Kylie Jenner Brings Ulta Another Exclusive Perfume
What’s new: Ulta Beauty is spotlighting the launch of Kylie Cosmetics’ Cosmic by Kylie Jenner 2.0 as part of an ongoing partnership with Jenner’s direct-to-consumer brand.
What we saw: A display table in stores touts the SKU as “new & exclusive,” stocking both the original Cosmic and the new version in a variety of sizes sold for $27 to $80.
Additional support: Jenner and Kylie Cosmetics plugged the SKU’s March 7 Ulta launch on Instagram, TikTok and Facebook. The scent first released through KylieCosmetics.com on Feb. 27. Shoppers who buy a large SKU of either version of Cosmic through June 28 receive a free tote bag. In April, the brand released a Mother’s Day gift guide showcasing SKUs available at Ulta including both versions of Cosmic.
The brand also had a major presence at the April 26 Ulta Beauty World event in San Antonio, with a booth showing off the new SKU along with the brand’s plumping powder matte lip line. The original Cosmic — Jenner’s first fragrance — received UIta’s 2024 Exclusive Brand Launch of the Year award at the event.
More context: Kylie Cosmetics made its retail debut at Ulta in 2019 and has worked with Ulta on numerous promotions and exclusive launches ever since. In December 2024, a display fixture in Ulta spotlighted “Kylie’s Wish List” for the holidays, showcasing a wide variety of limited-edition SKUs including eyeshadow shades and gift sets.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
