October 15, 2010

Actress Kate Walsh Partners With HSN for Exclusive Launch of Sensual New Beauty Line Called 'BOYFRIEND'

Private Practice Actress Unveils Products That Allow Women to Bring Their Boyfriend Anywhere They Go --

ST. PETERSBURG, Fla., Oct 15, 2010 /PRNewswire via COMTEX News Network/ -- Actress Kate Walsh debuts BOYFRIEND, her new fragrance and product line. BOYFRIEND, Kate's first fragrance for women, will launch exclusively on multichannel retailer HSN and at hsn.com on November 11 and 12, 2010. The collection is a unique new line of (5) beauty products that will be introduced to the marketplace through a viral marketing campaign designed to engage and excite consumers prior to its launch. Renowned photographer, Terry Richardson, photographed the brand advertising campaign.

Known for her leading roles on Grey's Anatomy and Private Practice, the collection is a first for Kate Walsh. For the launch of BOYFRIEND, Kate sought a partner that understood her creative vision and connected with a broad base of engaged women on a personal level. "I'm super excited about my launch partnership with HSN. They've been incredibly enthusiastic about BOYFRIEND, and particularly supportive of my creative vision," says Walsh.

"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, SVP 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."

In the fragrance creation process, Kate was inspired by the scent of a "guy on a girl," and combined notes of amber and woods, with a bright floral scent that women love. The fragrance has a bright muguet floralcy with dark plum and myrrh on top, with night blooming jasmine.

To ensure that "women can take their Boyfriend wherever they go," Kate created The BOYFRIEND Kit, a luxurious black train case inspired by a classic vintage design retailing for $79.95 and featuring (1) each of the following products:

  • Deluxe Miniature Fragrance Spray 15ml
  • Body Creme 50ml
  • Dry Body Oil 30ml
  • Votive Candle 24 grams
  • Pulse Point Oil 5ml

**Following the initial launch, select products from the kit will be offered in individual full-sized packaging featuring the 50ml EDP.

The Boyfriend story will be told through a viral campaign that will consist of branded videos or "webimercials." The "webimercials" will feature Kate and different Boyfriend scenarios. "Just as you tune in every week to watch your favorite television shows to follow the story line...there will continually be a new boyfriend story to entice the customer," says Walsh. Additionally, consumers will have the chance to engage with the brand and tell their own boyfriend stories via uploaded videos. This user generated content will be integrated into Boyfriend marketing creating a truly unique call to action for the consumer.

About Boyfriend LLC:

Founded in 2010, Boyfriend LLC is a newly launched beauty and lifestyle company, owned by actress Kate Walsh. Boyfriend LLC will launch its first product this November with HSN to be followed by a retail launch in Sephora stores nationwide in January 2011. Boyfriend LLC will continue to roll-out new Boyfriend fragrances through 2012 with the plan of expanding into the lifestyle market. Givaudan and perfumer MaryPierre Julien created the juice, Consultant Pamela Vaile, worked with Kate to develop the product line, the marketing plan and distribution strategy, Bentley Laboratories LLC created the formulas and Chad Lavigne LLC produced the package design and branding imagery. Kate is represented by her talent agents, Karen Sellars (ICM) and Rob Levy (Head of Branded Entertainment, Untitled Entertainment).

About HSN

Headquartered in St. Petersburg, FL, HSN is a leading interactive multichannel retailer, offering a curated assortment of exclusive products and top brand names to its customers. HSN incorporates experts, entertainment, inspiration, solutions, tips and ideas to provide an entirely unique shopping experience. At HSN, customers find exceptional selections in Health & Beauty (e.g. M. Asam, Carol's Daughter, Coty, FranBrand, FusionBeauty, Andrew Lessman's Procaps, Lancome, Perlier, Serious Skin Care, Signature Club A, Wei East, ybf Beauty); Jewelry (e.g. Heidi Daus, Grayce by Molly Sims, R.J. Graziano, IMAN Global Chic, michaeLisa, Noir, Amedeo Scognamiglio, Tori Spelling, Serena Williams Signature Statement); Home/Lifestyle (e.g. Nate Berkus, Bissell, Colin Cowie, Dyson, Todd English, GreenPan with Thermolon, Emeril Lagasse, Joy Mangano, MoMA Design Store, Wolfgang Puck); Fashion/Accessories (e.g. American Glamour Badgley Mischka, Curations with Stefani Greenfield, Sam Edelman, Loulou de la Falaise, Chi by Carlos Falchi, Diane Gilman, "Timeless" by Naeem Khan, Adrienne Landau, Sharif); and Electronics (e.g. Canon, Gateway, GE, HP, JVC, Kodak, LG, Sony).

A leader in transactional innovation, HSN is the only retailer offering live streaming video on three screens: TV network, which broadcasts live to 95 million households in the US in HD 24/7; hsn.com, which ranks in the top 30 of the top 500 internet retailers and features 15,000 product videos; and mobile via its mobile-optimized site and iPhone and Android shopping applications. HSN, founded 33 years ago as the first shopping network, is an operating segment of HSN, Inc. (Nasdaq: HSNI).


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