Image via sheknows
Let’s talk Kylie Jenner. The youngest of the Kardashian/Jenner clan has built an impressive business based on her lips. Besides the fact that she made a product inspired by her lip injections, Kylie does the majority of her brand promotion on her personal social media. Check out this article about Kylie Cosmetics on Vanity Fair and try to not be even a little impressed. The Kardashians are easy targets for criticism, but you have to give it up to Kylie and Kris here–they know how turn a negative (teenage lip injections) into a positive (millions of $$$). That’s impressive.
I’m not going to lie and say I don’t own a Kylie Lip Kit. Even I can be sucked into the “kype” (pun most definitely intended). So today I put on my Koko K lipstick and came up with three ingredients that made Kylie the business queen of lipsticks.
- She started out ahead: Even before her cosmetic line, Kylie had a large social media following thanks to the leg work of her mom and sisters. When she first announced her lip kits on Instagram (well over 1.9 million picture likes), she launched it to a lot more people than another start up brand could. She wasn’t the first brand in this situation, but her Snapchat and Instagram posts were so personalized (from the CEO of the company!) that it felt like she was telling you, specifically, to get her product.
- She blurred the lines between personal and business: I really admire Kylie’s understanding of how to use social media to her advantage. I’m sure she’s had coaching on what to do to promote her brand, but I think growing up in the digital age was coaching in itself. Kim was the OG of cashing in on her social media, so it seems Kylie has paid attention to her older sister. What makes Kylie different is that she is essentially promoting her cosmetics line by promoting herself on social media. Any post of her lips or her makeup is a sneaky advertisement for her cosmetics line. Snapping herself doing her makeup for the day and using Koko K in the tutorial looks like regular content, but is actually advertising her product. She eliminated the boundary between advertisement and lifestyle.
- Location is out & timing is in: The business success couldn’t have happened seven years ago. YouTube beauty gurus hadn’t taken off, so there was no generation-wide obsession with makeup yet, like we have seen develop in the last couple years. We didn’t even have the social media craze of present day because neither Instagram NOR Snapchat were around. Frankly, I don’t think it would have been as successful if the timing was not as good. The mix of the social media crazed teenage following and the influence of the newfound Internet beauty community equals orders. Lot’s of orders. Kylie has taken complete advantage of her current “it” girl status and uses FOMO to her advantage. If you want to be as successful, pretty and envied as me, use my lip kits.
Holly Hoehner is a public relations senior at the University of Oklahoma. She considers herself more of a Russell Westbrook than a Kevin Durant and enjoys learning about and participating in the digital age, blogging about anything that comes to her mind and creating witty Instagram captions. Holly was raised a die-hard Sooner fan in Edmond, OK.