It is without a doubt that everyone under the age of 30 knows the infamous Kylie Jenner who has made her mark on the beauty industry. She was recently proclaimed as the youngest ‘self-made’ billionaire at just 20 years old but given her family background this term is debatable and sparked major controversy in the online community.
As the youngest member of the Kardashian/Jenner dynasty, it is clear that she had a lucky start to wealth and fame that many cosmetic brands and people can only dream of. Before Kylie Cosmetics there was the hit reality show ‘Keeping up with the Kardashians’, 12 years and 17 seasons later we have seen her life and personal growth projected on our screens. But Kylie became her own person aside from her family and built an enviable social media platform, with 151 Million followers on Instagram she is the 7thmost followed person in the world, alongside sister Kim placing 6th. So, on the marketing aspect of things she had already created her own brand and status even before Kylie Cosmetics, but the financial aid from her family and amazing looks made it easy for her to create her own business and become the woman she is today.
There is no question that she is the ‘ultimate influencer’ and unlike a lot of beauty companies she only needs to rely on herself to promote and model her products due to her porcelain features and infamous lips, therefore saving money and creating demand as consumers will see every product on her and influence their decision. This was unsurprisingly the starting point for kylie cosmetics as the ‘Kylie Jenner lip’ trend peaked in 2015 and is still the standard look for many wanting to get lip filler. Whether it is a new holiday/birthday collection, skincare or Collab with her family, Kylie Cosmetics has come a long way from the ‘OG’ lip kit trio, Candy K, Dolce K and True Brown K.
Although there is a major comparison between Kylies’ personal account (151M) and Kylie’s Cosmetics (22.4M), she is still ahead of her game with beauty giants such as Anastasia Beverly Hills (20M), Jeffree Star Cosmetics (6.9M) and ColourPop (8.6M). All of which specialise in their own products, but have expanded due to the pace of the beauty community, and its demand for new and out of the box products.
Kylie Cosmetics is able to survive because of successful marketing tactics, and with her being such a relatable and influential figure to a demographic of 18-24-year olds they have developed FOMO. The ‘fear of missing out’ happens to so many of the beauty communities’ consumers as products are marketed on a ‘need to have’ and ‘limited quantity’ bases. An example of this is the very first sale of the original Kylie Lip Kits, the lipstick and liner set came in 3 shades and due to the hype it caused ripples on social media, and those ripples caused waves. The kits were sold out in 30 seconds and crashed the website due to extreme online traffic. With every purchase of a lip kit, girls were being sucked into this fantasy of getting the perfect ‘Kylie lip’. This set the bar for the company and over the years they have expanded into eyeshadows, highlighters, blushes, brows and skincare and became more versatile in such a competitive industry.
In terms of driving demand her brand was based in the US and created urgency from those in other countries to buy her products, meaning people were waiting in different time zones at launches and willing to pay more for shipping. She also used the tactic of pop up shops for the first 2 years of running Kylie Cosmetics. Since her products were only sold online it created a want in customers as it was a one-time opportunity to get her products and potentially meet Kylie, so they were inclined to go. Although she was known for her amazing swatching videos, the pop-up shops gave customers a real-life experience to try the products and not be stuck into the commitment of making a purchase solely based on images and reviews. This is an appealing aspect for her target audience of young women who most likely do not have the income and need to ‘try before you buy’ as her brand was not portrayed as being cheap or drug store.
Whether you gravitate to Kylie or her family, it is undeniable that her marketing strategies are simple but effective, and regardless of her pretty face she is able to connect with her fans and create such a strong brand image that drives demand. But on top of being a makeup mogul she has recently become a ‘meme queen’ with her hilarious line ‘rise and shine’ as she woke up her daughter in one of her YouTube segments, to which she trade-marked and merchandise was on her website within a few days. Further showing she is business savvy by capitalising on viral trends. It will be interesting to see how her empire develops as she recently sold 51% of the company to COTY, who deal with the likes of Rimmel and Covergirl, as well as other major self-care brands. They see potential in expanding Kylie Cosmetics and Kylie Skin into more in-store retailers around the US and internationally.
Chloe Light is a final year BSc in Communication Management and Public Relations student at Ulster University. She can be found on LinkedIn at https://www.linkedin.com/in/chloe-light-358421172/ and Instagram @Chloe_lightbulb