Marketing Strategy and SWOT Analysis of Kylie Cosmetics

by Sona Avetisian · Published October 19, 2022 · Updated June 8, 2023

A reality television star on Keeping Up With the Kardashians is Kylie Jenner. She also runs her own company, Kylie Cosmetics, a beauty line she started in 2016. On all of her social media platforms, where she frequently promotes her cosmetics, Kylie has a sizable fan base. She transitioned from reality television star to cosmetics diva. Kylie undoubtedly understands how to manage her own company and appease her followers. This blog will further analyze its marketing strategy to unravel the mystery of Kylie Cosmetics’ success.

Marketing Strategy and SWOT Analysis of Kylie Cosmetics

The mission and vision statements of Kylie Cosmetics are first studied.

Mission statement: “Disrupting the beauty industry.”

Investors think highly of Kylie Cosmetics because its brilliant price strategy drove a gulf between established and “drugstore brands.” While Kylie Cosmetics is growing its product range, it is also gradually lowering the average cost of its goods. Over the past six months, the average cost of a Kylie product has reduced by roughly $4, according to price information we’ve gathered from the company’s website.

Unlike most beautiful cosmetics brands with a social media presence, Kylie does not require outside assistance while advertising her goods. She is the ideal influencer since she showcases her beauty options on her face.

Vision statement:

“To educate, inspire & equip an entire generation of beauty lovers with all the tools to create your perfect Kylie Glam with incredible ease and endless choice.”

Many cosmetic experts have recommended Kylie Jenner’s lip kits as dupes since they apply virtually precisely the same and are considerably less expensive. Kylie’s matte liquid metal lipsticks are unique. In general, metallic-looking liquid matte lipsticks are hard to come by.

The most often recommended dupes for her metallic lipsticks are Kat Von D’s Studded Kiss Lipstick and Too Faced’s Melted Metal Lipstick. These goods, however, fall well short of Kylie’s metals in comparison. Kat Von D’s Studded Kiss Lipstick indeed has a fantastic metallic effect.

How many other beauty brands regularly provide their fans access to their inventor and owner? Kylie Jenner has a significant online following on Twitter, Instagram, and Snapchat, totalling millions of followers. She even created her app where she publishes insider news regarding the dates of her lip products’ releases and intriguing brand-new details. Kylie usually gives customers who write to Kylie on Instagram or Twitter personalized answers.

Kylie’s readiness to interact with her followers and clients and address any issues that could emerge with her lip kits enhances her reputation as a manufacturer and distributor of high-end cosmetics.

Look at an Instagram post that exemplifies Kylie Cosmetics positioning strategy.

So here’s the thing: people will always debate why there is even a need for a nude lipstick. Especially for females of colour. Why not simply apply vaseline and call it a day? Said, the answers to those inquiries are “because” and “Vaseline is not the same thing,” respectively.

Over time, lips might get discoloured, and you occasionally want a little something to level things out. At the same time, it maintains the appearance that you are wearing nothing at all. Folks, it’s called natural makeup. It is something.

Sometimes you want a little extra, artificial colour. Various colours from Kylie’s Cosmetics, ranging from a delicate, light brownish pink to a more bottomless, dark espresso, complement a wide range of skin tones.

Nothing smudged. Let’s discuss how free it feels to dine without your lipstick transferring to your face or your meal! You’ll forget you’re wearing anything since the almost there appearance is so practical!

These factors lead us to the conclusion that KK belongs to the Lover archetype.

Lover brands frequently bond closely with their customers and want to please them. The logo conveys the feeling of being close to loved ones, friends, and everything else nearby. It urges us to value all lovely things, including delicious and stunning landscapes. Let’s talk about some potential customer concerns for Lover brands.

Being solitary.
Being unwelcome.
Not being loved.

Lover brands perform well on items like perfume and cosmetic equipment (ex Chanel, Estee- Lauder).

Sometimes Lover is a good fit for businesses who don’t like Ruler brands and have reasonable prices. We see this illustration in jewellery goods.

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While attempting to communicate our brand message to customers, it is crucial to use the appropriate phrases. Here are several stories that fit the Lover archetype and have relevant meanings.

The Lover archetype enjoys classic automobiles and vintage women’s clothing; these associations highlight the essence of the next archetype.

Stories about wedding ceremonies and every tiny aspect related to them are covered in love messages: the bride’s outfit, the cake, and the decorations in the reception hall. We see storytelling components in this article about how to make a cake and what attire the bride should wear.

Next, we’ll look into the SWOT analysis of Kylie Cosmetics.

Strengths:

Kylie has a sizable following on all of her social media platforms. She has more than 200 million followers on Instagram alone. She limits the display of her appearance, wardrobe, travels, and daughter Stormi to this platform. She interacts with her admirers and often fulfils their requests. Even her Instagram account for her beauty line is different. She has more than 25 million followers on this account.

