Reality television star and entrepreneur Khloe Kardashian has set pulses racing with a daring new promotional campaign for her latest fragrance launch. The 41-year-old founder of the XO KHLOÉ label unveiled her second solo perfume, titled 'Almost Always', in a series of sensual videos and images that have sent fans into a frenzy.
A Sultry Campaign for a New Scent
In the primary advertisement, shared to Instagram on Thursday, Kardashian is seen wearing nothing but a very tight, nude leotard, worn without a bra. The barely-there garment left little to the imagination as she sprayed her hair with the accompanying XO KHLOÉ Hair Mist. In another striking shot, the Good American co-founder was pictured straddling an oversized bottle of the new product.
The high-cut design of the leotard elongated her legs, which glistened with body oil over a deep tan. The video quickly garnered attention, with her mother, Kris Jenner, liking the post and fans flooding the comments with praise, labelling her a 'baddie' and the 'queen' of the Kardashian-Jenner clan.
The Meaning Behind 'Almost Always'
More than just a visually arresting campaign, the new scent holds deep personal significance for Kardashian. In an interview with People magazine, she explained that 'Almost Always' is about letting go of the past and the pressure of perfection. "I was so intentional about wanting to leave behind what wasn't serving me when I went into my 40s," she revealed. "I had so many things that were weighing me down... I was carrying either shame or mistakes."
The fragrance, released in time for the Christmas season, features notes of lavender, magnolia, rose petals, sage, orange, peach, and musks. Kardashian described lavender as "comforting" and "grounding," noting it transports her to childhood and is a scent she uses with her own children to help them sleep.
Building a Fragrance Empire
'Almost Always' marks Kardashian's second foray into the fragrance world under her own label, following the launch of her first solo scent, XO Khloé, just eleven months ago. She admitted feeling immense pressure with her debut but was thrilled by its positive reception. "When it got such great reviews... I was like, 'Oh s***, what am I going to do now? It was more pressure!'", she told People.
The promotional imagery for 'Almost Always' also features the star in a more romantic light, modelling a low-cut pale purple satin dress with a wildflower crown on a windswept shore. She described this look as "ethereal" and "soft and sexy, but sort of aspirational."
In a press release, the brand stated: "Almost Always embraces that perfection isn't the goal—your presence is... You don’t have to get it right every time. You are not defined by the one time you couldn't, you are shaped by the many times you did. Almost Always is enough. And so are you."
