Just in time for Mother’s Day and International Women’s Month, this triple threat of powerhouse celebrity moms has launched a new cleaning line. Safely, originated by Kardashian friend-of-the-family and business partner Emma Grede, has made its market debut on the 25th of March 2021, and it is already generating a healthy buzz with spring cleaning and eco-friendly consumers.
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The London-born fashion icon is known for her body-positive clothing brand, Good American, and the company’s partnership with mega-influencer Khloe Kardashian. According to The New York Times, Grede is responsible for researching the product’s demographic and proposing the nifty and lucrative idea to her celeb friends Chrissy Teigen and Kris Jenner. Teigen and Jenner were both excited to accept the business offer and here we are today with the opportunity to give a test-run to a spunky and brilliantly designed women-owned luxury cleaning brand.
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The colors and brand design give off a splendid visual using a very basic water droplet icon and bright turquoise and white color pallet to attract the clean-house consumer, especially during the vernal equinox or springtime. A market research company had disclosed the increase in market liquidity from about $164 million to nearly double by 2027 with an expected revenue of $312,493 million. With a bare and simple approach, Safely has appeared to successfully tie in themes of post-pandemic attitudes like home sanitization, decluttering, and safety for the entire family.
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Celebrity appeal is a marketing formula that has yet to fail. Adding in Kris Jenner was an ingenious move for the brand, as the mother of six is well-documented on the staple reality show, Keeping Up With The Kardashians, for the attitude she presented towards the interior aesthetic and subsequent effects of her eldest daughters seemingly OCD approach to cleanliness in their abodes. In a Zoom interview with The New York Times, Jenner explained how the ‘clean gene’ runs in the family and her girls have it honestly. Jenner recalled how she grew up worked her way up from gift wrapping to the cash register in her grandmother’s candle shop. From there, she became a stewardess and later ran a children’s store; it’s no wonder Jenner is the driving force and mastermind of her and her family’s ongoing successes.
Grede, Teigen, and Jenner all admitted to being neat-freaks in their interview, and it’s proving to be on time and beneficial for consumers seeking a way to ‘Safely’ enjoy their housekeeping routines without breaking the bank.
Sources: The New York Times, Fortune Business Insights,
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