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Kardashians’ beauty brand goes digital

By Simon Pitman , 13-Feb-2013

Boldface Group, which produces the Kardashians’ beauty brand, Khroma Beauty, has partnered with digital provider Venda to provide a digital commerce platform.

Venda produces on demand digital commerce for web, tablet, mobile, Facebook and Twitter, and will be working together with Boldface to develop a complete digital platform that aims to cover all of these mediums to support the marketing and brand sales.

The company has offices in New York and London and has emerged as one of the leading digital providers in this field, having produced platforms for global brands including Tesco, Superdrug, JVC, Uban Outfitters, Jimmy Choo and Anthropologie.

Fan base is 'perfect' for digital platform

Talking about the Kardashians’ brand customer base, Jeffreey Max, CEO of Venda North America said; “Their fan base is the perfect demographic for digital commerce. They want to purchase whenever and wherever they are and Venda is the platform that will allow them to deliver that customer experience."

The Kardashians beauty brand combines a complete range of beauty products that are marketed and branded on the strength and enduring popularity of the reality stars, sisters Kourtney, Kim and Khloe.

"We believe we will realize a superior ROI from Venda's commerce experience, expertise, flexibility and reliability," said Nicole Ostoya, company CEO.

Kardashians brand faces legal battles

The news about the brand going digital comes off the back of legal action that had put its future into some uncertainty. At the end of last year the beauty brand was hit by two lawsuits over copyright infringements.

In December, Boldface filed a lawsuit on their behalf which aimed to get a declaratory judgement from the District Court in California to put an end to a claim that the ‘Khroma’ color cosmetics line was guilty of trademark infringement.

This came after make-up brand 'Kroma' filed a $10m suit in the form of a cease and desist letter last month to stop the Kardashian sisters trading under their similar beauty brand 'Khroma'.

Just a few days before that, co-owner of 'Chroma Makeup', Michael Rey, accused the sisters of trademark infringement, stating that it was difficult for customers to distinguish between the brands and that Chroma "is not in the business of endorsing low budget cosmetic products that will be sold in mass retail outlets."

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