For the third weekday afternoon in a row, Kylie Jenner has done A Thing. Her eponymous company, Kylie Cosmetics, is really kicking things into high gear for the holiday season. Already this week, Jenner has announced that she will launch expansive ranges of lipstick and concealer, and on Thursday we were alerted to her plans for an all-new IRL retail concept: The Kylie Truck, as it's actually called, hits the road on Friday.
It will stop at three locations in LA this weekend — The Grove, Calabasas Commons and Saks Fifth Avenue Beverly Hills — filled with a range of items including Lip Kits, Kylighters, eye palettes, highlighters and official Kylie Jenner merch. According to Jenner, the new concealers will be there as well. It will stop at other "key locations around town" throughout December as well — check Jenner's social media (and the new, definitely necessary Kylie Truck Instagram account) for details.
This new initiative is further evidence that Jenner and her team are paying close attention to successful industry trends and strategies — another example being inclusive ranges of color cosmetics. Mobile pop-ups have been one of this year's most popular retail formats and with good reason: They're relatively inexpensive, provide an element of scarcity (since they're temporary), feel intimate, and tend create Instagrammable moments, as I'm sure Jenner's iteration will. See below for details on this weekend's locations and check back this time tomorrow probably for another exciting Kylie Jenner announcement.
- Friday, Dec. 8 at The Grove from 4 p.m. - 9 p.m.
- Saturday, Dec. 9 at Calabasas Commons from 11 a.m. - 5 p.m.
- Sunday, Dec. 10 at Saks Fifth Avenue Beverly Hills from 11 a.m. - 5 p.m.