Over the years, social media has become a staple of integrated marketing. It has been utilized as a news outlet, social platform, and marketing medium. Social media has provided a unique platform for people to market themselves and their businesses. Some have made a career out of mastering the art of social media. While others have simply used it to market their business endeavors. However, the two seem to go hand in hand.
As for someone who has mastered the art of social media integration… Does the name Kylie Jenner ring a bell? For the few people who may not know who Kylie Jenner is, Kylie is the daughter of Bruce Jenner (more recently known as Caitlyn Jenner) and Kris Jenner. For the few millennials who still may not know who Kylie Jenner is (although I am sure they already know), she is Kim Kardashian’s sister.
Kylie has mastered the art of seamlessly integrating her fans across all her social media sites. So much so, that she released her own app last year (Teen Vogue, 2015). The Kylie Jenner app has been extremely successful (US Magazine, 2015). It provides a domain that offers a comprehensive list of Kylie’s favorite items, makeup tutorials, and playlists (Teen Vogue, 2015). Kylie advertises teasers of content that is available on her app through her Facebook, Twitter, Instagram, and Snap Chat account. Collectively, across all accounts, Kylie has approximately 100 million followers and she is very active on her accounts (Instagram, 2016; Facebook, 2016).
At the beginning of 2016, Kylie introduced Kylie Cosmetics (Kylie Cosmetics, 2016). Currently, the cosmetics line consists of “Lip Kits” that include 1 lip liner and 1 matte liquid lipstick (Kylie Cosmetics, 2016). Only a select amount of Lip Kits are manufactured during each production. However, it is the success of these Lip Kits that prove how she has mastered the use of social media.
What is the best way to get a Lip Kit by Kylie? The answer: buy her app. The release dates for the product are provided exclusively on her app. The coveted Lip Kits have only been released approximately four times. Each release has resulted in all 7 shades being sold out in under 30 minutes (Hollywood Life, 2015). Not only is Kylie generating sales from the $29.00 Lip Kits (as well as the shipping fees), she is also benefitting from the $2.99 monthly subscription fee (Vogue, 20016).
In attempts to purchase the “unicorn” of lipsticks, I searched for them on Ebay and Amazon. To my surprise, the exclusivity of the product has caused many sellers to list the Lip Kits for absurd prices. The average prices ranged from $ 55.00 – $300.00 (Ebay, 2016). I was hoping to purchase five of the colors but at that price, I’ll be kissing that idea goodbye!
http://www.ebay.com/sch/i.html?_nkw=kylie%20jenner%20lip%20kits&ssPageName=GSTL
https://www.facebook.com/KylieJenner
http://hollywoodlife.com/2015/11/30/lip-kit-by-kylie-jenner-sales-lips-kim-kardashian-butt/
https://www.instagram.com/kyliecosmetics/?hl=en
https://www.instagram.com/kyliejenner/?hl=en
http://www.kyliecosmetics.com/aboutkyliecosmetics/
http://www.teenvogue.com/story/kendall-kylie-jenner-apps-interview
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