Kylie Jenner’s infamous lip kits are back on the market, as the star bets on live streaming as part of her Kylie Cosmetics relaunch.
After a brief pause after the mark wiped her Instagram and closed its site in May, Kylie Cosmetics relaunched this morning with a new site design and reformulated products with “clean” and “vegan” designations. Uploaded shortly after 9:00 am PST, the site “broke the Internet,” crashed for a few minutes as enthusiastic fans commented on Twitter about their attempts to log in and shop. To kickstart the relaunch, Jenner hosted a buyable livestream on the DTC site, showcasing its products as links to buy them appearing on the screen. Clicking on a product in the feed took users to a purchase page while the live feed continued. The newly revamped brand will launch at Ulta in August, Jenner said during the livestream, and will also be available in Nordstrom in the United States.
It was the first time the brand had used direct shopping, according to a spokesperson. Kylie Cosmetics is known to be one of the early adopters of new e-commerce models.
“Kylie was one of the first to take 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. Software and e-commerce platforms have even adapted to better support this model. FOMO is a huge factor in the growth of beauty product sales.
The new DTC site also includes a virtual shopping experience, where users can click in a virtual nightclub to see makeup looks on digital avatars, then click to access featured product listings.
Several items were sold out by 10:50 a.m. PST, including five matte lip kits and a lip gloss.
During the live broadcast, Jenner said the reason for her relaunch was, “It kind of was still in the plan. It’s just important to evolve in the clean, vegan world. Added, “There’s so much newness out there. Doing that overhaul and that kind of elevation was the best thing right now.”
The relaunch comes shortly after Jenner’s sister Kim Kardashian announced the rebranding of her own beauty line, KKW Beauty. There has been speculation online that the two raises may have something to do with the lawsuit by the maker of Kylie Cosmetics and KKW Beauty Seed Beauty against Coty, Inc. Andrew Stanleick, vice president for Americas of Coty Inc. and CEO of Kylie Cosmetics, recently declared that the lawsuit is “resolved” and has nothing to do with the raises.
Kylie Cosmetics 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 brand media channels. According to Launchmetrics, much of the Kylie Cosmetics buzz comes, unsurprisingly, from Jenner’s own star power. The agency found that 20% of the brand’s MIV came from two Jenner Instagram posts in June. Additionally, he estimated that 65% of the brand’s total MIV came from Instagram posts.
When it comes to mentions by other Instagram influencers, Kylie Cosmetics’ hiatus brought her down in the beauty brand rankings by influencer marketing software company CreatorIQ. Based on mentions and engagement from posts on influencer posts mentioning the brand name, Kylie Cosmetics fell year over year to 68 in the second quarter of 2021. J mentions ‘likes on posts mentioning @kyliecosmetics fell 50% year over year, The agency said it was driven by fewer mega- and macro-influencers mentioning the brand in 2021.
To create some hype for the rebranding, Jenner posted a three-part YouTube series on Kylie Cosmetics featuring her mom Kris Jenner, brand manager Jen Cohan and sales manager 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 very popular collaboration scent with Byredo. “We actually talked about it a lot,” she said of a possible collaboration with Scott during the livestream.
With the recent acquisition of Coty, Kylie Cosmetics also plans to expand its global expansion. According to data from Launchmetrics, the brand currently receives 70% of the MIV from the US market.
Jenner announced in her livestream that over the coming year, the revamped brand will be launching Take-Away Powders, an anniversary collection, and a second Halloween collection, which will be a collaboration. She also said she will be launching a new brand for her daughter Stormi. The new label is “Not Kylie Baby,” another baby brand that she recently announced on Instagram.