By  on August 24, 2012

“How do you sell 60,000 bottles of fragrance in a day when no one has smelled it?” asked HSN’s general manager of beauty and merchandising, Betsy Olum. The answer is: “You tell a story.”

In the beauty business for over 20 years, HSN has transformed itself from a relatively undeveloped beauty retailer with a handful of proprietary brands to a robust venue for more than 60 — across the color cosmetics, skin care, hair care, nail care, beauty tools, bath and body and fragrance categories.

“It’s hard to believe that only six years ago 70 percent of our air time was dedicated to four proprietary beauty brands,” said Olum, who named some of HSN’s current best-selling brands as Serious Skin Care, Perlier, Signature Club A and Your Best Friend, which are all exclusive to the network, as well as Lancôme, Shiseido, Wei East, Boscia, Carol’s Daughter and Benefit. “Things have changed dramatically over the past six years.”


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