Kim Kardashian West has unveiled a new range of concealers and she has roped in her mother Kris Jenner and grandmother Mary-Jo Campbell – affectionately known as MJ – to launch the products.

The 37-year-old KKW Beauty mogul is very proud of her latest beauty range and she made the decision early on in the planning to use her mother Kris Jenner, 62, and 83-year-old grandmother Mary-Jo Campbell – affectionately known as MJ to her family – in the advertising campaign because she wanted to stray away from the beauty industry’s “young and perfect” standard

Speaking to Allure Magazine, the ‘Keeping Up with the Kardashians’ star said: “I wanted to show it’s not always about these young, perfect models that are going to look good no matter what, we really had to make sure that the concealer worked on different skin types and ages as well, so it was important to show that in the campaign.”

The campaign features women ranging in skin tone and ages from models in their 20s to their 70s, but the images featuring Kim, Kris and Mary-Jo – all striking an uncanny resemblance to each other with their bleach blonde hair – are the stand-out models.

Speaking about her choice to put her family members in the platinum wigs, Kim said: “I wanted something different and for them to be seen in a way that they really haven’t been seen before, my grandma’s never worn a blonde wig before. I thought she looked so good. We had the best time on set and it was such a good memory for us.”

Kim also revealed it was “important” for her to create a good quality product with a wide range of shades and admitted she is “always listening” to the feedback she gets from products in order to cater to everyone.

She said: “I see everything that’s out there and then we start testing it on a bunch of different people, which includes models and everyday people. We try them on so many different skin tones, take pictures, and see what people are liking and do so many focus groups.

“I’m always listening, and I always want to know what the fans want for sure, we kind of kept it in the same range as our Contour Sticks – so having a light category, medium, dark and deep dark and then having four shades for each so making sure that there’s a wide variety. For each category, we have two cool options and two warm options, so I feel like there will be something for everyone.”