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After a short break after the brand his Instagram deleted and closed its site in May, Kylie Cosmetics relaunched this morning with a new site design and products reformulated with “clean” and “vegan” designations. The site, which went live just after 9 a.m. PST, “broke the internet” and crashed for a few minutes as eager fans commented on Twitter about their attempts to log in and shop. To kick off the relaunch, Jenner hosted a shoppable livestream on the DTC site, showing her products as links to buy them appeared on the screen. Clicking on a product in the stream took users to a purchase page while the live stream continued. The newly revamped brand will launch in Ulta in August, Jenner said during the livestream, and will also be available in Nordstrom in the U.S.
This was the first time the brand has used shopping livestream, said a spokesperson. Kylie Cosmetics is known as an early adopter of new e-commerce models.
“Kylie was one of the early adopters of the ‘flash inventory’ drop approach [in 2015]said Jay Myers, co-founder of software development company Bold Commerce. “[Since,] customers have become accustomed to shopping this way, especially with big brands backed by celebrities. In fact, software and e-commerce platforms have been adapted to better support this model. FOMO is a huge driver of beauty product sales.”
The new DTC site also includes a virtual shopping experience, where users can click around a virtual nightclub to see makeup looks on digital avatars, then click to go to featured product listings.
Several items sold out as of 10:50am PST, including five matte lip kits and one lip gloss.
During the livestream, Jenner stated her reason for the relaunch was: “It was always in the plan, really. It’s just important to move in the clean and vegan world.” She added: “There’s just been so much news. Doing this revamp and kind of uplift was the best thing for now.”
The relaunch comes not long after Jenner’s sister Kim Kardashian announced the rebranding of her own beauty line, KKW Beauty. There has been speculation online that both relaunches may have something to do with the legal action taken by Kylie Cosmetics and KKW Beauty’s manufacturer Seed Beauty against Coty, Inc. Andrew Stanleick, evp for America of Coty Inc. and CEO of Kylie Cosmetics, recently stated: that the lawsuit has been “solved” and had nothing to do with the relaunches.
Kylie Cosmetics is ranked 8th in a June 2021 ranking of premium beauty brands by Launchmetrics, based on its “media impact value” (MIV) metric, which tracks influencers, print media, celebrities, third-party partners and branded media channels. According to Launchmetrics, much of Kylie Cosmetics’ buzz comes, unsurprisingly, from Jenner’s own star power. The agency found that 20% of the brand’s MIF came from two of Jenner’s Instagram posts in June. In addition, it estimated that 65% of the brand’s total MIF came from Instagram posts.
When it comes to mentions by other Instagram influencers, Kylie Cosmetics’ hiatus caused it to drop in a beauty brand ranking by influencer marketing software company CreatorIQ. Based on mentions and post engagement with influencer posts mentioning the brand name, Kylie Cosmetics dropped to a rank of 68 year over year in the second quarter of 2021. Likes on posts mentioning @kyliecosmetics dropped 50% year over year, what the agency said was powered by fewer mega and macro influencers naming the brand in 2021.
To build hype for the rebrand, Jenner released a three-part YouTube series on Kylie Cosmetics featuring her mother Kris Jenner, chief brand officer Jen Cohan and chief commercial officer Megan Mildrew. In the videos, she expressed interest in a Kylie Cosmetics collaboration with Travis Scott, the father of her daughter Stormi. Scott entered the beauty world last year when he launched a wildly popular collaboration fragrance with Byredo. “We actually talked a lot about it,” she said during the livestream about a possible collaboration with Scott.
With the recent Coty acquisition, Kylie Cosmetics also plans to broaden its global expansion. According to data from Launchmetrics, the brand currently receives 70% of the MIF from the US market.
Jenner announced in her livestream that the revamped brand will be launching setting powders, a birthday collection and a second Halloween collection next year, which will be a collaboration. She also stated that she will be launching a new brand for her daughter Stormi. The new label is “not Kylie Baby”, another baby brand she recently announced on Instagram.
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