![]() ![]() In 2019, the company will spend money on digital marketing for the first time, Mona added, as well as focus on its e-commerce strategy. Sample sets will be created so customers can test all four scents. “We have three posts and we just started the page.”īut for fragrance, the marketing strategy extends far outside of Instagram into real life, where pop-ups are part of the strategy to get the fragrance in front of people’s noses. “We already have over 10,000 followers,” Alya Kattan said. And Alya Kattan has already set up Kayali’s own Instagram page. Marketing materials are partially inspired by a Snapchat filter Huda Kattan saved a few years ago - one that looks like layers. ![]() Bottles are pretty, but perfume is clear and not smellable via mobile phone, leaving a new and potentially challenging task for Alya Kattan, who handles the brand’s social media accounts.įor the first time, the sisters hired an agency, Anomaly, to help with the creative. More broadly, the collection is meant to shake up the fragrance industry, she noted, in a similar way that Huda Beauty shook up makeup.īut Kayali doesn’t have Huda Beauty’s inherently visual - and Instagrammable - traits. We wanted this to be a more modern piece of the Middle East,” Mona Kattan said. “If you go into the old souks in any Middle Eastern country, you’ll find a lot of these diamond-style bottles, but they’re super small. Kayali’s bottles feature an elongated octagonal shape, made of clear glass with a diamond-shaped topper meant as a nod to the traditionally elaborate flacons frequent in the Middle East. “Even though people might be like, ‘What? Why are they talking about this right now?’ Later, they’ll appreciate it and it’ll make them able to buy fragrance without going into a store - that’s the whole point,” Mona said. “A lot of times you spray a perfume, you have no idea what’s inside.” “We decided to put the notes on the packaging so people could be like, ‘Oh, that’s what that smells like,'” Mona Kattan said. Crafted by Firmenich, they’re packaged in elongated octagonal boxes that feature the key notes, so consumers can start to understand what scents they’re drawn to. We’re going to have cocktails and recommendations.”įor Kayali - a name Mona and the Kattans’ father, Ibrahim Yahya Kattan (a micro influencer in his own right, with 14,000 followers) came up with - the fragrances are meant to be educational. “When you get a new fragrance, you’ve created a bookmark into your life and every time you smell it, you’re going to remember that exact moment.”Īll layering concoctions are not created equal - the first time Huda layered fragrances, it was not a great success. “For us, beauty’s all about emotion,” she said. It’s like an emotional bookmark, Mona Kattan said - and that fits into what Huda Beauty is all about. The plan, with Kayali’s first fragrance set, is to create a movement around fragrance layering - a process that’s ingrained in the Middle East, where the Kattan family lives, but not so big in Western cultures. And I was like, ‘OK, Mona, you know what? We’re going to turn this into a lifestyle.'” I was like, ‘Oh, my god, I love this.’ Then I couldn’t stop layering. “Mona started talking about this whole layering thing, and I started doing it…I just created some beautiful concoctions by mixing pepper and vanilla together. I know how to sell makeup - I put a lipstick on, I do a nice look, I take a selfie - I can sell lipstick.” “I was adamant about not doing a fragrance because I do not understand how you sell fragrance. “I actually did not want to do a fragrance,” said Huda Kattan. Now that Huda Beauty is of scale, Mona has a natural fragrance platform, the sisters said.Īll three sisters - Huda, ceo Mona, president, and Alya Kattan, chief Instagram officer - sat down for an interview at New York’s Park Hyatt hotel to exclusively unveil the fragrance line and talk about their strategy to become the next big multibrand beauty business. Kayali, which means “my imagination” in Arabic, is the brainchild of Huda’s sister, Mona Kattan, a fragrance enthusiast who started separately mulling over the idea of launching perfume more than seven years ago. The Elixir, Citrus, Musk and Vanilla fragrance bottles will retail for $118 for 100 ml.Įven though people might be like, ‘What? Why are they talking about this right now?’ Later, they’ll appreciate it and it’ll make them able to buy fragrance without going into a store - that’s the whole point. 16 with the company’s core retailers, including Sephora, Cult Beauty, Harrods and Selfridges. Kayali, the fragrance brand, is set to introduce a collection of four scents on Nov. ![]()
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