As you can guess from the cover image, social media and the Kardashians go hand in hand and their biggest strength? Instagram!!
Named by Forbes as the youngest made billionaire, at 21 she has been a major influencer in the fashion and the beauty industry.
Even though initially, the news was false but still, she is a billionaire by 2021.
She started her cosmetics empire in 2014, quickly turning her social media following into a dedicated customer base by using some $250,000 of modelling earnings to pay an outside company to produce Kylie-branded lip kits—$29 packages of lipstick with matching lip liner. She simply made a website on Shopify and started her journey.
Their marketing strategy you say, "Selling insecurities". The PR made an emotional appeal to the consumers that Kylie has always been insecure about her lips and those lips over liners would give you a boost of confidence. They understood their target audience and their pain points.
The first batch of 15,000 lip kits sold out within the first minute. She soon expanded, releasing 500,000 kits in six shades a few months later.
Soon after she realized the potential of her brand established Kylie cosmetics having a range of products from highlighters to concealers. However, she got criticised for outlining the same product of different foundations of skin tone that Rihana did in her make-up beauty brand, Fenty beauty.
I am attaching another image, cause why not Rihana is gorgeous!
Another big problem that Kylie Cosmetics faced was that the customers were getting duplicate products delivered when they ordered from Amazon or any diverse e-commerce websites. When the customers used to open their package, the lipsticks would be missing in it. This created a negative brand image.
But why the consumers were not shopping from her website? The answer was that the products were expensive and unaffordable and non-feasible for the common masses. On the other websites, the products available were reasonable and relatively cheaper.
How did she tackle a problem?
1)She announced in her Snapchat story that all their products were sold only on their website.
2)Regarding the lipsticks being not inside the packing box, they modified their packing in a way that, if the lipstick will only be taken out from the package in a way will destroy the package and prevent false empty packaged from reaching the consumers.
3)They offered discounts on their product and made them accessible to the masses.
What can we learn from the entire Kardashians regarding marketing becoming a kickass brand?
1)Increase brand awareness through engaging content.
The huge following that they enjoy in social media is proof of how much power they hold in the influencer, beauty and fashion industry. Be it content on social media on Instagram via photoshoots, magazine covers or regular T.V show appearances.
Kardashians believe no marketing is negative marketing. Controversies increase sales.
2)Be selective about partnerships and collaborations. Always make relevant collaborations that will propel the brand image to the next level and bring it into the positive limelight.
3)Be as transparent as possible with your customers.
They have an entire freaking show revolving around their lives.
One of the most controversial shows in the history of television,
KEEPING UP WITH THE KARDASHIANS.
As a young impressionable girl, I have always been fascinated with the Graphics, Visuals and aesthetics of Kylie Cosmetics.
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