Ever since Mary J. Blige sold 72,000 bottles of her first fragrance, “My Life,” in 24 hours on HSN in 2010, other celebrities, including Eva Longoria, Kate Walsh and Jennifer Lopez, have flocked to the TV shopping channel to try their luck with signature scents, with varying degrees of success.
This story first appeared in the October 17, 2014 issue of WWD. Subscribe Today.
The latest TV personality headed to HSN with her first fragrance is Robin McGraw, who will debut on Oct. 28 as part of the TV retailer’s “Today’s Special.” It’s a return to the channel for McGraw, who launched her skin-care line, Robin McGraw Revelation, there on April 10. McGraw moved around 180,000 units of her products during her April appearance.
Those who have TV charisma tend to sell the best in beauty for shopping channels, especially because it’s not possible to try the item before buying it. Given that McGraw has been a regular on her husband’s talk show, “Dr. Phil,” since 2002, it’s doubtful she’ll have a problem with that when she returns to the channel later this month. In person, McGraw covers a lot of ground, from her products and her books (which include two bestsellers) to her multiple causes and her family.
McGraw noted that her mother is the inspiration behind and the namesake of the fragrance, called Georgia by Robin McGraw, which she concocted with Cosmo International. It has top notes of bergamot, pink freesia and water lotus; a heart of whimsical orchid, feminine rose and tea leaf, and a base of patchouli, soothing amber and coral musk. In addition to the $58, 1.7-oz. eau de parfum, McGraw also will offer a scented body butter, shower gel and hand cream as well as a four-item candle collection, each named after the men in her family.
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While McGraw and HSN declined to comment on projected sales, industry sources estimated the fragrance could do $4 million to $5 million in its first year. McGraw’s foundation, When Georgia Smiled: The Robin McGraw Revelation Foundation, is also named for her mother. McGraw is an advocate for causes related to domestic violence.