It seems that many celebrities nowadays are releasing their own beauty brands. But if we were to start with one of the earlier ones, I would say that Kylie Jenner’s line, Kylie Cosmetics, is one to take note of in terms of her social media marketing strategy. Launched in 2015, Kylie Cosmetics sold out its very first collection of lip kits within one minute and the brand has been hugely popular since it burst onto the beauty scene (Gruber, 2022).
As someone who was interested to see how this brand would take shape, I subscribed to Kylie through Snapchat, one of the platforms where she primarily marketed her products. “She used her own image to promote her products, modeling them for Kylie Cosmetics campaigns and drawing her audience in with engaging Instagram lives” (Gruber, 2022). I was in awe that essentially her only marketing for her brand was through her own social media, with strings of many videos of her swatching the shades on her eyeshadow palettes and lip kits for viewers to see. It was definitely a unique social media marketing approach though much of her influence has to be credited to her already existing huge fan base that is amplified by her other family members, each of whom also has a sizable social media following.
Jenner’s videos of her showcasing her different products feels like a Facetime call with a friend rather than just polished posters and flatlays of an array of products that you typically see with other beauty brands’ social media posts. She “stood out from the pack by making her professional brand a natural extension of her personal brand… Whether through the entrepreneurial prowess of Jenner herself or the work of a killer marketing team, Kylie Cosmetics made the youngest Jenner more personable” (Gruber, 2022). It helps that by being a part of Gen Z, Jenner leverages social media and being in a digital age to her advantage and taps into what people in her target market use and respond to the most. Influencing has gone through many trends and in a very saturated market, consumers now want to see a human and a sense of realness behind the glamor, and Jenner delivers this.
In the past 8 years of the brand’s existence, Kylie Cosmetics has released numerous collections either capitalizing on the current season, or more interestingly, Jenner’s personal life events including a collection named after her daughter and collaborations with her well-known family members (Gruber, 2022). Jenner usually shares pictures of her photoshoots for Kylie Cosmetics to her social media accounts, which drives anticipation for her upcoming launches. So, if you want to stay updated on the latest Kylie Cosmetics news, simply give Jenner a follow.
Source:
https://www.lofficielusa.com/beauty/kylie-cosmetics-kylie-jenner-beauty-brand-success-billionaire