KYLIE COSMETICS: REBRANd
For this project, we were tasked with selecting an organization in need of rebranding to better define its target consumer, clarify its brand identity, and strengthen its brand promise. For this project we selected Kylie Cosmetics.
Class
FASH-380: Fashion Branding
Date
04/25/2024
CANVA
PRESENTATION SKILLS
COLLABORATION
Skills
BRAND ANALYSIS
CREATIVE STRATEGY
MARKETING
BRAND
Kylie Cosmetics, founded by Kylie Jenner in 2015, quickly became a cultural phenomenon, with its lip kits symbolizing status and embodying the "It Girl" persona synonymous with Kylie herself.
On the brand’s "About Us" page, Jenner explains that she created Kylie Cosmetics to provide her fans with access to the makeup products she personally loves and uses daily to craft her signature looks. She emphasizes the empowering role of makeup in boosting confidence, expressing her desire for everyone to experience that same sense of self-assurance through her products - directly aligning with The Lover archetype.
PROBLEM
When assessing Kylie Cosmetics as a whole, we found that the brand has experienced a significant decline in revenue since 2017, with online sales dropping from $68.7 million in 2017 to an estimated $29 million by 2024. The brand’s struggles can be attributed to several factors: a lack of clear brand promise, excessive brand extensions, and Kylie’s failure to evolve with the brand.
The company’s messaging is vague and lacks a distinct identity, offering nothing unique beyond the generic promise of "confidence." By continuing to dilute the brand with too many extensions, Kylie Cosmetics has lost relevance and failed to maintain a loyal customer base.
SOLUTION
To address Kylie Cosmetics' lack of a clear brand promise, we know a refreshed approach should focus on creating a more cohesive and authentic brand identity. By simplifying the website design—opting for a cleaner, more minimalistic aesthetic with a refined color palette—the brand can better align with its values.
Additionally, a more streamlined, developed brand promise will more effectively reach the target consumer. Our new brand promise is, "Empowering your beauty, with bold simplicity."
The outcome
For our Kylie Cosmetics rebrand, we crafted a dynamic and visually engaging slide deck that clearly defines the brand's identity, outlines its target audience, identifies key challenges, and presents a strategic solution.
