Trend of the Jenners – King Kylie

Lately, I’ve come across a lot of posts regarding #kylielipkit. Out of curiosity I looked it up and came across Kylie cosmetics. Kylie cosmetics is a range of cosmetics launched by Kylie Jenner in 2016 after the success of Kylie Lip Kit.

kylie-lip-kit

Logo and Colour:

Kylie Jenner has been an entrepreneur since a very young age. She has successfully teamed up with different brands and come up with collections along with her sister, Kendall Jenner. Now she has come up with her own cosmetics line named ‘Kylie Cosmetics’. According to Iacobucci, brand names merely of the founders have no inherent meaning, show little creativity in marketing and serve primarily as an ego trip for the founder. A brand name should convey what are the benefits of the brand. While Kylie Cosmetics does convey what the product is it fails to convey the benefits of the brand apart from the fact that Kylie owns it.

The colour of the logo of the brand is black. The colour black conveys mystery, boldness, elegance and sophistication. Through this Kylie is trying to portray her brand as bold and sophisticated. She wants to set trends and has been highly successful in doing so. She wants her brand to portray her personality of bold and sophisticated. Her logo of the brand is her autograph and again tries to portray how she wants the brand to be a reflection of her.

KC_Logo_Black

IMG: Kylie Cosmetics Logo

Alina Wheeler said that we have less time and less space to tell our stories in than ever before. To rise above the clutter, a symbol or a logo is the fastest communication known to man. It unlocks associations with your brand on sight, so it is important to get it right the first time around.

Through the above statement, we know the importance of the logo and the colour used. While the colour is a universal colour and looks great. The brand logo helps us rise above the clutter as we see it and we are easily recognized by everyone. This is because the name is familiar and we know who Kylie Jenner is. But then the question of whether a brand should be named after the founder still remains.

The brand:

According to Iacobucci, a brand name is an assurance of reliable quality, the customer’s decision making is made easier. When it comes to Kylie cosmetics, in an interview with Yahoo! before the launch of the lip kits, Kylie said “I’m going to keep that a secret, but it’s a kit and I am super invested. I have been going to the factories, making the shades perfect, because I’m super particular about my lip color. I wanted to make three perfect shades to start off.”

This statement shows how she was determined to make the best product. She wants her consumers and also her fans to have the best product. We can also see that she wants to create a brand that could be trusted, a brand loved by all.

Due to the immense popularity and fan base of Kylie Jenner, who herself is a brand, Kylie Cosmetics already had a good loyalty base which any brand should aim at having. Kylie lip kits are always sold out within minutes of launch, causing fans to be disappointed. This shows the brand value the brand and because the supply is scarce the demand for the same is higher. A lot of the products have surfaced on eBay and sold at 3 times and higher than the actual prices.

Brand associations:

The main reason for the fame and rage over Kylie Lip Kits is that it is by Kylie Jenner. Kylie Jenner may be young but has a very good teen fan following who want to be her. People are attached to the brand because they are attached to Kylie Jenner. They want to get lips like her and therefore her lip kits are a huge success. Iacobucci said that the key brand association is the extent to which the customer feels a personal connection to the brand. The personal connection here is Kylie Jenner and that is the reason for the success of the brand. Kylie has been promoting her brand the most through various social media platforms especially Instagram and Snapchat. She replies to her fans personally and interacts with them at a different level.

When people think Kylie they think trendsetter that’s the reason they are sold out really fast. It’s the “in” thing and the cool thing. It’s something everyone wants to own because of the brand name and the brand value.

Recently, Kylie Jenner announced that Kylie Cosmetics is a sister brand of ColourPop. This is the reason Kylie Cosmetics have been restocking products really fast.

Kylie Cosmetics are all the rage now due to her marketing skills and her branding skill. She has been able to create a wonderful brand in a very short amount of time.

References:

http://www.refinery29.com/2016/05/111883/colourpop-founders-video-interview

http://www.etonline.com/news/177127_kylie_jenner_lip_kit_sells_out_under_a_minute/

http://www.bustle.com/articles/180937-are-kylies-august-lip-kits-sold-out-act-quickly-kylie-cosmetics-fans

http://www.popsugar.com.au/beauty/Kylie-Jenner-Lip-Kit-38133687#photo-38433521

Meaning and Uses of Colors in Logo Design

http://www.eonline.com/au/news/638047/kylie-jenner-never-encouraged-people-to-line-their-lips-but-since-they-do-she-thinks-she-s-a-trendsetter

Designing Brand Identity – Alina Wheeler, (2013)

MM4, Iacobucci D

 

 

 

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