Strategic Message Planner - Kylie Jenner Lip Kit

Home , Jeffree Star Cosmetics, Kylie Cosmetics

Mallory Mire Allie Ziober

Advertising Goal Kylie Cosmetics is an collection of makeup products designed and handpicked by the famous Kylie Jenner herself. This collection is attracting women seeking the “Kylie Look”. This collection has reached over 50 million people and is sold in 100 countries worldwide.

Client: Key Facts Kylie Jenner's, Kylie Lip Kit was first released in November 2015. The first three shades of lipsticks were completely sold out after the first 30 seconds they were up on the website. Ky- lie’s company now is called Kylie Cosmetics which expanded her lipstick and lipgloss to also include eyeshadow and eyeliner. Kylie Cosmetics products are now available for shipping worldwide.

Product: Key Features After Kylie Jenner launched her successful Kylie Lip Kit, she created Kylie Cosmetics. Kylie Cosmetics now has Glosses by Kylie Jenner, Metals by Kylie Jenner, Kyshadow, and Ky- liner. Each Lip Kit costs $29 with come with an lip stick and lip liner, Glosses each cost $15 and were sold out within 30 minutes of their premiere and Kylie made an music video as an commer- cial for the glosses. Metals each cost $18 and these were inspired by Coachella festival. Ky- shadow is an series of eyeshadow palettes and each palette cost $42 and was sold out within an minute when released. And Kyliner which is $36 and was the first product still available after the first 12 hours after its premiere. The Kylie Lip Kit set is not tested on animals and each shade is vegan. The reality television star and model Kylie Jenner created Kylie Cosmetics. Kylie designed and picked out her own colors for lipsticks after the publicity of her own lips.

Target Audience: Demographics and Psychographics Kylie Cosmetics is targeted for teenage girls 16 to adult women 32 who are just starting to wear makeup and for women who have been wearing makeup for years. In 2014 Kylie Jenner was named “25 Most Influential Teens of 2014” and last year was also named “30 Most Influen- tial Teens”, so Kylie Jenner has an huge fan base. Almost every teen and women know who the Kardashian family are so that targets many women who watch their television show and follow them on social media and Kylie is known for modeling also. Some makeup brands can be very expensive but Kylie Cosmetics made it an reasonable price so it is affordable for younger girls and also women. The average age of the audience is 22 years old. These women are middle class and high schoolers to college students. Kylie Jenner’s net worth increases with the Kylie Cosmetics and makes her income 18 million dollars. Teenage girls and women love to have the new in style look and with Kylie Cosmetics you can get everything you need to have the new look. Young girls all around the world are looking for the best way to replicate and have the same collection as the now famous Kylie Jenner. Most of the shades Kylie has designed are typically more bold and fierce colors also she created the lipsticks to not be as thick and help women enjoy wearing makeup. This makeup collection helps provide confidence for women.

Kylie Jenner promotes specials during the holidays so Kylie Cosmetics is very popular for gifts to friends and family. She designs different shades to be worn during the holidays also. Right now Kylie has created an Holiday Edition Kylie that is perfect gift from Santa which the Kylie Box includes 10 mattes lipsticks, 3 exclusive shadows, the exclusive holiday Kyshadow palette and the exclusive Snow White Kyliner. And that holiday set is already sold out. Also the audience loves being able to have the status of wearing Kylie Cosmetics product. And they like how exclude the products are, not everyone can get the collections because it sells out within minutes.

Product Benefits These collections are made to be long lasting and with that you will save time on re-ap- plying every hour and you save the amount you have to put on. Kylie Cosmetics is cruelty-free, no products are tested on animals. The products include natural ingredients including Vitamin E, which is a large part in the aging process and can reduce wrinkles. The Kylie Lip Kits have no chemicals and adds volume to the lips with natural substances. And all the products are vegan products.

Direct Competitors and Brand Image A direct competitor of Kylie Lip Kit is Jeffree Star Cosmetics. A target audience from Jeffrey Star Cosmetic would be someone who values the product for it’s low price for high qual- ity stick and sees the benefit of buying a Kylie’s lipstick for more money that includes a match- ing lipliner. Another direct competitor is Urban Decay Cosmetics. The target audience would be a loyal costumer of Urban Decay who desires a longer lasting matte stay that the Kylie Lip Kit provides. A third direct competitor would be MAC Cosmetics. The target audience from MAC would be the customers who enjoy the lipstick MAC Cosmetics sells, but does not agree with the animal product testing that MAC performs. YSL Cosmetics could also be seen as a direct competitor. YSL’s target audience could be those who likes the luxury of the YSL lipstick provides but prefers the cheaper price of the Kylie Jenner LipKit.

Indirect Competitors and Brand Image An indirect competitor of Kylie Lip Kit is Sephora. Sephora sells all different types of make up thats purpose is to make up different master looks. The target audience would be those who wants to feel beautiful and confident in what ever make up they wear. A second indirect cometAnother indirect competitor would be Fab-letics. Kate Hudson is another famous person who has started a line of her own targeted towards a similar audience. Another indirect competitor would be Lush Cosmetics. Lush sells beauty products that are very popular. Their target audience resembles the young adult target audience that Kylie’s Lip kit has.

Product Brand Image The current brand Image of Kylie’s Lip Kit is that the target audience loves the look of the make up. However, they are upset that there is not more of a variety of colors to choose from. Kylie’s Lip Kit’s desired image is that their audience feels beautiful and confident in the product they are selling them. The challenge of the brand image is that the target audience may be una- ware of all of the time, effort, and money that in used in order to increase the numbers of product produced.

Strategic Message: The Promise New, highly exclusive, Kylie Lip Kit will flatter the lips of young women, of all skin tones, who want to achieve the ‘Kylie Look.’ It’s for the millennial girl who is a lover of beauty and make up

Supporting Evidence: The Proof The supporting evidence includes that the lipstick is lab tested to make sure that the for- mula used actually does enhance the volume and appearance of the lips. Kylie Lip Kit is not tested on animals and is all vegan (with the exception of ‘Candy K’). Kylie Jenner created the product in her own image and was launched at her hands. Kylie Lip Kit comes in many different shades for millennials of all skin shades.