How Kylie Jenner and Rihanna Self Advertise their Makeup Brand
During these past few years, Kylie Jenner and Rihanna have joined beauty moguls like Huda Kattan and Jacqueline Hill as some of the most successful figures in the makeup industry. While Kylie Jenner has approximately earned up to $420 million dollars from her company, Kylie Cosmetics, Rihanna has also made a massive impact in the makeup industry with her recently launched makeup line, Fenty Beauty.
With the rise of social media in the past three years, celebrities and influencers have been more prevalent in the makeup world and even expanding their own brand into driving sales. In this blog post, Hollywood Branded shares some important lessons that brands can learn from Kylie Jenner and Rihanna's secrets to self advertising, and how it leads to sales.
Kyle Cosmetics Own Social Boom
Kylie Jenner's cosmetic line, Kylie Cosmetics, has been exponentially growing ever since it launched its first three signature lip kits, Dolce K, Candy K, and the True Brown. All of which sold out in minutes. Some of which were bought to immediately list on eBay, in hopes of selling the lip kit for a higher price.
In the effort to keep up with the high demand, Kylie Cosmetics continued selling its lip kits with different colors, eyeshadows, highlighters, and eyeliners -- in minutes. While the fans and customers were becoming frustrated from constantly missing out on the opportunity to purchase a lip kit due to over-sold inventory, Kylie had to come up with different ways to market her product on social media. Therefore, she developed a routine where her posts revolved around her makeup line, and as a result of that, Kylie Jenner was able to bring her follower count up to 98.5 million.
More importantly, the Kylie Cosmetic Instagram page earned up to 14.5 million followers. One of her most popular moves on social media was her posting her makeup routine on Snapchat. She let her audience get a peek of her everyday makeup routine and incorporated pieces from her makeup line. She also had her own app, the Kylie Jenner app where she would post links that would only let subscribed members of the app get the first grabs on her new releases. More money making from app sales! Kylie Jenner is the first of soon to be many celebrities who have made a significant impact in the makeup world from self-advertising through her social media.
We've shared blogs our team wrote before on the power of Kylie Jenner and her Kardashian clan -- and why they make sales happen for brands. Check them out here:
- A Brand Guide To Kim Kardashian West Instagram Posts
- A Brand Guide To Khloe Kardashian Instagram Posts
- A Brands Guide To Kourtney Kardashian Instagram Posts
- A Brand Guide To Kendall Jenner Instagram Posts
- A Brand Guide To Kylie Jenner Instagram Posts
And one of our most popular blogs: How Much Kim Kardashian Charges For An Instagram Post
Rihanna And Fenty Beauty
Fenty Beauty released in September has grown in fans and sales ever since. Rihanna's new makeup line has 40 shades of foundation allowing everyone to find their perfect shade of makeup, no matter their ethnicity.
This is a big step in the makeup industry because many foundations don't broaden their choices of skin tone making it hard for people to find their perfect shade. Rihanna powered the brand's launch by posting the brand and it's capabilities all over her Instagram, letting her followers know the exciting news.
Rihanna also incorporated still pictures and short video clips to show her audience how amazing her new collection was. With over 57.3 million followers, her posts average a 2.8 million engagement rate with her followers. That's over 5% - and tremendous for a celebrity with that many followers. Her social media makes a massive impact on her sales.
While Fenty Beauty is still growing, it has already made a huge progress in the makeup world. There is no doubt Rihanna will continue to leverage her own social media to help keep her makeup company growing.
Another brand that partnered with Rihanna to leverage the power of her celebrity and social stature is Chopard with a unique jewelery line. Check out our blog on the partnership: Rihanna's Celebrity Jewelry Endorsement For Chopard
Instagram and Social Media
Kylie Jenner and Rihanna are heavy users of their social media accounts. Their power moves on Instagram has gained them more than just followers but also translated over into sales. They used their followers to their advantage and shows them the insight on their new makeup. Being such big fashion and beauty moguls, both companies are both in the same pool of success thanks to their following on social media.
Using Influencers For Your Own Brand Sales
Brands pay Kylie Jenner a LOT of money to promote through social media or print ad campaigns their own brands. And that is an option for brands wanting heavyweights to push out their product launches. But there are a lot of more affordable options as well, and we provide a great guide to working with social influencers and celebrities in the below e-book, The Only Guide You Need To Work With Social Influencers which you can click on below.