In 2016, independent makeup brands were up 42.7% due to a change in consumer tastes and buyer demographics (Forbes, 2016). Regardless of what you think of the Kardashians, or Kylee Jenner specifically, this is an impressive story about her ability to take advantage of many of the benefits that technology and changing consumer behavior provide companies today.
Jenner took full advantage of her exposure on Keeping Up With the Kardashians to voice her cosmetic line. In 2015, Jenner launched her own cosmetics line, Kylie Cosmetics. Although she had the accessible platform and influential voice, I have always wondered what made her believe she could successfully enter a cosmetics industry occupied by some of the most famous brands in the world?
Jenner had the passion for makeup and the ability to leverage a huge platform from both the show and her growing fan base and social media accounts, which allowed her to form manufacturing and distribution partnerships. She saw an unmet need in the market and wanted to focus on customers who were just like her, teenagers.
Jenner was able to relate to one of the largest, if not the largest, buyers of makeup, in a way that was inventive and up to date with social media. She was able to successfully promote her products, produce makeup looks and tutorials, as well as collect and analyze what her fan base and consumers were interested in purchasing if her cosmetics line were to grow. She also succeeded in recognizing that her cosmetics line could not be strictly cost based. She offered bundles, sales, and carries some of the cheaper items compared to some of the most famous cosmetic brands that hold credibility and longevity.
Being a celebrity most definitely helped get her foot in the door, but without great products, loyal customers and strong customer experience, it wouldn’t have mattered.
Fabrizio Freda of Estee Lauder commented, “Younger generations are defining the culture with images of self-expression…65% of teens rely on social media to discover and select beauty products…The art of leading through change is understanding what has not changed and hwo to leverage our historical strengths.”
As for Jenner, the current rate of growth of her company suggests that she will speed past the $1 billion mark by 2022 (Forbes). This is more than just because of a platform, Jenner was able to publicize her own insecurities and confidence in cosmetics, and turn that into something her fans could relate to.
Do people buy Kylie Cosmetics because of the brand? Because they want to look like Jenner? Sure, but the question I would like to propose is, are people buying Kylie Cosmetics because it is a good brand? Is it cost efficient, fun, applicable and reliable? As a user of Kylie Cosmetics and a long time beauty advocate and consumer, I can say absolutely.
Hi Katherine! I was interested to read this because while she was handed fame in a lot of way because of her family status, she really worked to make a name for herself. I think that is amazing because she really didn’t have to work a day in her life and still be able to support herself but she is the epitome of a milenial entrepreneur. I also liked the point as to why her cosmetic line is so successful and you are right, people will buy whatever kylie jenner endorses because they want to be her and look just like her. She is a very powerful women who understands how business works and that is very inspiring.