Reality TV star and businesswoman Kim Kardashian has announced she will launch a gardenia-inspired fragrance collection under her KKW Beauty firm.
The social media savant-turned-entrepreneur will release three eau de parfums via Kardashian’s online beauty portal kkwfragrance.com.
SEE ALSO : The rising influence of rappers walking the runway
Dubbed ‘Crystal Gardenia’, ‘Crystal Gardenia Citrus’ and Crystal Gardenia Oud’ – all variations on Kardashian’s preferred flower scent – the perfumes will be available in two sizes, both 30ml. and 75ml.
For the Gardenia collection, Kardashian worked with fragrance house Givaudan.
The brand’s signature scent, ‘Crystal Gardenia’, features notes of water lily, gardenia, tiara flower and velvet tuberose, rounded out by warm woods and skin musk for a deeper finish. ‘Crystal Gardenia Oud’ opens with top notes of bergamot, lavender, red rose and jasmine, featuring base notes of oud, patchouli and royal amber, while ‘Crystal Gardenia Citrus’ boasts top notes of sparkling citrus, woods and musks.
Some 300,000 bottles with go on sale and are expected to sell out in minutes.
“I think that with the social media aspect of it, [and] being able to really reach so many people, I think it’s going to work. Obviously I’m in the celebrity category, but I just wanted a bottle that was so simple that can look like it’s something sitting on your counter and be a beautiful object. I tried to make it really timeless so that it can’t just all be about a celebrity fragrance,” Kardashian told WWD, in an interview.
SEE ALSO : Fashion label’s success now rests on identity, not innovation
Kardashian first unveiled her KKW Beauty brand in June this year, with the launch of a Creme Contour & Highlight Kit, available in four shades. The star then went on to launch a powder version of the first contour set, available in three shades.
The businesswoman has been doing fragrance since 2009 through a licensing deal with Lighthouse Beauty that has since ended.