How Kylie Jenner Used Social Media to Rapidly Fuel Her ‘Kylie Lip Kit’ Empire

Kylie Jenner, perhaps the most powerful user of social media influencing consumer behaviour of our time? Although she is not technically an Opinion Leader as she makes profit from what she posts about, Kylie Jenner is certainly a person who informally influences the attitudes and behaviours of others.

Background

Kylie Jenner is originally known for her appearances on E networks reality TV show ‘Keeping Up With The Kardashians’ and famously known to do everything with older sister Kendall Jenner.

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Sisters Kylie and Kendall 2011

As for her independent stardom, it all started with social media where Instragram and Snapchat played a major role.

Although, before any of her major business moves, her Instragram and other social media scopes were just like any regular teenagers… Nothing but rookie selfies, poor use of filters and amateur captions.

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Kylie Jenner’s First Instagram Post

Here she created a substantial follower base, but nothing too extreme. With regular posts about her luxurious teenage lifestyle, Kylie gave her followers an insight on what she did, what she wore and who she was with.

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An Original Post of Young Kylie

But as the years changed, so did the quality of her feeds. Selfies became professional photographs, captions became shorter and hair and makeup became flawless in each and every picture. People soon wanted to be her, have her features and live her luxurious life. She quickly became an influential leader all thanks to the ever increasing follower base.

Social Media Growth and Self Initiated Trends

 

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An Orignal Post From New Look Kylie, 15 March 2014

 

Ever since her new, iconic look was showcased, as her features grew, so did her follower base. March 2014, Kylie posted one of the first iconic shots. It featured sunset lighting, flawless makeup, trendy attire and perhaps the biggest reason for her cosmetics business growth, her big, plump, lips.

As Kylie Instragrammed/ Snapchatted it, followers wanted it and copied it. An early example of her easily influenced follower base wanting her look was the blue ombre trend that spread like wild fire.

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Kylie Debuts Teal Ombre, May 2014

 

 

Beauty Bloggers with thousands of followers, such as Riley Valentine and Inertia of Beauty showed their own viewers (Opinion Seekers) how they could instantly achieve the ‘Kylie’ look.

But the focal point of this blog isn’t her hair, isn’t her luxurious lifestyle, isn’t her name… But Kylie Jenners lips and flawless makeup that influenced all of her followers to later buy her products and grow her cosmetics empire.

She started off by always showcasing her makeup and her big lips by making them the focal points of all selfies uploaded. Being makeup and lip focused created her an image separate from that image of her being just a part of the Kardashian/Jenner clan.

Below, are a number of posts that were uploaded by Kylie on Instagram, long before any talk of her ‘Kylie Lip Kit’ range hitting the world.

 

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Notice something?

Lips… Lips… and Lips…

The quality and character of each and every upload led to her large follower base obsessing over her new and ‘improved’ look. Throughout her numerous, exotic lip uploads, she also uploaded posts emphasising her expertise in the makeup area (also before any lip kit release talk). This helped to convince and prove to her followers she had a substantial background in makeup and she clearly knew what she was doing.

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“Makeup by me duuuuh”

 

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Kylie Showcasing Her Makeup Skills

The start of the ‘Kylie Lip Kit’ Epidemic

Followers and fans wanted her lips and wanted to know what make up she was using.

She slowly started to subtly feature her own lip line in her posts, with an image of her self wearing big bold lipsticks with captioning such as stay tuned. These images always had the hashtag of #Kylielipkit and fans soon became very fimilar with these 3 words (Kylie Lip Kit).

 

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Original Post From a Sneak Peek in the Kylie Lip Kit Range

 

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Another Sneak Peek: Kylie Showing Followers She is Using Her Soon to Be Release Products and Glamourising Them Next to a Channel Product

In November 2015, the first post on Instagram notified followers that the official lip kit were to be released and featured just 3 streaks of lipstick swabs, simply saying:

“22 HOURS. DOLCE K, CANKY K, TRUE BROWN K.”

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First Post on Release of Lip Kit, Post Receiving Over 670,000 Likes from Followers

As well as this, Kylie supported all of her Instagram ‘Kylie Lip Kit’ posts through Snap Chat. With her ‘Kylie Lip Kit’ Lip Liner and Matte Lipstick range soon to be released, Kylie Snapped her ‘daily‘ makeup routine using her products broadcasted over her story (accessible by all Snapchat Followers), saying what product she was using and how she was using it.

