Kylie Jenner‘s announcement of her forthcoming fragrance, Cosmic 2.0, earned $3.1 million in media impact value for Kylie Cosmetics in one week, according to Launchmetrics. MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.
Jenner announced the release of Cosmic 2.0 on Instagram through a series of photos, videos and more with a behind-the-scenes look at the creation and campaign for the fragrance. Cosmic 2.0 follows the brand’s inaugural perfume, Cosmic Eau de Parfum.
Jenner launched her first fragrance in March 2024. The Cosmic fragrance features a “sweet, warm floral, elevated scent that is perfect for day and night. An ambery floral eau de parfum, the scent is magnetic, addictive, and out of this world,” per Kylie Cosmetics’ website.
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Among the key notes from the original fragrance, jasmine, blood orange, golden amber, red peony, vanilla musk and cedarwood oil all feature in the layers of the perfume.
Cosmic 2.0 features a new look that differentiates itself from the original scent. The second Kylie Cosmetics fragrance comes in a sleek chrome sculptural bottle, a departure from the original bottle’s translucent design. Notes featured in the forthcoming fragrance include pear accord and pink pepper essence, vanilla orchid accord and lavender essence and amber accord with sandalwood accord. The fragrance debuts on Thursday.
Jenner launched her first Kylie Cosmetics products with her Lip Kits in 2015. Since then, the brand expanded into other beauty elements, including Kylighter, a collection of six highlighter shades, in February 2017.
