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Marketing in Brief: QVC

This article was originally published in The Rose Sheet

Executive Summary

QVC: Tova Nights, the second fragrance by makeup artist Tova Borgnine, debuted during three days of special "Beauty by Tova" programming on QVC in early June, the electronic retailer said. Nearly 10,000 units of Tova Nights were sold during the program, QVC said. The fragrance opens with white lilies and violet leaves, leading to a heart of lilac, white peonies, pink roses and spice. Tova Nights' base comprises patchouli, sandalwood and musk accords. The scent was supplied by J. Manheimer. Tova Nights is housed in a black metal cylinder featuring the Tova logo. The outer carton features black on black floral embossed paper. A 10 oz. eau de parfum costs $35.86. QVC plans to air the "Beauty by Tova" every six to eight weeks starting in late August...
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