Brand Project #1: Kylie Cosmetics

https://docs.google.com/presentation/d/1VbC4TH1mmoKn7mxvt3iGQqjUW5XYg4RBMEvVkIHcL-k/edit?usp=sharing

WHY:

Mission Statement: “...to create a line of products that captures the Kylie Jenner aesthetic and stands out in an oversaturated industry.”

Kylie Jenner aesthetic:

Young

Lively

Independent

Empowered

Confident
Outgoing
Striking
Memorable
Exclusive
Tenacious
Idolized
Colorful
Strong

• To become the world’s youngest ever self-made billionaire (Kylie Cosmetics is currently worth $800 million)
• “...capitalizing on a scandal” → after Kylie got her lips filled, tabloids attacked Jenner for being “fake,” etc., so she used this negative publicity and extra time in the limelight to launch her empire (How 20 Year Old Kylie Jenner Built a $900 Million Fortune in Less Than 3 Years)

HOW:

• Use a never-before-seen concept in the beauty industry

o“Kylie Lip Kit”

•  Vegan
•  Cruelty free

• Huge social media following

o   Utilizing YouTube, Snapchat, and her personal Instagram

• Kylie Jenner personal Instagram - 125 million followers
• Kylie Cosmetics Instagram - 19.4 million followers

• Using the Kardashian/Jenner name to her advantage
• Limited edition collections and items that sell out almost instantly → generate excitement and status symbol for consumers who are able to order products in time

o   Holidays (Valentine’s Day collection out now… only ONE product has not   sold out yet!)

o   Seasons

o   Kylie’s birthday

• Gains hype by teasing a launch for months in advance

• “An intuitive marketer like most of her family, she spent months teasing the kits on Instagram, then announced the launch via social media just a day before they went on sale-November 30, 2015” (How 20 Year Old Kylie Jenner Built a $900 Million Fortune in Less Than 3 Years)

• Collaborations with other A-List celebrities

o   Friends and family

• Outselling competition

o   $1 billion in sales in just three years of business

o   Competitive advantage

• Kylie Jenner – currently Forbes youngest self-made billionaire
• Kylie is the ultimate influencer; doesn’t need to use others faces to promote her products
• Great brand recognition

• Appealing to Gen Y and Gen Z

o   Promotions and pop-up stores provide millennials with exclusive, memorable activities, which they seek

• Pricing strategies
• Upholding a specific image (the “Kylie Jenner aesthetic”)
• Promotional mix

o   Emails

o   Social media

o   Sales promotions

• After establishing a brand image and a loyal fan base, she expanded the accessibility of the products by selling in Ulta rather than solely her ecommerce website

WHAT:

• “...a line of products that [Kylie] feels captures the Kylie Jenner aesthetic”
• Lip products
• Eyeshadows
• Face

o   Blush

o   Bronzer

o   Highlighter

o   Concealer

• Brushes
• Makeup bags

Works Cited:

www.kyliecosmetics.com

Robehmed, Natalie. “How 20-Year-Old Kylie Jenner Built A $900 Million Fortune In Less Than 3 Years.” Forbes, Forbes Magazine, 29 Jan. 2019, www.forbes.com/sites/forbesdigitalcovers/2018/07/11/how-20-year-old-kylie-jenner-built-a-900-million-fortune-in-less-than-3-years/#dc8c591aa62c.