If you follow any celebrities at all on Instagram or Snapchat, odds are high that you caught a glimpse recently of Kim Kardashian West's marketing for her new, Valentine's Day-themed Kimoji Hearts fragrance. The KKW founder put together press boxes featuring giant, hollow chocolate hearts with her new fragrance inside that you had to smash with a hammer to get to the perfume. Then in a genius PR stunt, she sent the press boxes to every influencer and editor under the sun, including her friends and her "haters" — yes, Taylor Swift was on the "naughty" recipient list.
Stars like Chrissy Teigen filmed themselves breaking the chocolate open with the hammer and then posted the videos online (you can see hairstylist Jen Atkin's video below). The perfume sold out within four days of its launch, and TMZ reports that Kardashian West made a whopping $10 million off it.
But now some KKW Beauty shoppers are crying foul, according to Page Six. Even though Kardashian West described the chocolate goodie-filled hearts as a "press box," some fans were still confused and thought their Kimoji Heart perfume came with a giant chocolate heart and hammer too. Kardashian West took to Twitter to try to clear things up:
"I’ve said it on my snap chat & IG stories but I just want to be extra clear that the press boxes of candy & the chocolate heart are not included with the perfume when ordering it online!" she tweeted.
But people still weren't happy with her response. "False advertising 100%" one Twitter user insisted, while others asked how to cancel their orders. One fan who bought the perfume wrote on Twitter: "I'm not even excited to open it now."
Another said: "Kim we love u but u tricked us! U were selling the experience of that giant heart chocolate hammer & perfume! So wen people cant buy/get that experience that u marketed so heavily its flat out disappointing cus it was sooo cute!"
Still, some people jumped to Kardashian West's defense: "Common sense would tell you that one person isn't going to specially custom make a million chocolate hearts for everyone," one said on Instagram. Another user cleared things up for someone who was confused about whether the chocolate heart was included in the packaging: "Only people with millions of followers to promote her fragrance gets it."
Meanwhile, KKW Beauty might have another controversy brewing, since shoppers are complaining on Instagram that the Valentine's Day-themed perfume that they ordered during the launch day won't be shipped to them until after Valentine's Day. "Why advertise these as valentine gifts when you guys dropped the ball and won't arrive til AFTER VALENTINES that's so annoying & devastating," one shopper wrote on Instagram.
Uh oh! Hopefully, Kardashian West and her fans will have a sweet V-Day anyway.
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