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Example of a Makeup Tutorial Kylie has Broadcasted Over her Snap Story
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Another Example of Kylie Broadcasting a Makeup Tutorial Using her Product on Snapchat

 

Followers and fans were going crazy. Everyone wanted their hands on the latest cosmetic product hitting the market, exclusive to https://www.kyliecosmetics.com with a limited number of stock available (introducing scarcity). 2 years of build up and establishing her image from Kylie herself over social media and multiple marketing techniques such as ‘the drop’, correctly idendifying her target market (young women, familiar with technology and heavy users of social media) and luxuriating her product led to the demand of the Lip Kit being so high that all 3 kits sold out in 1 minute, causing the site to momentarily crash.

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Screenshot of Website on Original Lip Kit Release Date

 

So, by successfully influencing her followers attitudes and behaviours through social media just in her Lip Kit Range (not to mention her other cosmetic ventures such as ‘Kyshadows’, ‘Kyliner’ and other lip ranges), the teen socialite has achieved mass independent financial success, proving that Kylie Jenner is perhaps the most powerful user of social media influencing consumer behaviour of our time….

Lord help us.

Source:

https://www.kyliecosmetics.com

https://www.instagram.com/kyliejenner/?hl=en

http://www.vanityfair.com/style/2016/10/kylie-jenner-lip-kits-seed-beauty-colourpop

https://builtbytophat.com/marketing-analysis-kylie-jenner-lip-kit-phenomenon/

Pearson 10th Edition, Leon G. Schiffman, Consumer Behaviour.

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Cultural influences on Consumer Behaviour: Weddings

If there is one thing that culture has an influence on in consumer behaviour, it would have to be weddings. All around the world, depending on your beliefs, values and customs will probably decide exactly how you spend and celebrate your special day.

It is said that weddings can be one of our largest financial commitments we make in our lives (after a house and a car).

This is because in order to have a wedding, traditionally multiple purchases have to be made. The Bride’s attire, the Groom’s attire, and everything from the venue to the food.

Even though Australia’s traditional weddings aren’t as rich in cultural practices compared to other countries traditions, cultural influences still effect the behaviour of Australian consumers as they decide what to buy in order to have the perfect day. The dress is traditionally white (to signify purity), the bride traditionally holds a bouquet, the groom traditionally wears a formal suit, and the venue classical and elaborate. All of these aspects cost money, and the way we incorporate our own culture into weddings shapes how we search for, purchase and use specific wedding products and services.

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Traditional Australian Wedding

Australia isn’t the only country where culture influences consumer behaviour for wedding day celebrations.

The following are some across the globe examples of how traditional and unique culture ultimately effects all aspects of weddings such as attire, ceremonies and venues (accessed from boredpanda.com).

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Kazakhstani Bride

A traditional Kazakh Bride, wearing headdress “Saukele” and a facial veil. Kazakh Weddings may take weeks/months as it involves a contract between families with negotiation (They are a Muslim society). They then partake in several hours of feasting and Muslim traditions.

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Traditional Nigerian Bride

Nigerian Brides often wear bright and colourful wedding attire. A traditional headwear the Nigerian bride can wear is a Nigerian head tie called Gele.

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Traditional Japanese Wedding Attire

Traditional Japanese Brides can wear a pure white kimono for a formal ceremony, symbolising purity and maidenhood.

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Traditional Scottish Wedding Attire

To recognise tradition, men from Scotland wear the Kilt of his ‘clan’. After the wedding, the bride wears a shawl of her new husbands ‘clan’ to signify her transition into his family.

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Traditional Chinese Wedding Attire

Traditionally the colour red is worn in order to symbolise good luck and to keep away evil spirits for Chinese weddings.

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Traditional Balinese Headwear

Balinese wedding clothes are traditionally often richly decorated and vivid, as the bride and groom often wear crown of gold during the ceremony.

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Traditional Malay Attire

Traditional weddings in Malaysia are Muslim by tradition and brides often wear the colours purple, violet and cream.

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Traditional Bedouin Wedding Veil in Israel

Traditionally Bedouin brides wear a heavy and ornate face veil comprised of various jewellery.

Cultural influences such as beliefs, values and customs greatly effect consumer behaviour in relation to weddings. Because of cultural differences, brides and grooms from around the world buy and wear different traditional wedding attire and partake in different cultural wedding customs. Due to this, the behaviour that the consumer (Bride and Groom) display in searching for, purchasing, using, evaluating and disposing of products and services greatly differs from one culture to another.

Source: http://www.boredpanda.com/most-beautiful-and-interesting-traditional-wedding-dresses-around-the-world/