Brand Tracker

Welcome to the automated Brand Tracker diaries.

United States

Khloé Kardashian heads to Sephora. Her perfumes will be in 1300 stores.

Campaign: Sephora Launch

Source: https://www.mam.cz/novinky/zadavatele-a-znacky/2026-09/khloe-kardashian-miri-do-sephory-jeji-parfemy-budou-v-1300-prodejnach/

Goal: Expand the fragrance portfolio and increase brand awareness

Media: Paid social media ads, digital media, outdoor advertising, media partnerships, and Hulu advertisements

Summary: Khloé Kardashian has expanded her fragrance empire with a launch in Sephora, bringing her luxury perfume portfolio, including XO Khloé, Almost Always, and XO BLUE, to 1,300 stores across the US and Canada. This launch marks a significant milestone for the brand and positions Kardashian as a major player in the global cosmetics industry. It serves as a strategic platform for international expansion, utilizing Sephora's retail network to meet growing consumer demand for luxury fragrances.

Global

The End of Core Business: Why Pepsi Now Makes Cosmetics?

Brand: Pepsi

Campaign: Pepsi x Glamlite

Source: https://infonegocios.biz/infomiami/el-fin-del-core-business-por-que-pepsi-ahora-hace-cosmeticos-michelin-red-bull-y-oreo-tambien-expanden-categorias-2

Goal: To expand cultural relevance beyond beverages

Summary: Pepsi's recent launch of the cosmetic line Pepsi x Glamlite, featuring cola, cherry, and vanilla scented body care products, signifies a shift from traditional brand categories to a focus on cultural relevance and consumer experience, highlighting the importance of brand equity in diverse markets.

brand extension Cosmetics Cultural relevance

Global

Rare Beauty draws inspiration from Greek mythology for global campaign

Brand: Rare Beauty

Campaign: Rare Beginnings

Source: https://www.marketingdive.com/news/rare-beauty-draws-inspiration-from-greek-mythology-for-global-campaign/826225/

Goal: To promote Rare Beauty's second fragrance

Claim: Rare Beginnings turns the idea of self-revelation into a feeling

Media: Social, out-of-home, retail, and paid digital

Summary: Rare Beauty, founded by Selena Gomez, has launched a global campaign for its second fragrance named Rare Beginnings, which draws inspiration from Greek mythology. The campaign features a hero spot directed by Hans Neumann, focusing on themes of self-revelation through a nymph metaphor. The initiative includes various media channels and showcases still photography with a painterly approach. The fragrance is exclusively available at Sephora.

Cosmetics Fragrance Campaign Greek mythology