HSN, a leading multichannel retailer, announced today that its exclusive launch of Mary J. Blige’s My Life fragrance on July 31 drove the sale of more than 60,000 units with about 6 hours of air time, shattering fragrance records at HSN for units sold and placing the launch amongst the most successful in the prestige fragrance market.

The launch of My Life helped support the Foundation of the Advancement of Women Now (FFAWN), a non-profit created by Blige and Steve Stoute, chairman and lead investor of Carol’s Daughter, to assist women in need. For every unit of My Life fragrance sold, HSN Cares, the corporate social responsibility arm of HSN, will donate $1 to FFAWN.

“I am thrilled with the success of My Life, the experience on HSN with Carol’s Daughter and the overwhelming donations to FFAWN,” says the nine-time Grammy Award winner. “I can’t wait to share another touch of my heart. Thank you to all my fans–new and old–for being there for me,” Blige adds.

“The groundbreaking success of My Life on HSN changes the existing business model for a prestige fragrance launch and reinforces our role as a retail innovator,” says HSN CEO Mindy Grossman. “We were thrilled that Mary’s inspiring story, her character, and, ultimately, her fragrance drew such an enthusiastic response.”

“The fragrance industry is excited to explore the opportunities of new channels of distribution with supportive, creative and innovative partners like HSN,” adds Rochelle Bloom, president of The Fragrance Foundation. “The success of Mary J. Blige’s fragrance and her personal message proves their power to reach out and entice a vast, broad consumer who loves and wants fragrance. Bravo HSN and Mary J.!”

My Life, which was the first fragrance created by Ms. Blige and the first celebrity fragrance developed by beauty-lifestyle brand Carol’s Daughter, attracted nearly 20% new customers to HSN. In addition, as part of HSN’s continuity program, almost 10,000 customers signed up to receive shipments of the new fragrance on a regular basis.

“This launch proves that consumers are looking for new ways to engage with a brand. Long gone are the days of traditional marketing that rely only on sampling and advertising. Consumers want to connect, believe and immerse themselves in the experience. They want to see themselves fit into the story,” adds Steve Stoute.