Khloé Kardashian’s XO fragrance: A masterclass in marketing power

If the Kardashians have taught us anything, it's the power of marketing - and Khloé Kardashian’s debut fragrance, XO Khloé, proves it. Launched in November at Harrods, the fragrance’s early sales results are already shaping up to be a case study in buzz-building success.

The star power behind its successful launch into the industry is Shelley Smyth, CEO of Phoenix Beauty (XO Khloé's UK distributor), and Kelly Marks, co-founder of PR agency Pure.

From distribution to buzz-building, these two women have been instrumental in a launch that, in Shelley Smyth’s words, "has delivered excellent results in a short period of time and is on track to exceed expectations".

Smyth added: "As a lifestyle fragrance, consumer feedback has been amazing. The juice is beautiful and the bottle and packaging are stunning. The brand has been extremely well received, being of outstanding quality at an affordable price point."

Following its launch, Phoenix Beauty brought in Pure towards the end of last year to orchestrate a "consumer-captivating" campaign - and the results speak for themselves.

A Harrods pop-up photo moment, XO-branded taxis, a projection takeover at Marble Arch, and a high-profile press junket formed part of a wider activation that has helped elevate the fragrance launch into a cultural moment.

But it’s not just the beauty world taking notice. The campaign even features in the season six finale of The Kardashians, streaming this week on Disney+.

Marks said: "We create amazing moments for all our clients at Pure. But as a PR, you’re used to keeping yourself in the background and projecting your brand into the spotlight. Because of the nature of The Kardashians show and its global popularity, we’ve had so many people - from industry peers to family - get in touch to say they saw us and our work on screen."

"It’s pretty great to see your team’s work on such a big scale. The entire team at Luxe Brands, Phoenix Beauty, Hulu - and of course Khloé and Kris—were so delightful to work with. Having Khloé describe our work as ‘Pure perfection’ might just be the best recommendation for our agency creds deck yet!"

Developed by Luxe Brands with master perfumer Alberto Morillas and senior perfumer Clément Gavarry, XO Khloé is described as an indulgent floral featuring crystallised rose petals, praline, soft woods and musks.

Available in 100ml at Harrods and a new 30ml format at Boots, the fragrance is designed to embody Khloé’s "positive spirit and the light she shares with everyone."

While celebrity fragrances are nothing new, it’s the strategic partnership between brand, distributor and agency that’s turning this launch into a case study in effective beauty marketing. With the UK rollout only just beginning, all signs point to XO Khloé continuing to outperform expectations in 2025.