Kylie Cosmetics makes a splash with Dufry and DFA in the Americas

By Charlotte Turner |

Coty has partnered with Dufry and Duty Free Americas to launch an immersive, omnichannel campaign for Kylie Cosmetics by Kylie Jenner for the first time in the Americas travel retail channel.

 

The ‘clean’ and vegan beauty brand rose to fame quickly once it launched in 2015, propelled by social media and the huge popularity of reality television programme – in which she starred – Keeping up with the Kardashians.

 

The brand entered travel retail in the Americas through São Paulo and Miami airports in June.

 

Whilst promising clean and vegan formulas, the brand’s signature best sellers, such as the famous Matte Lip Kit, glosses, Kylighters, powders, brow kit, pencils and its skincare collection are now available in pink and black gondolas at the aforementioned airports.

 

The impactful area dedicated to Kylie Cosmetics was unveiled at Sao Paulo Airport in June.

The area dedicated to Kylie Cosmetics was unveiled at Sao Paulo Airport in June.

 

DFA FIRST TO DEBUT KYLIE IN MIAMI

With Duty Free Americas in Miami, the brand is being showcased in the two main stores situated in Terminal D with screens that demonstrate the skincare routine and iconic Kylie Matte Lip Kit.

 

“We are so happy [that Miami is] 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,” said Diego Artola Villanueva, Coty VP Travel Retail Americas.

 

With Duty Free Americas in Miami, the brand is being showcased in the two main stores situated in Terminal D

With Duty Free Americas in Miami, the brand is being showcased in the two main stores situated in Terminal D.

 

“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,” added Joseph Falic, Duty Free Americas’ VP of Purchasing.

 

With Dufry in Brazil, a 360 campaign combines in-store animations with photo opportunities for consumers, allowing them to engage with the brand and share their content on social media. The activations also invite consumers to discover the brand and the products through ‘disruptive and playful experiences’.

 

‘PASSIONATE, SOCIAL AND DIGITAL SAVVY’ FANS

“Kylie consumers are young, passionate, social and digital savvy, so we wanted to create an engaging experience to speak to this community,” said Aurelie Bonnefond, Coty Marketing Director Travel Retail Americas.

 

ctivations also invite consumers to discover the brand and the products through ‘disruptive and playful experiences’. 

Activations invite consumers to discover the brand and the products through ‘disruptive and playful experiences’. 

Last Wednesday, Brazilian influencer Amandinha and international make-up artist Ilde Goncalves hosted an event in São Paulo Terminal 3, offering 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,” added Diego Artola Villanueva, Coty VP Travel Retail Americas. “So it was important for us to integrate the digital and influencer part in our engagement with Kylie consumers.”

 

Last Wednesday, Brazilian influencer Amandinha and international make-up artist Ilde Goncalves hosted an event in São Paulo Terminal 3

Last Wednesday, Brazilian influencer Amandinha (seated) and international make-up artist Ilde Goncalves hosted an event in São Paulo Terminal 3.

“The launch of Kylie is a milestone for Dufry Brazil,” said Beatriz Macedo, Head of Beauty Dufry Americas.

 

“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.”

 

The ‘clean’ and vegan beauty brand rose to fame quickly once it launched in 2015

The ‘clean’ and vegan beauty brand rose to fame quickly once it launched in 2015.

 

Middle East

JEDCO launches multi-category tenders at KAIA T1

Jeddah Airports Company (JEDCO KSA) has issued a request for proposals for several...

International

TR Consumer Forum 2024: Ticket sales now open

TRBusiness is thrilled to announce that you can now book your tickets to the TR Consumer Forum...

International

Alcohol insights: Conversion up, spend down in Q4

Conversion of visitors in the alcohol category in duty free has risen to 54% in Q4 2023,...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend