Magic Kim: What is surprising about KKW cosmetics
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In late January, Kim Kardashian-West announced another product of the brand name. The second collection of KKW Fragrance fragrances was timed to February 14, but the game ended long before the holiday: bottles labeled "BFF", "Bae" and "Ride or Die" are already labeled with a hopeless "sold out". Kim understands what the celebrity effect is like no other - we tell how the TV star successfully applied it, deciding to seize the cosmetic industry.
Everybody knows about the noise that rises around everything that Kim Kardashian does - even those who do not want to hear anything about the main American star. Last year, she found another niche in which she managed to take place with record numbers: her own cosmetic brand Kim, called her initials, with each new launch caught the attention of the beauty community. In the case of decorative cosmetics, competing with others under the star name is not so difficult, but sales of both KKW Fragrance collections are still surprising. The first - Crystal Gardenia - brought ten million dollars in just one day; the three flavors of Kimoji Hearts seem to strive for the same numbers.
It seems that businesswomen from the Kardashian-Jenner clan do everything effortlessly: their names in the media and social networks work so that the best advertising for Kanye West’s clothes is not Kim. Even her permanent make-up artist Mario Dedivanovich, of course, who had a hand in creating the brand, turned into a world-famous professional. The fragrances will not sell themselves, and the fashion for the bottles in which the name of the actress or pop singer flaunts smoothly disappeared in the 2000s - however this did not prevent perfume in plastic hearts from becoming the main object of desire in the cosmetic world. The initial data are banal: sweet flower and fruit aromas, judging by the descriptions, belong to the category of those whose perfume experts are dominant in the mass market. Simply put, for Kimoji Hearts, you can pick up dozens of analogues, but their value is not in the work of perfumers.
That large, that independent brands today are not shy of any methods of attracting attention: the strategy for which a product is produced in small batches, allowing in a short time to achieve its complete disappearance from sales, is characteristic not only of KKW. This forces potential buyers to be interested in the following launches and makes funds in bright packages collectible. In addition, a significant role is played by the fact that the main excitement about just released spirits or sticks for contouring occurs on the Internet: beauty bloggers make every new product of Kardashian a gold mine for mining views and likes. All participants in the company receive what they want at a nice price of $ 30 for 30 ml of perfume.
Another secret of the success of Mrs. Kardashian-West and her brand is in the personal participation of the brand creator in each launch. She gladly takes pictures of her own make-up make-up, lays out whole canvases of storis dedicated to KKW hailer, and poses with giant Kimoji Hearts bottles. On the day the sales started on Instagram, Kim got a list of people to whom she sent out the first bottles. Among those who received gifts were not only members of the infinite family, but also those who are considered to be "enemies" of the star: Taylor Swift, Black China, Chloe Grace Moretz. She once again managed to "blow up the Internet": not on a huge scale, but just enough so that the flavors were in the spotlight. A press kit wrapped in a chocolate heart that had to be smashed with a hammer to get to a box of toilet water, no longer looks like such a surprise.
Bright dessert flavors still need the first feedback from the happy owners, but it is already clear that the brand Kim has a great future. Indeed, all purchases are made primarily due to the celebrity effect and the desire of millions of subscribers to touch the celebrity. Still, the successful campaigns of Kylie Jenner and Rihanna argue that such undertakings of people of this magnitude lead to the best: they have the ability to produce affordable and high-quality cosmetics with a minimum of risks. We look forward to when Kanye West finally joins the family beauty business - it would look especially luxurious in a gold highlighter. And Kim Kardashian and Mario Dedivanovich meanwhile have already announced the following collaboration.
Cover:KKW