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| Kim Kardashian |
Kim Kardashian West is using Full Picture PR for her $200M alliance with COTY Inc. to expand her KKW Beauty's product line and open new market categories.
Her team will lead all creative efforts including communications, building on Kardashian West's 300M followers across social media and her standing as a major influencer among beauty consumers worldwide.
“Kim is a true modern-day global icon. She is a visionary, an entrepreneur, a mother, a philanthropist, and through social media has an unparalleled ability to connect with people around the world," Peter Harf, Coty CEO, said in a statement.
Coty, which will take a 20 percent stake in KKW Beauty, acquired a 51 percent stake in Kardashian West’s half-sister Kylie Jenner’s brands in January.
Christy Welder, executive VP at Full Picture, handles the Kardashian West deal. Prior to Full Picture, she was a VP at HL Group and special events manager for Bergdorf Goodman.
Desiree Gruber launched Full Picture, which has entertainment, beauty and fashion accounts, in 1999.
It has offices in Los Angeles and New York and has represented clients such as Condé Nast Entertainment, Google, AOL and Victoria's Secret.
Gruber was the executive producer of fashion reality show Project Runway that was hosted by supermodel Heidi Klum from 2004 to 2017.
Fashion PR pro Kelly Cutrone has charged hip-hop mogul Russell Simmons with a rape attempt in 1991.
Fashionable travel luggage and accessories are focusing on becoming more tech-centered to meet traveling and space-saving demands.
For lifestyle PR to be effective today, practitioners must lead with audience-centric strategies that meet consumers on the platforms they use, when they use them, with strong storytelling at its core.
Celebrities have always played a key role in the marketing landscape. But companies eager to tap into social media channels are now making a conscious shift to include influencers in their online marketing plans, with the fashion and beauty industries leading the charge.
It used to be standard for PR professionals to operate firmly behind the scenes. However, this invisibility can come at a cost to opportunities for thought leadership, discovery and an enhanced online presence that are metrics of success in our digital world.
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