By  on March 28, 2008

NEW YORK — There’s a reason Tova Borgnine is often called the first lady of beauty at QVC and why she’s moved more than 10 million bottles of her fragrance worldwide without most customers even smelling it.

“Tova? Darling, I love Tova’s Signature,” screamed a reporter’s friend upon learning of an interview with Borgnine, who is in the midst of celebrating the 25th year of Signature. “I’ve never had anyone ask me what perfume I was wearing until I used Signature....It was just like the stories she tells on QVC,”  the exuberant friend related.

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