Case Study : Kylie Cosmetics

Unless you’ve been living in a cellar for the past ten years, Kylie Jenner is the most vibrant name in the world of make up. At just 20 years old, this famous socialite and influencer has become the world’s own self made billionaire thanks to her make up brand: Kylie Cosmetics. In this article, I am going to analyze her marketing and explain why she is so successful.

Kylie Jenner has been a captivated cosmetics fan everywhere, selling out her first collection within a minute. Since then, her direct-to-consumer make-up range has expanded to include eyeshadows, blushes, make-up brushes and highlighters (or, as bills them, “kylighters”) which did sell out in a couple of minutes , thanks to a technique called ‘the drop’. It is definitely an efficient marketing strategy that can be used in the marketplace, where Kylie Jenner had a great success. In this case, they are exclusive, like Kylie’s lip kits, and they are only released in limited quantities, meaning they are more exclusive, Kylie Jenner’s fans who are mostly millennial and young adults. The concept of “limited offers” serves as an exclusive “one-time-only” experience.

Despite a saturated cosmetic industry, Kylie Cosmetics is a major success. Indeed, the brand does not need anybody to promote its products since Kylie Jenner’s popularity. When the owner is not using her face, she may be one of those people who are already popular. She not only relies on her sisters, she relies on her friends who, mostly, happen to be women of color, which is always a bonus in terms of diversity and ethnic representation. Did I forget to mention that Kylie Jenner is the most watched celebrity on Instagram and has about 130 million followers? That speaks volumes about her success.

What should we learn from Kylie Cosmetics Success?

Kylie Jenner by found her target by amassing a devoted following and then gave them a product they were eager to buy. She tapped into a market she understood intimately, and continues to captivate their attention. Her success is due in large part to her expertly executed social media strategy. With a horde of online followers, she can advertise and sell her products with minimal overhead, and do it in a way that makes them love her all the more for selling it to them.

Kylie Cosmetics has a very substantial grasp on the marketing mix and the women behind the brand, Kylie Jenner, shows her knowledge of the marketing mix through social media such as Snapchat and Twitter. But, more than that, Kylie Jenner knew right from the start how to make her cosmetic line interesting : she made it exclusive and generated a lot of buzz around it by using it on herself, explaining to her niche that her looks were due to her make up secrets that she was about to share with the world. And the world bought it in less than a minute.

Kylie’s strategy has worked so well because her audience is predominantly young women – Generation Z and Generation X, who are completely at home with technology, and for whom social media is part of life. By being 24/7 on social media and sharing many details on her products (swatches, texture, colors, shades, etc.), she was able to answer any questions that any customer might have to ask.

Kylie Cosmetics is more than a brand : it’s a universe. There’s make up for everybody, for every season and every trend that Kylie Jenner sets thanks to her sense of fashion and her popularity. Now, a lot of makeup brands are forced to copy Kylie Cosmetics’ range of products because it has become a leading brand that could inspire everybody in the beauty community.

In conclusion, you could say that Kylie Cosmetics’ success is due to Kylie Jenner’s fame but most specialists would say that the quality of the product, the buzz generated around the brand, the very modern marketing strategies and the incredibly positive reputation of the first lip kits and eyeshadow palettes are all the elements that explain the success of that brand. As of today, Kylie Cosmetics is worth at least 900 million dollars.

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