Those who can’t get Kylie Jenner’s lips can at least score her tips.
With four releases of the social media queen’s LipKit selling out in minutes, many consumers get their Kylie fix at their local Wal-Mart, which recently debuted a nail color collection from SinfulColors called King Kylie. Wal-Mart was first out of the gate with the collection featuring shades such as Kryptonite and Kommando.
“We know our customers are big fans of Kylie’s cosmetics and they are very excited to try all the polishes in her collection,” said Molly Blakeman, a Wal-Mart spokeswoman.
As with most of her endeavors, Jenner is creating a social media buzz promoting the line on Instagram, Snapchat and her own app, where she recently showed clips from her nail launch party in New York. Shortly after the line was unwrapped at Wal-Mart, followers on SinfulColors’ Instagram account noted some stores were already sold out. Some of the nail colors are posted on eBay for as much as $12.99 — more than four times their original price.
King Kylie is the first of three collaborations that will roll out over the next few months as SinfulColors looks to shake up the nail color business and entice more Millennials into mass market doors.
SinfulColors’ head of marketing Blake Decker said the collection is doing well in its early availability and building positive consumer feedback. “The media coverage alone has already reached well over 500 million impressions,” she added, noting the launch is helping energize the nail category.
King Kylie is a gel-like polish with two steps and a top coat. Last month, Jenner told WWD she wanted a nail line accessible to all of her fans. The colors retail for $2.99 — a dollar higher than traditional SinfulColors. Two more limited-edition collections will roll out in April and then May.
Jenner is a behemoth when it comes to social media. Her combined social following encompasses 74 million users — not including Snapchat.