(Photo Source: TheVerge.com)
The launch was so massive they broke records while breaking Shopify
It’s the time of the year where everyone and their mothers are looking to buy the perfect Christmas gift, and one of the most popular things to gift girls with is makeup. But just any old makeup brand won’t do.
Two of the some of the most popular makeup gurus and YouTube stars are Shane Dawson and Jeffree Star. Together, they collaborated on one of the most ambitious crossovers in beauty history so much so that they broke the Internet.
Their makeup collection, called Conspiracy, went on sale on the Jeffree Star Cosmetics (JSC) website, Shopify, but shortly after the launch at 1 p.m., the site began experiencing technical issues due to the amount of traffic. Demand for the Conspiracy Collection was so high that Shopify crashed for about three hours after the launch.
Star tweeted out that this marked the “craziest” launch of his career. Dawson expressed his sadness at the crash, and tweeted, “I’m so sorry for the wait. I can’t even enjoy the launch ’cause I feel so sad that you guys are waiting and having issues with the site.”
If you think crashing Shopify was crazy, the affiliated retailers including Morphe, Beautylish, and BeautyBay all experienced some delays on their pages with the high traffic volumes at the time of the launch. In the series, they disclose that the combined total of the Conspiracy and the Mini Controversy palettes for the initial launch was close to 1.1 million palettes.
Shortly after the initial launch, Jeffree announced that JSC will be taking a pre-order for 60,000 Conspiracy palettes and another 60,000 Mini Controversy palettes, to sell out of the Conspiracy palette pre-order in minutes but a limited quantity of the Mini Controversy palettes is still available on JeffreeStarCosmetics.com.
Dawson, who is known for his series of lengthy profiles on various YouTubers, started a new series called “The Beautiful World of Jeffree Star.” The five-part series, though, was actually a marketing campaign for their joint collection.
By: Maytinee Kramer
