Kim Kardashian is continuing to expand on her KKW Beauty line with the release of a highly anticipated fragrance titled Crystal Gardenia, which will be available for purchase during a collaborative perfume popup with the curated beauty brand Violet Grey.
Kardashian planned to take an eCommerce approach to the perfume, by offering the fragrance exclusively through her online store, with a direct-to-consumer model. The announcement of the Los Angeles-based popup enables consumers to get their hands on the highly sought after fragrance more efficiently, creating a hype around the already popular perfume. The perfume, which launches on November 15th, be available in-store for one day only, along with the other scents 'Crystal Gardenia Citrus' and 'Crystal Gardenia Oudwill,' while supplies last.
Socialite Fragrance Pop-Ups
Kim Kardashian Teamed with Violet Grey for a LA Perfume Pop-Up
Trend Themes
1. Pop-up Fragrance Shops - The success of this collaboration shows a trend towards temporary, exclusive shopping experiences for luxury items such as fragrances.
2. Direct-to-consumer Fragrances - By offering the fragrance online, Kardashian demonstrates the trend of cutting out traditional retail channels, and going straight to the consumer through e-commerce.
3. Celebrity Branded Fragrances - This trend continues, with the release of Crystal Gardenia, a new celebrity-anchor fragrance that has already gained significant media attention and hype.
Industry Implications
1. Beauty and Cosmetics - The beauty and cosmetics industry benefits from pop-ups as well as a shift away from traditional brick-and-mortar retail models.
2. Fashion and Luxury Retail - The high-end fashion and luxury retail industry can embrace pop-up shops as a way to enhance product exclusivity, and create demand and hype around new releases.
3. E-commerce - The e-commerce space continues to grow with eCommerce fragrance companies bypassing traditional distribution channels, designing e-shops characterized by dynamic product assortment and marketing tailored for multichannel customers.