Kylie Jenner Created An Empire.... With Absolutely No Marketing Budget
Last month, WWD reported that Kylie Jenner's makeup company was on its way to earning $1 billion in retail sales, reporting that the company has already made around $420 million in sales. Who would have thought that the youngest and maybe even most controversial Kardashian would also be the most successful? These claims mean that Kylie has surpassed Kim Kardashian in the race to their names a household brand.
Recently, Kylie mentioned on her show, Life of Kylie, that Kylie Jenner Cosmetics has no marketing budget, which really impressed me. $420 million in retail sales with no marketing budget is almost unheard of... so how did she do it? My number one guess is that she did it by being on of the most famous teens in the country, arguably the world. She stays relevant by constantly posting racy Instagram shots, but this isn't what gets her products sold. She manipulates her platforms in a way that gets people interested and excited about her products weeks before they are actually released.
About three years ago, there was a lot of speculation that Kylie was getting lip injections. This came with a sort of uproar because she was only 17 at the time, which is a super young age to begin modifying your body. At this point, Kylie's lips were the most famous thing about her and potentially the most talked about thing relating to the Kardashians. In 2015, on Keeping Up With the Kardashians, Kylie admitted to getting lip fillers- this news helped launch her career in the cosmetics world because a few months later she released her first lip kits.
These lip kits featured a picture of giant lips on the package, presumably Kylie's, and cemented Kylie's lips as the star of her new cosmetics line. A few weeks before they were actually released, Kylie took to snapchat to show the world what she had been working on by "swatching" her products on her arms and lips.
This was all Kylie did to get the word out about her new makeup line. She posted a couple videos to snapchat, a few pictures to Instagram, and when the products finally went live, they sold out in about 4 minutes. That is a pretty impressive feat, even for a Kardashian.
Since then Kylie has taken to snapchat and Instagram to publicly talk about her products and respond to any criticism. She is super hands on in her processes and is very vocal about what she is doing next and how she might improve her products.
I think this type of connection that she has with people who use her products are what make people want to keep buying them . If there is a complaint about something, she responds to it via snapchat or twitter. When a new collection comes out, she displays the entire thing on snapchat. Her latest collection was so big that it took almost five minutes to show every product in it. She enlists her famous sisters to help her promote by wearing her products and also collaborating on some collections.
As much as the Kardashains are annoying, fake, and attention seeking, Kylie has shown the world that all she needed to make $420 million is an Instagram and a snapchat. No matter how famous you are, you cannot sell a product unless you make people actually want to buy it and this is exactly what Kylie has done.
Recently, Kylie mentioned on her show, Life of Kylie, that Kylie Jenner Cosmetics has no marketing budget, which really impressed me. $420 million in retail sales with no marketing budget is almost unheard of... so how did she do it? My number one guess is that she did it by being on of the most famous teens in the country, arguably the world. She stays relevant by constantly posting racy Instagram shots, but this isn't what gets her products sold. She manipulates her platforms in a way that gets people interested and excited about her products weeks before they are actually released.
About three years ago, there was a lot of speculation that Kylie was getting lip injections. This came with a sort of uproar because she was only 17 at the time, which is a super young age to begin modifying your body. At this point, Kylie's lips were the most famous thing about her and potentially the most talked about thing relating to the Kardashians. In 2015, on Keeping Up With the Kardashians, Kylie admitted to getting lip fillers- this news helped launch her career in the cosmetics world because a few months later she released her first lip kits.
These lip kits featured a picture of giant lips on the package, presumably Kylie's, and cemented Kylie's lips as the star of her new cosmetics line. A few weeks before they were actually released, Kylie took to snapchat to show the world what she had been working on by "swatching" her products on her arms and lips.
Since then Kylie has taken to snapchat and Instagram to publicly talk about her products and respond to any criticism. She is super hands on in her processes and is very vocal about what she is doing next and how she might improve her products.
I think this type of connection that she has with people who use her products are what make people want to keep buying them . If there is a complaint about something, she responds to it via snapchat or twitter. When a new collection comes out, she displays the entire thing on snapchat. Her latest collection was so big that it took almost five minutes to show every product in it. She enlists her famous sisters to help her promote by wearing her products and also collaborating on some collections.
As much as the Kardashains are annoying, fake, and attention seeking, Kylie has shown the world that all she needed to make $420 million is an Instagram and a snapchat. No matter how famous you are, you cannot sell a product unless you make people actually want to buy it and this is exactly what Kylie has done.
Kylie really has created an empire. She has little no other marketing besides her Instagram and Snapchat accounts. Both are accounts that she runs herself. This completely differs from the way most makeup lines go about their marketing. The success she has created is largely to how large her presence is on social media. Everything she posts reaches so many eyes
ReplyDeleteCammy, I thought you're blog on Kylie's new make up empire was awesome! I personally have been watch The Kardashians since their reality TV first started, and I think its so interested that Kylie has ended up being so famous and successful out of the shadows of her sisters. I think that with a reach on social media like she has she didn't really need a marketing budget because her social media platforms are only tools she needs. It's still crazy to me that she has made so much money so quickly off of her products. Great blog!
ReplyDeleteI think it is so interesting that she can generate that much revenue from marketing products solely from her social media accounts. She doesn't have to pay for any advertising and is generating $1 billion in revenue.... Crazy! She has really taken her popularity and created something amazing out of it. She is very unique in how she uses her reach to sell and model her products.
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