Sephora is getting in on this marketing strategy. In a new collaboration with Kendo's Kat Von D, consumers will gain "early access" to new colors and products during flash sales, which will be held on the first Wednesday of every month throughout 2017, on Sephora's website in the U.S. and Canada.
The beauty partners call the plan the Everlasting Flash program, and it kicks off today - Wednesday, January 4th at 12 PM ET/9 AM PT. For 48 hours or while supplies last, consumers have the opportunity to shop Kat Von D's new lip colors in the brand's Everlasting franchise before they officially launch.
Kat Von D, the brand's founder, comments, "I make a point to share the news of upcoming launches as soon as I can on social media, so it was a natural next step to actually make these sneak peeks shoppable! We’re excited to host the first-ever Everlasting Flash program on Sephora.com as they are incredible partners for the brand and helped bring this fun, new shopping format to life.”