American media personality Khloé Kardashian is expanding her fragrance business into Sephora, bringing her portfolio of scents to the beauty retailer’s stores and website in the United States and Canada.
The launch includes Kardashian’s XO Khloé, Almost Always and newly introduced XO BLUE fragrances. The products will be sold in 1,300 Sephora U.S. and Sephora Kohl’s locations, while Sephora will be the exclusive retailer for the fragrances in Canada.
North American retail expansion
The expansion, announced in partnership with LUXE Brands, gives Kardashian’s fragrance portfolio a broader physical retail presence while establishing Sephora as its Canadian retail channel. The collection is available at Sephora.com and in stores.
The companies also describe the North American launch as a foundation for potential international expansion into markets including Mexico, Brazil, India and parts of Asia. A news release says the partnership is intended to use Sephora’s retail presence and media reach in the U.S. and Canada to assess consumer demand before expanding into additional international markets.
“Sephora is such an iconic destination for beauty discovery, and I am so excited to bring my fragrance collection to their community,” said Kardashian. “Creating these scents has been a deeply personal journey for me. I wanted to build a portfolio that offers a transportive and memorable experience and Sephora is the perfect partner to help tell that story.”
The fragrances will also be supported by a marketing campaign spanning paid social and digital advertising, out-of-home advertising and media partnerships, according to Noreen Dodge, chief marketing and strategy officer for LUXE Brands.
“The Sephora expansion for Khloe’s fragrance portfolio will be supported with a comprehensive 360-degree media campaign across key consumer touchpoints, from paid social and digital to out-of-home and strategic media partnerships” said Dodge. The campaign will also leverage high-impact entertainment adjacencies, including video placements surrounding the new season of Hulu’s The Kardashians, reinforcing that Khloé’s fragrances are now available at SEPHORA while driving awareness, discovery, and engagement at scale.
Broader business portfolio
The Sephora launch adds another retail channel to Kardashian’s expanding business activities. According to the release, she recently launched Khloud Foods, a health-conscious snack brand, as part of an expansion into lifestyle and food.
Kardashian is also an executive producer of Hulu’s The Kardashians and her new series The Girls, which focuses on her inner circle. Her podcast, Khloé in Wonder Land, features conversations with a global audience.
Her fragrance business began with the solo launch of XO KHLOÉ, followed by Almost Always and XO BLUE.
LUXE Brands partnership
LUXE Brands, which is partnering with Kardashian on the fragrance portfolio, is a prestige beauty company with corporate offices in Florida and a creative hub in New York. Its portfolio includes fragrances and beauty brands associated with Ariana Grande, Nicki Minaj, Eau de Juice by Cosmopolitan and the Hummer brand through a licensing partnership with General Motors.
The company says its approach focuses on design, marketing and brand building with a digital-first strategy.
Sephora operates more than 2,700 stores across 35 countries, according to the release. The retailer’s North American footprint will provide the primary retail platform for Kardashian’s fragrance collection as the business moves into its next stage of expansion.
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