Oct 8, 2020
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Coty starts online expansion of Kylie Skin in UK, France, Germany and Australia

Oct 8, 2020

Coty is moving into the next stage of its expansion plan for Kylie Jenner’s Kylie Skin brand that it has controlled since last November. It’s launching direct-to-consumer flagship websites for the beauty label in the key markets of the UK, France, Germany and Australia. 

Kylie Skin

“As one of the fastest-growing and most-engaged beauty brands on social media, global accessibility is key to our brand mission,” it said.

The company began its move into Europe with the brand earlier this year in a deal with German beauty chain Douglas. But while that covered more than 2,000 doors in 25 countries, it only took in a limited number of products.

Launching brand websites means a wider Kylie Skin offer will be available to consumers in a selection of important e-commerce markets for the first time, although it won’t be the full offer at first. The plan is to expand gradually.

The European websites’ initial products assortment includes the Coconut Body Scrub and Lotion, Vanilla Milk Toner, Kylie Skin Travel Bag, Walnut Face Scrub, Hydrating Face Mask, Eye Cream, Vitamin C Serum, Foaming Face Wash and Face Moisturizer.

The Australian webstore includes the Face Moisturizer, Vanilla Milk Toner, Foaming Face Wash, Coconut Body Scrub, Walnut Face Scrub, Hydrating Face Mask, Vitamin C Serum and Eye Cream in the initial product line up.

Coty said that expanding on the brand’s existing retailer partnerships, the direct-to-consumer websites will allow consumers to shop for the products in local languages and currencies, while avoiding additional customs fees and duties. And the newly launched D2C network allows faster delivery of products to consumers.

The brand was one born out of the fame of the Kardashian-Jenner clan and was built largely through social media. Jenner has over 300 million followers across her personal and brand social media channels and this has been crucial in driving brand growth since its launch in May 2019.

Coty said it’s continuing to see “collections sell-out quickly”. For example, “the recent Lip Balm Set launched on [Kylie Jenner’s] birthday in August sold out in 18 minutes,” said Simona Cattaneo, President Luxury Brands at Coty. “The launch of the Kylie Skin international websites also reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model.”

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