Kylie Jenner: Ambassador, Spokesperson, Promoter

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Published on October 24, 2017, at 7:04 p.m.
by Kirby Tifverman.

Whether you choose to keep up with them or not, the Kardashian clan has dominated headlines for over a decade. They’re known for their reality TV show, romantic relationships and, yes, business savvy. The youngest of the “Hollywood Brady Bunch” is no exception. At just 20 years old, Kylie Jenner is the face of and creative mind behind beauty brand Kylie Cosmetics.

(Photo by Ethan Miller/Getty Images)

The background

In 2014, rumors that Jenner had undergone cosmetic surgery and received lip injections sparked social media conversation and controversy. Fascination around Kylie’s look and beauty choices has since continued. With chameleon-like frequency, Kylie changes her hair color and makeup to the delight of her army of social media followers.

Jenner, who is one of the most followed individuals in the world, currently has 98.8 million Instagram followers. In 2016, the mogul confirmed that she is “number-one” on Snapchat, meaning she has more followers than any other user on the platform.

In 2015, Jenner launched Kylie Cosmetics, combining her social media prowess and passion for beauty. In its inaugural launch, Kylie Cosmetics released Kylie Lip Kits to the public. Now, buyers could achieve lips similar to Jenner’s, which had famously spawned intrigue and a somewhat dangerous social media “challenge” . The brand was an immediate success.

The strategy

Prior to becoming a beauty guru, Jenner already had a loyal following, as illustrated by her massive social media presence. Those followers, likers and retweet-ers became Kylie Cosmetics’ stakeholders.

Today, Jenner continues to create constant buzz around her products by communicating directly to her key publics through her personal social media channels.

She tweets launch dates and photos of new products. She Instagrams about product deals. Most notably, she “swatches” lip kit, highlighter and eyeshadow colors herself; then she immediately uploads the videos to Snapchat.

By watching and engaging with the brand in real time, her followers feel included in the Kylie Cosmetics experience. She is the brand’s number one ambassador, spokesperson and promoter. It is, essentially, an extension of herself.

The results

In an August 2017 interview with Women’s Wear Daily, momager Kris Jenner “revealed … Kylie Cosmetics has actually done $420 million in retail sales” in its first 18 months alone.

This is an unprecedented number, and, according to the same article, “growth shows no signs of slowing down.” The young TV personality’s projected worth is $1 billion by 2022.

Forbes cites women as responsible for “70-80% of all consumer purchasing, through a combination of their buying power and influence.” Jenner knows how to appeal to and influence her publics, comprised of mostly young women, and the proof is in the sky-high monetary success of the Kylie Cosmetics empire.

What does the future hold for Kylie Jenner? With pregnancy rumors circulating and the 10th season of “Keeping Up with the Kardashians” underway, it’s anybody’s guess. However, the success of Kylie Cosmetics is certain.

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