AMERICAS. Kylie Cosmetics, the beauty brand launched by Kylie Jenner, entered travel retail in the Americas this month in partnership with Dufry at São Paulo Guarulhos Airport and with Duty Free Americas at Miami International Airport.
The brand launched through an immersive omnichannel campaign in partnership with the two leading retailers.
The Kylie Cosmetics and Kylie Skincare ranges for Americas travel retail include clean and vegan formulas. Signature best-sellers such as the Matte Lip Kit, glosses, Kylighters, powders, brow kit, pencils and its skincare collection are available in pink and black gondolas.
With Duty Free Americas in Miami, the brand is showcased in the two main Terminal D stores with screens that demonstrate the skincare routine and Kylie Matte Lip Kit.
Coty VP Travel Retail Americas Diego Artola Villanueva said: “We are so happy to be the first airport to launch Kylie by Kylie Jenner in the USA; most of the passengers flying through Miami know Kylie and the first weeks are very promising.”
Duty Free Americas Vice President Purchasing Joseph Falic said: “We are delighted that Kylie Cosmetics has chosen Duty Free Americas as its first travel partner to feature the iconic beauty brand in the US airport. Coty’s team has worked closely with our marketing and merchandising departments to deliver Kylie Cosmetics and Kylie Skincare products that will appeal to Miami International Airport’s diverse passenger mix.”
In Dufry Brazil, the 360-degree campaign combines in-store animations with photo opportunities for consumers to engage with the brand and share content on social media. The activations also invite consumers to discover the brand and the products through disruptive and playful experiences.
“Kylie consumers are young, passionate, social & digital savvy, so we wanted to create an engaging experience to speak to this community,” said Coty Marketing Director Travel Retail Americas Aurelie Bonnefond.
On Wednesday last week, Brazilian influencer Amandinha and international make-up artist Ilde Goncalves hosted an event in São Paulo Terminal 3 to engage travellers with beauty tips and tricks featuring Kylie Cosmetics and Kylie Skincare products.
“Through her social media channels, Kylie has built a strong connection with her fans and customers. So it was important for us to integrate the digital and influencer part in our engagement with Kylie consumers,” said Villanueva.
Dufry Americas Head of Beauty Beatriz Macedo said: “The launch of Kylie is a milestone for Dufry Brazil. We are very excited to engage once more with Coty and attract a younger all-time-connected passenger aligning our omnichannel strategies to offer in São Paulo a pink, fun and ultimate shopping experience.”