Product details

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Abstract

Kylie Cosmetics was founded by Kylie Jenner (Kylie) in November 2015. Prior to setting up Kylie Cosmetics, Kylie, starred on the famous reality TV show 'Keeping Up With the Kardashians'. The reality TV show continued and covered Kylie's childhood and teenage life. During this time, Kylie started to build her dedicated fan following on various social media platforms keeping pace with the growth of social media. Kylie was able to effectively influence people by posting her makeup tutorials, product teases, selfies and pictures from her personal life on social media platforms. Besides being tagged as a 'social media influencer', Kylie had vast knowledge in terms of mobile marketing and created regular brand buzz with her insight for social commerce. Over the years, Kylie mastered the art of utilising the power of social media channels to drive growth for her cosmetics business. In 2019, the 21-year-old Kylie was awarded the title of 'world's youngest self-made billionaire' by Forbes magazine. But industry observers were skeptical about the success of Kylie Cosmetics based on heavy reliability upon one person's ability to sell cosmetics through social media engagements. However, the revenue of Kylie Cosmetics increased by 9% to USD360 million and the company was valued at USD900 million in 2018. Amidst this scenario, it remained to be seen whether Kylie Cosmetics would continue to succeed in leveraging social media platforms to enhance the customer experience and boost sales in the coming years.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Europe
Country:
India

About

Abstract

Kylie Cosmetics was founded by Kylie Jenner (Kylie) in November 2015. Prior to setting up Kylie Cosmetics, Kylie, starred on the famous reality TV show 'Keeping Up With the Kardashians'. The reality TV show continued and covered Kylie's childhood and teenage life. During this time, Kylie started to build her dedicated fan following on various social media platforms keeping pace with the growth of social media. Kylie was able to effectively influence people by posting her makeup tutorials, product teases, selfies and pictures from her personal life on social media platforms. Besides being tagged as a 'social media influencer', Kylie had vast knowledge in terms of mobile marketing and created regular brand buzz with her insight for social commerce. Over the years, Kylie mastered the art of utilising the power of social media channels to drive growth for her cosmetics business. In 2019, the 21-year-old Kylie was awarded the title of 'world's youngest self-made billionaire' by Forbes magazine. But industry observers were skeptical about the success of Kylie Cosmetics based on heavy reliability upon one person's ability to sell cosmetics through social media engagements. However, the revenue of Kylie Cosmetics increased by 9% to USD360 million and the company was valued at USD900 million in 2018. Amidst this scenario, it remained to be seen whether Kylie Cosmetics would continue to succeed in leveraging social media platforms to enhance the customer experience and boost sales in the coming years.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Europe
Country:
India

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