Analyzing Kylie Cosmetics’ Marketing Strategies and Charting its Future Path

Grey College, Durham University, 0191 334 5900, United Kingdom

^* Corresponding author’s mail: chfe2023@cis.edu.sg

Abstract

This investigation derives into evaluating the current marketing strategies of Kylie Cosmetic, one of the well-known celebrities originated cosmetic brands started in 2015 and now values over 1.7 billion US dollars. The brand first specialized in selling lipsticks and progressively developed other cosmetic products for expansion. The performances of Kylie Cosmetic are intimately associated with Kylie Jenner, a reality star with over hundred million followers on social media, and its effective use of social media marketing as the main channel of communication. However, Kylie Cosmetics has been gradually outcompeted by its competitors with declining sales while competitors doubled in years. This situation is more noticeable in recent years as the taste and preferences rapidly change in the cosmetic market. This research will explore opportunities and areas for improvement for Kylie Cosmetic to remain competitive in the highly intense cosmetic market by comparing the brand to its several top competitors, especially Fenty Beauty, a cosmetic brand that is highly similar to Kylie Cosmetic.