Coty takes KylieSkin ecommerce overseas

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (ipopba)
© Getty Images \ (ipopba)

Related tags ecommerce D2C Coty

D2C beauty is everything in 2020. So cosmetics, personal care, and fragrance brands of every size are investing and expanding to get in front of consumers online. And that’s just what Coty is doing with KylieSkin in 4 new markets.

“The launch of the Kylie Skin international websites…reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model,”​ Simona Cattaneo, President Luxury Brands at Coty, says in this week’s media release about the ecommerce expansion.

And Kylie Jenner, the Kylie behind KylieSkin, shared comments also, saying, “I’m so excited to launch in markets across the globe. I always wanted to bring my skincare line to more consumers around the world and this will allow for an easier shopping experience and faster delivery.”

“I’m looking forward to engaging with more customers in the UK, France, Germany, and Australia, to hear what their favorite products are and how they incorporate them into their routines,”​ says Jenner.

KylieSkin launches D2C websites in Europe and Australia

The 4 new D2C sites will mean that beauty consumers in the UK, France, Germany, and Australia can shop in local currency and not see any customs fees or duties. And the local sites mean faster delivery as well, according to the media release.

And Coty knows a thing or two about swift delivery, particularly in the UK. This spring the company launched The Home Beauty Edit product bundles there. And as an enticement to consumers, the at-home salon essentials boxes are delivered in just 2 business days.

“Given the current terms of lockdown in the UK and the challenges our consumers face in getting online deliveries or to the shops safely, it presented a perfect opportunity to try to help,”​ Charles Oades, former UK and Ireland D2C director at Coty told Ben Sillitoe of Essential Retail​ in July. And, he added, “consumers still want to feel and look their best and we hope this initiative can enable them to do so from the safety of their home.”

Growing a globally accessible beauty brand in 2020

Coty’s strategy for the new D2C KylieSkin sites is to “offer a mix of products from the Kylie Skin line at launch and will expand their offerings over time.”

The new sites in France, Germany, and the UK have launched with products such as the KylieSkin Coconut Body Scrub and Lotion, Vanilla Milk Toner, Walnut Face Scrub, Hydrating Face Mask, Eye Cream, Vitamin C Serum, Foaming Face Wash, Face Moisturizer, and a branded travel bag.  

In Australia, the product mix will be smaller initially but have several of the same products: Face Moisturizer, Vanilla Milk Toner, Foaming Face Wash, Coconut Body Scrub, Walnut Face Scrub, Hydrating Face Mask, Vitamin C Serum, and Eye Cream.

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