In the case of Jenner, it’s lips for Kardashian, it’s contouring. The two are sticking to a similar formula - a direct-to-consumer model hinged on releasing a single beauty item or trend that has become a signature to each. (In 2016, she formed fully realized beauty company Kylie Cosmetics). With KKW Beauty, Kardashian follows in the footsteps of her half-sister Jenner, who in November 2015 launched Kylie Lip Kits online, which contain a liquid lipstick and lip liner. It’s not like we’re making a small quantity and it’s selling out,” Kardashian said. We are definitely prepared for the demand.…I know they do make a mass volume. “We have a good model, and even from our lip kit, we have a really good general idea of what our customer is going to be like. This sell-through gave Kardashian – as well as her partner and manufacturer, Oxnard, Calif.-based Seed Beauty (also the parent company of ColourPop) – the confidence to go big with the first drop of her new kit. According to an industry source, 300,000 of the $45 kits sold out in minutes, the equivalent of $13.5 million in sales. She’s using the success of the KKW by Kylie Cosmetics crème lipstick set that she and Jenner collaborated on in April as a litmus test. In Kardashian’s first interview since revealing her fragrance and future beauty plans last week at Forbes Women’s Summit, the 36-year-old told WWD that she’s ready to meet that demand. A preview of packaging, campaign images and three videos with a flashing release date of the collection have garnered millions of views and likes - an early indication of the frenzy that could ensue when the site goes live in two days. ![]() ![]() An expert at building buzz online, Kardashian started teasing the KKW Beauty line to her 101 million Instagram followers last week, leading up to the launch of on June 21.
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