Kim Kardashian released her newest KKW Fragrance collection on Tuesday this week, and within the first five minutes of the perfumes going on sale the brand was reportedly making $1 million a minute.
According to TMZ, the three Kimoji-inspired scents, priced at $45 (about £35) each, made $5 million (about £3.8 million) in just five minutes. And that’s without any spend on traditional advertising.
The perfumes – Vibes, Peachy, and Cherry – were previewed at a pop-up in California, before being sold exclusively via Kardashian’s website, kkwfragrance.com. Naturally, the promotion was purely digital too.
As the ultimate influencer, Kardashian used Instagram to build hype around the launch, and gifted samples to her famous friends and family.