation proved successful and the Cactine skin care line expanded to include moisturizer, toner, eye makeup remover and a moisture masque to complement the original masque. Within four years, annual sales had grown to $3,000,000, with full-color catalogs, toll-free ordering, and specially trained Beauty Counselors contributing to the brand’s success.

Breaking New Ground

In 1982, Borgnine broke new ground with the development of her first fragrance, the now American classic, Tova Signature, based on absolute jasmine and Italian bergamot; and in 1990 Tova began to appear on a “trial” basis on the televised shopping network, QVC, which proved to be the perfect vehicle to reach her intimate audience of 45 million viewers. Her fragrance, Body, Mind& Spirit, and her Beverly Hills salon of the same name, debuted in 1992, and Tova Nights, winner of the coveted FiFi award, launched in 1998. Tova Ambre D’Oro, inspired by her travels in Italy and family heritage, followed, and her latest launch, Tova Signature Platinum, a lovingly rendered new iteration of Tova Signature, debuted last month.

This fragrance, created by Belmay, includes nuances and textures of the original Tova Signature scent, however, it contains a higher level of premium ingredients, offers advanced production techniques, and a greater concentration of essential oils. The premium edition of Tova Signature Platinum focuses on the provenance and quality of the essential oils, utilizing the finest bergamot from the Reggio Calabria on the southern tip of Italy, as well as Crisp Citrus, for the top notes of the fragrance. Pure French Provençal lavender oil and premium jasmine absolute form the middle notes, while Indian sandalwood and seductive musk oils form the base.

Tova Signature Platinum
Mrs. Borgnine said, “The base is a hypnotic, aphrodisiac, white luminous musk, which builds the character of the whole fragrance.”

Utilizing an advanced “chill and filter” technique applied during the final stages of the maceration process makes Tova Signature Platinum crisper, brighter and clearer than before.

“It takes two months before the absolute even sees alcohol. It is then chilled to just about freezing and filtered, to give it clarity. The concentration of fragrance oils has also increased from 28.5% to 32.5%,” she said, noting it is one of the industry’s highest potencies for an eau de parfum.

In her suite at the Waldorf-Astoria in New York City, Mrs. Borgnine reflected on her career and her personal experience with fragrance.

“This is a timeless, ageless and universal signature scent. It becomes your signature, but people in every walk of life will invariably respond to it. If someone had told me 28 years ago that I was going to become a ‘perfumania’ person, I would have said it’s impossible, because I was a novice then," she said. "But now, I’ve got so many exquisite fragrances, and people are enjoying them from generation to generation. There’s a continuing lineage. It’s a wonderful thing to have accomplished something that makes someone happy.”

Tova Signature Platinum will retail for $36 for a 3.3oz. eau de parfum, and is available through QVC at 1-800-345-1515 or
  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.

  • Wensman Joins Macadamia Beauty

    February 27, 2017
    Brings experience from Paul Mitchell, Urban Decay and more.

  • Care for Your Hair

    Care for Your Hair

    Melissa Meisel, Associate Editor||February 27, 2017
    Salon expert Richard Jay talks about protecting tresses.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Coast To Coast

    Coast To Coast

    Melissa Meisel, Associate Editor||January 30, 2017
    Natural hand wash brand is aiming to make an environmental difference.

  • Switch It Up

    Switch It Up

    Christine Esposito, Associate Editor||January 30, 2017
    Chicago startup seeks to shake up the AP/deo category with a new launch that meshes sustainability, style and scent.

  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Pro Pigments

    Pro Pigments

    Melissa Meisel, Associate Editor||December 12, 2016
    Makeup brand Kryloan has a rich history in the industry and now open doors at a NYC flagship.

  • Fast Forward

    Fast Forward

    Melissa Meisel, Associate Editor||December 12, 2016
    Doug Cooper of IP Brands is thinking ahead when it comes to beauty trends.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Skin Care Sensation

    Skin Care Sensation

    Melissa Meisel, Associate Editor||November 7, 2016
    Circ Cell aims to be unique with formulations that uphold skin tone.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.