Kylie Jenner is banking on her most famous and controversial asset — those lips — with the launch of a lipstick line. And not surprisingly, the site at lipkitbykylie.com was down within an hour of going live Monday at noon.
The youngest Jenner unveiled her Kylie Lip Kit, a collection of three liquid matte lipsticks that come with a corresponding liner, to her more than 50 million combined social media followers. The 18-year-old has been teasing the product via social media on her Instagram account, which boasts nearly 44 million followers, as well as on Snapchat, where she posted videos counting down to the launch. The range has three shades to start: Dolce K, True Brown K, Candy K — a nude, a dark brown and a light pink, respectively.
By 1:15 p.m., shoppers trying to add product to their carts received a message that the site is “currently experiencing higher traffic than normal” and to check back in 15 minutes. The site was still down an hour later, and 15 minutes quickly turned into three hours. By 4:15 p.m., matte lipstick enthusiasts were still unable to get their hands on one of the $29 sets.
Jenner selected the prime time of noon EST during Cyber Monday — the most trafficked online shopping day of the year in the U.S. — to unleash lipkitbykylie.com. It’s unclear whether the blockbuster shopping day or Jenner’s sheer celebrity power was to blame for the site outage, but signs point to the latter.
The only people able to snag a Lip Kit were those who attended the launch event on Monday afternoon, where Jenner was on hand to fete her Lip Kits at the Dash Boutique on Melrose Avenue in Los Angeles.
The product was entirely self-produced by Jenner, who tested and developed the colors herself, and is the first to be branded by her exclusively under the Kylie Jenner name. She collaborated with the firm Ultrabrand, which worked on Web site design, e-commerce infrastructure build and logo and product marketing design.
Jenner’s public relations machine said there is “potential for the line to expand and more colors to be introduced” at a later date.