KYLIE AND FENTY BEAUTY COSMETICS

COMPARISON REPORT FOR KYLIE COSMETICS AND FENTY BEAUTY

KYLIE COSMETICS

FENTY BEAUTY

FOUNDER

Kylie Jenner

Rihanna

BACKGROUND OF OWNERS

INDUSTRY

Cosmetics

OWNER

FOUNDED IN

2015

2017

BRAND VALUE IN 2018

$1.2 billion

$3 billion

ACCESSIBILITY

TAGLINE

“Born To Sparkle”

“Beauty for All”

MARKETING STRATEGY

She used personal branding as her marketing strategy as she is the most watched celebrity on Instagram and was very popular in snapchat and twitter. So, she advertises and sell her own products as a social media strategy.
She makes her product exclusive and generated a lot of buzz by trying on herself and portraited that her looks are because of her cosmetics, which created a lot of interest and curiosity among youngsters.
She used “the drop”, “limited offers” and “one-time-only” experience for exclusive products marketing technique and strategy.
She tried to maintain the quality by experimenting on herself and got positive reputation after the launch of first lip kits and eyeshadows palettes, which proved her quality of products in the market.
Quality of product, Buzz generation, Exclusiveness and modern marketing strategies, is what makes her brand special.

Using Influencers for Marketing instead of advertising, so she invited her fans, influencers, beauty bloggers to experiment her products and give feedback. So, she let her fanbase talking about her products.
While launching the product, she tried to meet every customer’s expectation in mind because she wanted to provide this to every dark and every white woman to make them feel beautiful and confident. So, she was very sure about product’s quality and variety.
Diversity and inclusiveness expand the customer base because she analyzed that none of her competitors are focusing on darker make up shades for darker women. So, she came up with “Beauty for all” theme and bring all kinds of shades possible in the cosmetics.
Quality, Diversification and Inclusiveness is what makes her brand special.

So after comparing both the cosmetics biggest ventures, according to me, I feel “Fenty Beauty” is better than “Kylie Cosmetics” because-

Kylie launched very specific beauty products which looks good on her specifically whereas Rihanna find out the gap after market research and tried to cover all kinds of shades which diversifies her audience by giving equal importance to all shades of women whether back or white.

Secondly, their “Tag Line” defines it all as Fenty Beauty’s tagline shows more care and warmth towards everyone in comparison to Kylie Cosmetics.

Both tried different marketing strategies but Rihanna just did unexpected by inviting different influencers, followers, beauty bloggers instead of spending on advertisement and ask them to try her products and provide genuine feedback to audience whereas Kylie tried to stick with her own family, friends and sisters when it comes to giving feedback and experimenting in public. This leads to have more faith towards Rihanna’s product in comparison to Kylie’s product.

And that’s the reason in social media specially in YouTube in most of the comparison videos, Rihanna’s product is less trolled in comparison to Kylie’s product and many of them having lot of insecurities towards Kylie’s manufacturing and packaging, because most of them received empty or damaged products.

So, based on these points, I personally feel Fenty Beauty or Rihanna’s product is better than Kylie’s.

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