Launched barely five years ago, Kylie Jenner‘s beauty brand sells most of its products in the US.
Coty acquired a 51 per cent stake in the company in November last year for US$600 million and globalisation was top of the multinational’s agenda.
Kylie Skin, the celebrity’s skincare range, launched in May last year. On its first anniversary, it rolled out in 2000 stores across 25 countries through Douglas, the largest cosmetics and perfume chain in Europe.
Kylie Skin has launched four new direct-to-consumer websites in Australia, the UK, France and Germany. Aussie fans can now buy bestsellers such as Face Moisturiser, Vanilla Milk Toner, Foaming Face Wash, Coconut Body Scrub, Walnut Face Scrub, Hydrating Face Mask, Vitamin C Cream and Eye Cream from www.kyliejennerskin.com.au in local currency.
“The launch of the Kylie Skin international websites reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model,” notes Simona Cattaneo, president, luxury brands for Coty.
Kylie Skin will launch exclusively into ‘bricks and mortar’ retail on November 10 into 85 Mecca and Mecca Maxima stores around Australia and New Zealand and online at www.mecca.com.au and www.meccabeauty.co.nz.
Mecca will offer eight face and body products from the Kylie Skin collection, including the Foaming Face Wash, Walnut Face Scrub, Face Moisturiser, Eye Cream, Vanilla Milk Toner, Vitamin C Serum, Hydrating Face Mask and Coconut Body Scrub.
Over half of Kylie’s 197 million Instagram followers are outside the US and the latest move is in line with last year’s report on her online activity by Meltwater Media Intelligence.
The findings revealed that four markets outside the US had a monetary value from media coverage in the billions – the UK at US$2.1 billion, Germany at US$995 million, Australia at US$600 million and Canada at US$521 million.