This Monday the 30th, Sean "Diddy" Combs will appear in a place you'd least likely guess to be the former hip hop star's new hangout: HSN.
According to today's WWD, Diddy will present his I Am King and Unforgivable fragrances in a tv talk show-esque interview.
And mind you – there will be no outright sales hawking.
Diddy will present his I Am King and Unforgivable fragrances in tv talk show style, as a chit-chat interview instead of a sales pitch. "With the help of HSN, I'm going to be coming to your living room for the holidays. I can't wait to show viewers my lineup of Sean John Fragrances for men and women," says Combs.
And the digs? A customized set meant to mimic an inviting yet elegant living room complete with fireplace, built by HSN in its St. Petersburg, Florida studio just for the designer.
While the Combs-HSN partnership may initially seem odd, HSN sees it as a perfect pairing. "We have a real diverse audience and we see the opportunity for Sean to bring in a broad segment of new customers. This is a very embedded part of the strategy to really create a very exciting, dynamic distribution channel for prestige fragrances," says Grossman.
Diddy will be on HSN from 11 p.m. to 1 a.m. on Nov. 30th, with rumors from industry sources circulating that the projected sales goal is to break $400,000 during the evening show.
Somehow, that wouldn't surprise us.