Kylie Cosmetic: The Fastest Growing Beauty Brand Ever.
- junyi LI
- 1 déc. 2019
- 4 min de lecture
You probably have heard kylie Jenner even though you are not a fan of her as Forbes has titled her the youngest self-made billionaire recently. Her company “Kylie Cosmetics”, has accrued $1200 million since she founded it in November 2015. And you should know that: it took fashion genius Tom Ford 10 years to reach half a billion dollars in sales after he launched his beauty line in 2006. It took L’Oréal’s Lancôme cosmetics line 80 years to hit $1 billion. It took MAC 13 years to achieve $250 million and another 10 years to reach $500 million, even with Estée Lauder owning a majority and then all of it during that time frame. So, how this woman achieved incredible success by herself? Well, this article is going to show you how was the Kylie cosmetic empire build through smart marketing.
Make good use of hot topic
The establishment of Kylie's business empire was beginning with her early "thin lips". In the past, Kylie was not outstanding in the Kardashian family, she didn’t have the sexy thick lips which are the mainstream aesthetic in Europe and the United States nowadays. Therefore, Kylie plumped lips through plastic surgery in order to own thick lips which she believed would make her became sexier and more attracted. People noticed the changes of her lips and questioned her if she did the surgery, but she was denied all the time and claimed that’s the effect by superb makeup skill. “did she took the lip surgery or not ?” were hot topics of discussion at that time. And the 17-year-old girl with commercially minded realized, "this could be a great opportunity to start a business! Since so many people pay so much attention to my lips, why not just make them a selling point?"
Hence, in 2015, Kylie launch Kylie Lip Kits -- which so call could rival the Lip filling surgery, and they were sold out less than a minute...
Then, in 2016, Kylie established her own beauty Cosmetics brand-Kylie Cosmetics, which focuses on lip products.
Through a series of marketing methods, the total sales volume reached USD 420 million in just 18 months, far exceeding the growth rate of Estee Lauder, L'oreal and other large groups.
She used her lips image as the brand’s mark, created a unique and innovative sign of her brand which represents her own feature and the products. With such a sign, she has changed the aesthetics of a generation of 100 million followers on her Instagram. She has successfully made herself a cultural symbol that Kylie is not only a name, a person, a brand but a phenomenon.
Thick lips are sexy, the subconscious in Europe and the United States already entrenched, but Kylie Jenner acts as an important role when it comes to turning trends into a kind of mass culture.
Good story
After kylie have initial success, she didn’t just focus on the company and products, she also understood the value of "telling a good story."
In 2017, Kylie finally confessed on her own show “Life with Kylie”, saying that she did have the lips surgery at her age 17, she explained the reason why she took the surgery was that her ex-boyfriend said her lips were too thin to be sexy which made she felt inferior that time.
Despite it was a true story or not, Kylie's fans believed it was a story about overcoming her low self-esteem and reinventing herself: a good girl who has been searching for security and self-worth ever since she was a child, who has been able to get back up after a fall. This resonates with many women between the ages of 18 and 25. They love Kylie Jenner because she showed them a girl who was brave enough to change herself and go after what she wanted, and she was bold enough to do it even if She knew she’s going to pay the price.
Kylie also knows well the rules of social media and how to use them, which is key to her success in this era of eyeballs. Through social media, she continues to reinforce her personal stories and character setting.
Social media
Unlike many other beauty and cosmetic companies with some sort of presence on social media, Kylie does not need to turn to others to promote her brand and products due to her powerful influence on social media like Instagram(150million), Snapchat, Twitter(29million), youtube(6.7million)…
Being a well-known celebrity, Kylie started her brand with millions of devoted followers and makes the perfect connection with them by using her own self and face to promote her products. The power of the KylieCosmetics brand is that her social media followers are real fans. They want to know all the things about her daily life from what she cooks for breakfast to which club she is celebrating her birthday at or any photos of her baby, Stormi. She uses this as the advantage and creates content specifically about her new collections. Every three to four photos on her Instagram that highlight her daily life includes a product shot which also receives a magnitude of likes and comments.
Kylie already has a built-in network of influencers, but she maximizes reach through a partnership with beauty influencers like MakeupShayla and Nicol Concilio to provide outside credibility for the makeup line through their own Instagram posts and YouTube tutorials where they share their thoughts on the makeup. Kylie would use social media videos to educate her followers by breaking down the makeup in a simplified manner so that her followers can learn and follow along to create a similar look.
Pop-up Shop: Celebrity Appearance
Kylie Jenner chooses to use pop-up shops to drive her fans' interest, something many beauty companies don’t. By having pop-up shops scattered across the world, she’s not only able to target a greater audience but also creates anticipation effectively using the “waiting game” advantage. By anticipating the arrival of her pop-up shop consumers also desires to attend in case she makes an appearance, something she’s done many times.
Kylie Cosmetic is a great success of the cosmetic industry, however, Kylie Jenner sold half of her company Kylie Cosmetics to Coty just couples days ago, but instead of going up, the conglomerate's stock crashed to a new low. Has the "Kylie Effect" officially come to an end? We’ll see in the future.
Resources: https://www.youtube.com/watch?v=jepsHC5DR8s
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