Kim Kardashian expects social media will work its magic for her once again and give her a place in the congested celebrity fragrance game.
The reality TV star has become a serious businesswoman and will launch on Wednesday three eau de parfums at her online beauty destination, www.kkwfragrance.com. There will be three variations of the gardenia fragrance, her favorite flower and scent: Crystal Gardenia, Crystal Gardenia Citrus and Crystal Gardenia Oud. Each will be sold in 30-ml. and 75-ml.
The three Eau de Parfums will be just sold online and be done it all digitally, she said. There is one exception: the range will have a small off-line presence, to start, at Los Angeles-based e-commerce site Violet Grey’s store on Melrose Place.
The twenty-year-old sister, Kylie Jenner, has spent the last two years building her multihundred-million-dollars “Kylie Cosmetics” empire, and Kardashian is angling to do the same with KKW Beauty. The Kardashian-Jenners beauty businesses are going toe-to-toe with industry behemoths like L’Oréal, Coty Inc., Shiseido Co. and The Estée Lauder Cos. Inc., with single-day sales volumes and record sell out times that even the largest of legacy beauty brands can’t command.