LOS ANGELES: Coty, a major fragrance company, and Disney-ABC Television Groups Touchstone Television have teamed up to bring America a fragrance based on the primetime television show, Desperate Housewives.
New York-based Alison Brod PR will be handling outreach and PR for the new scent, which will be on shelves next week, according to Julia Dimm, Alison Brod account supervisor. She said the stars – Teri Hatcher, Eva Longoria, Felicity Huffman, Marcia Cross, and Nicolette Sheridan – were scheduled to attend a planned launch event, but it was cancelled, due to scheduling conflicts.
Karen Hobson, a representative with Disney said that the show’s stars were not under contractual obligation to attend a launch. Still, according to Alison Brod, the women of the show will be part of the marketing for the campaign. Coty representative Maria La Gamba declined to discuss what marketing would support the launch, commenting “that it was too premature to have any details.”
The companies involved declined to release the name of the fragrance, but have said that it is based on the characters, not the real-life actresses, from the hit show.
Desperate Housewives commands an audience of over 24 million viewers every Sunday night. Coty has launched fragrances for such names as MaryKate and Ashley Olsen, Jennifer Lopez, and Calvin Klein.