As reality TV media darlings, The Kardashian sisters seemed unstoppable in their efforts to expand their growing empire of Brands and roster of product endorsements. In early 2010 the launch of their signature Skincare Line PerfectSkin was set to launch direct to consumer.

Analysis of the Situation

With the vast reach of their personal Brands via Social Media, it was imperative that development and management of Social Media Marketing strategies for PerfectSkin be unique and identifiable. The use of traditional Direct Marketing long and short format TV infomercials, and a “negative opt-out” subscription model, was of specific consideration. The broad reach of their personal Brands needed to be segmented and targeted to focus on skincare consumers.