HSN Builds on Serena William's Score

(MoneyWatch)  HSN -- once the Home Shopping Network -- is following up on an earlier initiative and partnering with Wimbledon champion Serena Williams in the launch of MISSION Skincare Active Beauty: Featuring Serena Williams, a product line that will launch as an company exclusive with broadcast events on July 23 and 24. The introduction builds on the tennis star's appearance in the high-profile British tennis tournament and follows a promotion she did with HSN in the spring. The broadcast and Internet retailer featured the limited edition Serena Williams Signature Statement collection of apparel, accessories and jewelry in its broadcasts and on www.hsn.com from April 30 to May 2. HSN viewers snapped up 25,000 pieces over three hours of airtime during that three-day period. The Williams collection featured handbags, jewelry and apparel at prices ranging from $16.50 for Bling Drop Earrings up to $99.95 for a Flowing Floral Reversible Maxi Dress.

HSN often offers limited edition product lines as part of testing and building new brands, whether or not they are associated with celebrities. In another example from the celebrity side, singer Paula Abdul completed a two-day limited HSN event on May 20 that sold through 35,000 pieces of jewelry and apparel. Abdul will appear again on the network on July 31. Brands that get multiple showings on HSN also receive a consistent placement in the company's Internet operation, which helps to more firmly establish a label associated with a broadcast, and that is true of Abdul's Forever Your Girl branded products and Williams' MISSION line. HSN Inc. is a top 25 web site operator in terms of sales. In the latest quarter completed, HSN.com posted a four-percent sales gain to $142.5 million.

The MISSION Skincare collection builds around Oxygen-Active Daily Facial Cleanser, a skin cleaner, makeup remover and hydrating toner in one developed to be work in a 90-second application. It also includes Honey Sugar Body Scrub, Honey Sugar Restorative Body Butter, Pomegranate Lip Balmer SPF 15 and Pink Lemonade Lip Balmer SPF 15 at prices ranging from $3.99 to $39.99.

The product launch is supported by a viral contest -- dubbed She Can Do It in 90 Seconds ...Can You? -- driven by Twitter messages, Facebook updates and eBlasts that direct consumers to www.SerenasMISSION.com where they can compete for a grand prize package to meet Williams in person and receive two VIP tickets to an upcoming tennis tournament.