KYLIE JENNER MAKEUP

Kylie Jenner Makeup or Cosmetics reflects the combination of fame and business or more perfectly it can be an idea of making the most of big name earned through performing art and turning into an entrepreneurship. Kylie Jenner made her appearance in reality TV show ‘Keeping Up With The Kardashians’ which has heart-touching influence among the people in the US as it has gained the popularity and considered a household necessity. Being a conspicuous personality in the beauty industry, she turned social media presence into her advantage by launching the makeup brand and marketing the products by leveraging her influence. The brand’s success earned her fame in beauty industry and she became the youngest billionaire showing how much powerful tool the social media is and how much important celebrity cult is.       

WHAT IS PURPOSE OF LAUNCHING KYLIE JENNER MAKEUP?

It is said that sharing is gaining and same is the purpose of launching Kylie Jenner Makeup brand as Kylie Jenner wanted to give access of her fans to the makeup items, she had great liking. She wanted that others like her could feel confident and beautiful by having the makeup she had long love. She also appeared giving assurance to her fans that makeup products including iconic lipstick shades, favorite blushes, blessed bronzers, pretty highlighters, fine glosses, delicately contrived lipsticks, matte lip blushes, artistic brow essentials and touching eyeliners are clean, vegan and having the ingredients giving no harm to the skin.

WHO OWNS KYLIE JENNER COSMETICS?

Kelly Jenner and her mother Kris Jenner founded the cosmetics company in partnership with Seed Company in 2014. It began marketing of Kylie Lip kits on Nov 30, 2015. Forbes estimated the company at $800 million in 2018. Coty bought 50 percent governing shares of the company for $600 million in Nov 2019. However, in 2020, Forbes reported that the Kylie Cosmetics had overvalued itself.

WHAT IS MARKETING STRATEGY OF KYLIE JENNER MAKEUP?

The consumers particularly the young ones buy the cosmetics not on the basis of their value, originality or taking into consideration the ingredients rather they prefer known brands or under the peer influence or more importantly trendy products which are in use of the celebrities. Most of the brands develop their marketing strategy by analyzing the consumers’ psyche and behavior. The traditional and old brands promote their name and their products become symbol of pride and status and these factors give them deep rooted brand loyalty. However, Kylie Jenner stepped in the arena with a quite different and innovative marketing strategy which may be discussed as;  

• TARGETED AUDIENCE

Usually, the cosmetics brands promote their beauty items addressing all the potential buyers without specifying a particular group or section and present their products for all. This traditional marketing strategy remained successful over the decades but the social media platforms has transformed all the fields of life and cosmetics industry has no exception in this regard. Kylie Jenner used her influence on the social media platforms to promote her beauty products. Moreover, she targeted only the youth knowing well that no other beauty brand has never addressed a specific segment of the potential buyers so she developed interaction with the young generation, Millennials and Generation Z as a robust and vibrant marketing strategy. She has developed the cosmetics lines catering for the teens and millennials in a way that they feel themselves obsesses about the brand and her strategy proves successful and within years the brand became very popular.

• CELEBRITY EFFECT

The success story of Kylie Cosmetics revolves around the celebrity effect as Kylie Jenner has a large fan base having social media following of over 110 million followers on Instagram and above 25 million on X formerly known as Twitter. She has a significant edge over the other brand owners is her being member of poplar Kardasian family. The effect of this influence runs through the hearts and minds of the people particularly among the youngsters which has made Kylie Cosmetics a big brand.       

• BRAND LOYALTY

The most significant aspect of the Kylie Cosmetics success is the brand loyalty which has been developed by Kylie Jenner with close interaction with the followers online. This close interaction develops not only the brand loyalty but also the public interest in the brand products. The public interest gets even larger when the owner appears using the products of the brand as Kylie Jenner makes her appearance on the social media wearing the lipstick of her brand.

• PRICE DIFFERENCE  

The price difference plays a major role in making the Kylie Jenner Makeup popular among the consumer as the brand offers the products on much lower price than the other high-end cosmetics. This affordability makes it within the reach of the consumers who are quality seekers, status and brand conscious and those who prefer to feel elated by using the things associated with a celebrity. Possibly, Kylie Jenner’s lipsticks are not affordable for many but she has developed a strategy that has made the brand items attractive for the customers.     

• ARE KYLIE JENNER MAKEUP PRODUCTS SKIN-FRIENDLY?

It has been claimed that the Kylie Jenner makeup products are skin-friendly, cruelty-free, vegan, glutton-free, paraben-free and sulfate-free having no ingredients which are harmful for skin. The products are safe to use however, some skin types may be reactive to certain ingredients and may develop some irritation. It is also claimed that the brand line has been certified by the seasoned and expert dermatologists. These factors also contribute in making the brand popular among the people particularly among the health and skin conscious people.  

• CONCLUSION

The brand is a fine example of eponymous as the fame gained through the reality show is used to promote the makeup brand. However, mere name cannot go in the long way and is likely to fade away if quality of products is compromised. It is said that product itself speaks louder than the words and the sustainability, ever-growing popularity and customers loyalty speak volume about the high quality of the Kylie Jenner cosmetics line. It is always hard for the new entrants in the business to find a place for itself where a long line of giants is already holding the sway. However, Kylie Jenner makeup products carve out its place withing a short span of time proving high quality of products, best practices in marketing, affordability and costumers’ engagement.

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