![]() “They do go above and beyond, and they do make a lot. She insisted she’s more prepared for the demand than Jenner was almost two years ago. Hopefully, the same won’t happen for Kardashian, as she’s learned a bit about launching a brand on social media from watching Jenner’s own business thrive. In the year leading up to the birth of Kylie Cosmetics, so much press and social media chatter was focused on Jenner’s now-famous pout and debate over whether or not it was surgically enhanced (she later admitted it was) that the day the Lip Kits came out, the site crashed within moments. In addition to letting them broadcast goings-ons or what they’re wearing that day, it’s a platform to reveal new projects and product launches, as well as a vehicle for the population at large to engage and interact with America’s most famous family. Then there’s that little thing called social media, an integral part of the Kardashian-Jenner brand-building. 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. Kim Kardashian's Skims Generated $13.8 Million in Media Impact Value With Menswear Line LaunchĪn 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. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |