Kris Jenner, being the supreme “mom-ager” and overall master manipulator that she is, has come up with her most self-promotional scheme to date. Yesterday, Kris took over daughter Kylie Jenner’s Instagram, Facebook, and Twitter pages for Kylie Cosmetics. The twist? All of the account handles have been (temporarily) changed to Kris Cosmetics. The bio line for the pages read, “ONLY FOR A LITTLE ? #KrisJennerCollection.”
Signs of the collaboration first came a day ago, when Kylie cosmetics posted a cryptic video to her Instagram page. The video starts with Kylie’s name, in her brand’s usual block typeface, against a stark black background. Her name quickly dissolves as the page is “hacked,” replacing Kylie’s name with Kris. Fans of the Kylie Cosmetics were eating up the social media antics.
One fan wrote, “Love you, Momager. Best marketing gimmick so far. My hats off, you #goals.”
Soon after, Kris teased the forthcoming line with another promo video, with her stepping out of a Roll’s Royce Phantom and ascending upon a gilded throne.
“Dude i like Kris’s collection the best out of all the collabs. The packaging is amazing and the eye shadow pallete is on point. Don’t get me started on the highlighters. ❤❤❤ @kriscosmetics,” wrote one avid fan after Kris shared swatches of the “kollection” on her Insta story.
If responses on social media are any indication, the line is poised to do very well. Which makes sense, given that the fact that Kylie’s line of “kosmetics” has been doing gangbusters. In 18 short months, Kylie raked in $450 million in sales, according to a report by WWD. If all goes according to plan, Kylie Cosmetics will reach $1 billion in sales by 2020, a feat that even beauty giants like Estee Lauder and L’Oreal couldn’t achieve in that amount of time.
The collection is scheduled to arrive this Mother’s Day.