To that end, Zellner marketing plans for the fragrances reach from prestige department stores to mass-market outlets, with bottle size basically determining the outlet — smaller bottles in the mass market, larger bottles in prestige distribution.
He’s also preparing a fourth scent with Kim, expected to launch early next year, and he’s speaking to Kourtney Kardashian about creating a scent with her moniker. Kim’s scent is also growing in international distribution, said Zellner. It is currently sold in the U.K., the Middle East, Australia and Canada, among other markets.
“The Kardashians have a work ethic that is quite extraordinary,” said Zellner. “They travel 24/7 to support their brands, and they are very involved in the development process — from the creation of an idea to what the bottle looks like and what the juice smells like, and the decision-making with the distribution. They are bright and marketing-savvy. A lot of celebrities get involved with striking a deal and not getting behind a brand once it’s launched. That is not true of the Kardashians.”
And the Kardashian hand in beauty isn’t limited to fragrances. For holiday 2011, Nicole by OPI, now owned by Coty Inc., is launching a 14-stockkeeping unit line called Kardashian Kolors. Each female Kardashian is represented in the lineup, with colors like Kim-pletely in Love (a blush pink), All Kendall-ed Up (a bright fuchsia), Wear Something Spar-Kylie (a sparkly mid-tone pink), Sealed with a Kris (a bright red), Khloé Had a Little Lam-Lam (a deep dark emerald) and Hard Kourt Fashionista (a deep brown). Each will retail for $7.99.
Kim, Khloé and Kourtney also are involved with skin care. Together with Dr. Ron DiSalvo, senior scientist for Perfect Science Labs, the sisters helped develop a three-step skin care system called PerfectSkin. It is designed to work for all skin types — according to the company, Kim’s skin is dry and sensitive; Khloé’s skin is oily and prone to acne breakouts and Kourtney has combination-to-slightly oily skin. A 30-day supply sells for $29.95 and is carried at pacorabannesite.com