Purple Lab Talks to HSN
February 16, 10
Before my HSN debut, I had a chance to talk to Michael Henry, SVP Beauty Merchandising at the network. He is one of the first people I met at HSN and I immediately fell in love with him.
He is smart, engaging, funny, and he has seen it all.
So I had a little chat with him to get some advice and words of wisdom. Our conversation, below.
KR: I’m nervous – what is your best, calming tip for me before I go on hsn?
MH: The way to approach it is to see yourself as having a conversation with one person. You’re explaining the innovation and time and passion you have about this incredible line, Purple Lab, that you developed. I think that they are going to be very interested in hearing the whole story but then being able to see the product and demonstrate the product and show how it will work. I’m sure it’s like, when you get in an airplane and you sit down and you’re really tired. But you look over and someone gives you a smile and you start talking. You find yourself telling her about the incredible journey you’re on. This person becomes intrigued. It’s no different on air. It’s just you sharing your amazing story and your amazing products.
KR: Now, do people ask you what they should wear?
MH: No
KR: What should I wear?
MH: Only variations of purple.
KR: Too bad Lanvin is not in my marketing budget.
KR: I was looking at the flow and I have 3 minutes to talk about one product – how do people do it?
MH: It is something that comes with practice. The key is this – you want the consumer to understand why this product is so unique and why it’s going to benefit them. There’s the old saying “it only takes a second to make a first impression.” I do think that those words that you use and the demonstrations you use for the product will be so meaningful to the consumer that they just get it. That’s the advantage of you being such a great communicator and you put together a line that has taken into account so much consumer feedback. You’re almost a consumer advocate who has developed a line for them. I think they’re going to get it really quickly.
KR: Has anyone ever frozen on HSN?
MH: I’ve never seen it. You have a host that is there with you and people might think that there’s been this gap of a minute of silence and you’re staring at the camera… but that’s at the most, three to five seconds. It seems more to the guest on air. The host is there to guide you. They know the message that needs to be communicated. They’re very skilled. They’ll pop right in with a question that you’ll feel very comfortable answering. You’re not there alone.
KR: Have you seen the set renderings?
MH: I think the set looks great. We have such a talented group here. They never cease to amaze me how they can make all the brands come to life, visually, with the set design. No two sets ever look alike. Each set that they do really picks up the value and the essence of the brand for the consumer to see. We take that very seriously.
KR: What do you look for in a new brand coming to HSN?
MH: Excellent product is cost of entry. We assume that. What we’re looking for is major innovations, technological breakthroughs and products that address a void in our customer needs. Once we have product that fills the bill, we think we have a great story. We can go out and describe a product that has never been seen before or is just so unique in the market or is being introduced to the market. HSN becomes the platform to share that with our customers.
Once you have a great product and a great story – because we are a medium of entertainment – you need that great story teller.
A great story teller is someone who is real, passionate, an authority. Someone the consumer will look at and think, “I trust this person.”
When we find that package, we know we have a formula for success.
KR: I’m so flattered because Purple Lab is in that category!
MH: Exactly!
KR: Any final words of wisdom?
MH: You are so good – you need to go to a spa! You need to meditate. You know this stuff inside out. I see so many brands and so many products and when we were in that conference room and you started talking about your brand, you had all of us in the first minute.
The thing you want to make sure is that you want to be relaxed but you want to be Karen. You want your personality to come through and connect with the customer so you can resonate w/ them why this product is right for them and why it’s different.
KR: Thank you so much! I can’t wait to see you!
MH: I can’t wait to see you either.
Mwah!
Karen
Purple Lab Creatrix
P.S. I’m booking a massage for Sunday!
Tags: Beauty, HSN, Makeup, Purple Lab
February 17th, 2010 at 6:34 am
Karen,
2 things popped out at me from the above convo and he’s right:
1) The thing you want to make sure is that you want to be relaxed but you want to be Karen. You want your personality to come through and connect with the customer.
and what I told you, too, before:
2) The way to approach it is to see yourself as having a conversation with one person. (I might add, just pretend she’s a friend that you are explaining this cool new beauty product to that you are excited about using yourself and that works for you really well so you want to share it).
So glad that HSN seems to be giving you awesome support all the way around. I’m also assuming that Lori will be there to help, too, since she knows the ins and outs of the HSN biz so well.
You’ll be a smash! I have no doubt!
BTW, the gals at the school I teach at loved my HLSH lip gloss today and I told them they would be selling at the special deal price during your visit. Hoping/helping you to sell out on air.
Mwah!
-Gay