On November 30, beginning at the ripe hour of 11 p.m., the Home Shopping Network will be forever changed when P. Diddy hits the airwaves. Diddy will shill his Unforgivable and I Am King fragrances with the reported goal of selling $400,000 worth of merchandise, and showing the world fragrances can be sold on TV — or, at least, that if anyone can convince the public to buy scents they can’t smell, Diddy can.
“We should own Behind the Fragrance,” [HSN CEO Mindy Grossman] said, paraphrasing the title of the music-biography series.
Since Diddy’s segment will be all about telling a story, he won’t just go on the air and spray his fragrance on awkward models while talking about how fabulous it is. He’ll be interviewed in a talk-show-like format on a specially built set, which you see rendered above (Diddy is our addition — to make it seem more real). Grossman hopes Diddy will bring in a whole new audience. Indeed, if we remember this come Monday after all the drinking we will have done in the past five days, we just might tune in — and we’ve never made an effort to watch HSN. Sean John executive vice-president Jeffrey Tweedy credits Grossman with “turning [HSN] into a hip TV channel.”