PuRe Perfection: Turning Khloé Kardashian’s Debut Fragrance, XO Khloé, into a Cultural Moment

Khloé Kardashian at the XO Khloé launch party, Studio Frantzén Rooftop, Harrods (Image by: Greg Swales Photography)

In our world new product launches, events, driving industry busting media and viral social content is what we do all day.  If you have a new beauty or interiors brand coming to market, you might want to see a little bit of the action behind the scenes of how we bring these moments together.  

It was mid 2024 when we took a call to work on the launch of XO Khloé, the new fragrance by Khloé Kardashian.  And because we had launched a few fragrances some years ago for Kim Kardashian, it felt great to be brought back into the fold. When the fragrance first arrived at the PuRe office, the excitement was palpable, and it was no surprise that our entire team wanted to work on this project.

Our remit allowed for our PR, influencer and design teams to work together to deliver, what Khloé called “PuRe Perfection” – a glamourous news hitting launch party, with immersive experiences for a curated guest list and a strategic press junket with top tier media. 

The stunning launch event on the Harrods rooftop, with tens of thousands of fresh roses, dazzling light installations and a masterpiece ice sculpture all came together as the perfect backdrop for a private presentation with Khloé.

Venue decor for the launch of XO Khloé at the Studio Frantzén Rooftop, Harrods (Image by: Kris Humphreys Photography)

The press junket delivered standalone full features on the fragrance and interviews with its powerhouse female founder, including these in Sheerluxe, Cosmopolitan and Glamour to name a few – with over 430 coverage clippings, a digital UMV over 200,000,000 and Instagram reach over 160,000,000  

Khloé Kardashian pictured with Sapna Rao, Fashion & Beauty Editor and Broadcaster at Sheerluxe, at the Press Junket for XO Khloé.(Image by: Greg Swales Photography)

Following on from here to support the fragrance’s listing in Boots we created what some said was ‘the most beautiful delivery ever received’  - this multi layered approach has really helped to support the fragrance in the UK which has surpassed sales targets and continues to thrive. 

In fact industry.beauty called the work we did with our client “a masterclass in marketing power”

We didn’t just launch a fragrance we created a moment that people still talk about. 

Khloé Kardashian pictured with the PuRe PR team at the Press Junket for XO Khloé (Image by: Greg Swales Photography)