Kim Kardashian never knows what to expect when she visits a store as a spokesmodel for Fusion Beauty.
This story first appeared in the February 24, 2011 issue of WWD. Subscribe Today.
“Yesterday a girl showed me a tattoo of my face on her arm,” said Kardashian, who met the fan at Macy’s in Glendale, Calif. “That was pretty fun and different.”
Kardashian said she’d been “everywhere,” including Toronto, during a visit to Nordstrom’s Galleria Dallas store Wednesday.
“I love doing appearances — it’s a really good way to connect with people and they always tell me what their favorite product is,” she said.
Her fans, who are mostly young women in their teens and 20s, screamed and cheered when she appeared on the cosmetics floor at Nordstrom looking fit for a cocktail party in a black Azzedine Alaïa party dress, a Martin Katz white gold necklace and Christian Louboutin shoes.
Like her other two appearances for the retailer, the first 150 people to purchase $75 of Fusion products had queued for hours along a black rope to meet the celebrity. Kardashian autographed photos and met fans one-by-one for two hours.
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The Fusion Beauty contract ends in March, and while Kardashian says she “genuinely loves everything beauty,” she’s not jumping into the color category.
Anyway, she wants to focus on the Kardashian Kollection fashion brand she’s launching with her sisters, Kourtney and Khloe, in August at 400 Sears stores.
“We’re seeing a rollout of the line — it looks really amazing,” she said. “We’re extremely involved, we’re so picky. We get inspiration from all different photos, stuff that we love, but we might not love the cut or fit exactly so we modify everything. We try everything on ourselves and have fit models for different body types. Me, Kourtney and Khloe make sure we’re at all the meetings.”
Kim’s namesake fragrance is doing “really well,” and there is expanded distribution this year to Nordstrom, Wal-Mart and Perfumania.
She and her sisters entered the beauty business themselves last spring with a five-piece treatment line called PerfectSkin by PerfectScience Labs LLC. Sold on the company’s Web site, the five products can be purchased as a set for $39.90.
In addition, the sisters have a clothing line on QVC called K-Dash and run three contemporary clothing stores called Dash in New York, Miami and Calabasas, Calif. Kim and mother Kris Jenner are also spokeswomen for Skechers’ Shape-ups.
A K-Dash store that was originally planned to open last summer at the Mirage in Las Vegas has been postponed due to a change in investors, she said.
“It’s still in the works,” she said. “We are going to launch that definitely this year.”