Kim Kardashian App KKW Beauty Week


It was thoroughly On Brand.

Photo: @kimkardashian/Instagram

Photo: @kimkardashian/Instagram

In case you missed it, this week was “Beauty Week” on and its accompanying app. Kim Kardashian teased it heavily via (what else?) social media, enticing fans to sign up for her paid app by promising a week “focused on all things beauty,” including her “favorite products, tutorials, KKW Beauty and KKW Fragrance updates and SO much more.” Who would be willing to shell out $24.99 for a year-long subscription to the app just to get to that juicy beauty #content? Team Fashionista, of course!

Now, Kardashian’s eponymous platform offers up a good amount of beauty content on the regular — she is an industry trendsetter and mogul, after all. So, what set Beauty Week apart from her usual from-time-to-time hair, makeup and skin-care posts? There were more of them. And that was about it, honestly. The week happened to coincide with the much-hyped launch of Kardashian’s three latest Valentine’s Day-themed KKW Fragrance scents, so of course, a significant portion of the content was dedicated to promoting the products: There was a video teasing the giant chocolate hearts she sent out to influencers and press in honor of the launch, a quiz that helped to answer the all-important question, “Which Kimoji Hearts Fragrance Should You Buy?” and also a full Q&A with Kardashian herself. (“I wanted to create fragrances you could share with the people you love,” she wrote. Aw.)

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