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Kate Walsh To Sell Boyfriend on HSN

2010-10-15 | 08:31

Actress Kate Walsh is launching Boyfriend, her new fragrance and product line, on HSN next month.The collection includes five products—fragrance spray, body crème, dry body oil, votive candles and pulse point oil.

"As part of our strategy to have a dominant position in the fragrance industry, we are thrilled to take the next step and offer our consumers this new and exciting line of products," said Michael Henry, senior vice president of merchandising for HSN, about the collaboration. "Our partnership with Kate on Boyfriend illustrates both HSN's role as a retail innovator across all of our market categories, as well as our commitment to delivering unique products that resonate with women."

For the scent, Walsh joins amber and woods with a bright floral scent. The juice was created by Givaudan perfumer MaryPierre Julien.
Following HSN, the Boyfriend line will be stocked at Sephora in January 2011.

A viral campaign will consist of branded videos featuring Walsh and different Boyfriend scenarios. Additionally, consumers will have the chance to engage with the brand and tell their own boyfriend stories via uploaded videos.

Consultant Pamela Vaile worked with Walsh to develop the product line, the marketing plan and distribution strategy and Bentley Laboratories LLC created the formulas. Chad Lavigne LLC produced the package design and branding imagery.

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