Kim Kardashian Teamed with Violet Grey for a LA Perfume Pop-Up
Ellen Smith — November 15, 2017 — Fashion
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.
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.
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.
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