Kylie’s brand expanded and succeeded thanks to her notoriety. Moreover, she often shares a sneak of her new cosmetic collections and selfies wearing her makeup. Her followers like watching her makeup and routines in action. Her company keeps growing and introducing new things.

She began by using lip kit goods first, then added other ones. For every product, she provides a variety of shades and packages. She also has the advantage of not testing any of her goods on animals, which is another quality many clients appreciate.

Weaknesses:

Kylie is often tone-deaf to the outer world because she is devoted to her brand. She stays silent during protests or natural disasters and keeps posting about her cosmetics brand. Because of the potential for customers and subsequent loss, this might be risky for her brand. She also debuted a collection with a financial focus, for which she quickly came under heavy fire. It was a gift for her 22nd birthday. Fans were furious with Kylie for boasting about her fortune and being a millionaire.

Threats:

The cosmetics market is huge and fiercely competitive; hence every company aspires to have the most acceptable product. Numerous celebrities have launched their own cosmetics lines. Kim Kardashian, Kylie’s sister, runs a company called KKW. KimShe faces intense competition from well-known companies whose prices are less high than hers.

Opportunities:

There are various prospects for Kylie Cosmetics. She may host additional cosmetic tutorials with celebrities and other owners of beauty brands to grow her business. If Kylie Cosmetics collaborates, beauty enthusiasts who follow other celebrities’ makeup tips but are unaware of their brand may become aware of it. She created a limited edition collection by combining her label with her sister’s.

She can increase her customer base if she contacts other well-known cosmetics companies. Since her products aren’t the cheapest, lowering the price of her cosmetics or increasing sales will draw in more clients.

It’s time to choose the Kylie Cosmetics Segment at last.

We shall watch one of their advertisements to do this.

Stormi’s mother is an expert in product creation; after all, her foresight led to the release of millions of lip kits. With a new baby on the way and a line of baby care products fittingly dubbed Kylie Baby.

Jenner revealed the first four items in her collection of baby basics with followers on her Instagram story and explained that it had taken two years of development and testing before she could release them. When she became a mother, she said, “I just wanted to produce safe goods for my kids.

Therefore Kylie Baby is clean, vegan, cruelty-free, fragrance-free, and created without parabens, sulfates, or silicones. “We have also passed paediatrician testing and are hypoallergenic. Baby goods need much time to create, so I wanted to ensure that we did all the testing to make this very safe for your children and newborns. I wanted to develop a treatment I would apply to my children” – Kylie Jenner.

The first four items are a bubble bath, a moisturizing lotion, a tear-free gentle shampoo, and a mild conditioner. Jenner claims that her three-year-old, who has had sensitive skin for the past two years, has served as the main product tester.

Fun fact: We used these bubbles while testing Kylie Baby a year and a half ago when I uploaded this adorable picture of Stormi. Stormi essentially used to attempt to eat these bubbles and put them in her eyeballs so I wouldn’t advise this for your kids. So there is no need to worry about that because this is entirely safe and tear-free. It also produces the most delicate bubbles.

By now, it should be evident that Peacocks are the market niche that Kylie Cosmetics has selected.

How well do we understand peacocks?

Values and way of life:

Peacocks must be different, unique, and stick out. It doesn’t matter how they do it—through identity, clothes, hobbies, or the interface. Peacocks must succeed in making their goal a reality.

In any event, we are all aware of how the obsession with perfection leads to ambiguity. In any event, this does not diminish the peacocks’ unwavering faith. For example, this part won’t be confused or demotivated if a little setback occurs at work.

Additionally crucial to Peacocks, accomplishments also add to the fragment’s compulsiveness. Peacocks first establish their goals before breaking them down into manageable stages. And it is via those modest stages that individuals finally reach their ultimate aim.

Peacocks suggest becoming innovators in the workplace. They accomplish it by working for each development, starting with pursuing a more critical education. An integral aspect of a successful profession is making money and leading a prosperous life. However, Peacocks struggle with that.

Although they make a lot of money, they also tend to waste some. For instance, peacocks frequently purchase inexpensive yet little objects solely for fun or to satisfy their desires.

Viewpoint on shopping:

Suppose we know that peacocks like satisfying their needs. We will learn something else. They value buying from prestigious, well-known luxury brands. Additionally, this highlights their obsession with standing out. They believe that looking well means being amazing.

This particular section stands out among the others significantly. Individuals tend to favour quantity or quality, but this group is equally concerned with both. Discounts and exceptional offers are thus enormous promises of help.

Peacocks’ propensity to stay modern is another factor in why they buy so frequently. They like that their clothing is current. For them, using media differently has an impact. Peacocks soak up fashion inspiration like a sponge, whether from Instagram or a TV commercial. This part adheres to the trademark. They stick with a firm once they’ve found one they like.

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