Kylie Cosmetics : Case Study

Wen Lin Poh

7 min read

Kylie Jenner, the world’s youngest self made billionaire uses the Shopify platform to run her multi-million dollar company. Here are 6 tactics that Kylie Cosmetics uses online store can follow.

Kylie Cosmetics, LLC is an American cosmetics company founded by Kylie Jenner. The company began selling Kylie Lip Kits on November 30, 2015 before getting renamed to Kylie Cosmetics and selling a variety of other products.

Basic stats of Kylie Cosmetics
Basic stats of Kylie Cosmetics

According to SEMRush, Kylie Jenner's Shopify store, Kylie Cosmetics gets 838.5k visitors worldwide. How does Kylie Jenner use Shopify to this extent of success? Here's how:

In order to avoid stockouts, you must first understand the selling patterns of your products and stock up accordingly. This can be achieved through proper inventory management. Even by doing so, short gaps of stockouts are unavoidable. During those times, it's crucial to have a system in place to avoid losing sales. This is achievable with Back in Stock Alerts.

Kylie Cosmetics uses back-in-stock alerts so that interested customers can opt in to be notified when the cosmetic product is back in stock via Email or SMS. Customers will be alerted and brought back once a product is back in stock. This is a way to boost sales, provide positive customers experience and grow your subscription list.

Back in stock alerts gives customers the choice to get notified when out of stock item becomes available
Back in stock alerts gives customers the choice to get notified when out of stock item becomes available

All these can be easily implemented with Konigle's Inventory Management tool and Back in Stock Alert tool.

Here are some videos on how you can make use of the tools effectively:

Back in Stock Alerts for Shopify
Inventory Management made easy

The "compare at" price is the product's original price on a product listing when it is on sale. Customers will see it crossed out next to the discounted price. This is an effective way to help customers see the difference between the current price and the original price, and to show them the amount of savings they will be incurring.

Compare at prices coloured in red to grab attention
Compare at prices coloured in red to grab attention

If you would like to add or edit Compare at prices, the Konigle's Bulk Price Editor tool can help you do it easily.

Here's a video on how to do it:

How to change compare at prices on your Shopify store

Kylie Collections has a dedicated Sales collection page that quickly highlights products being sold at a discounted price for bargain buyers. This is a good way to boost sales from people who wants to jump on the "Kylie trend” bandwagon but yet also looking for a cheaper alternative to get discounted cosmetics.

Sales collection shows all items that are on sale in a single scroll
Sales collection shows all items that are on sale in a single scroll

If you would like to implement this on your Shopify Store, you can use Konigle's Bulk Price Editor tool to add tags on discounted products as you edit prices and make them show up on the Sales Collection Page.

Here's a video on how you can use the Konigle Bulk Price Editor:

How do I edit prices on Shopify

Another critical element of Kylie Cosmetics' success is its use of limited-edition drops. This strategy involves releasing small batches of new products, often with unique packaging or special features. It creates a sense of urgency and FOMO around the brand, as customers know these products will only be available for a short time. Additionally, the limited-edition drops keep the brand fresh and exciting as customers eagerly anticipate the next release.

Limited edition items motivates customers to grab them before they are gone
Limited edition items motivates customers to grab them before they are gone

Kylie Cosmetics lets their consumers know the release date for their new product, which induces anticipation and buzz.

Kylie Cosmetics lets their customers know the exact date and time of a new launch
Kylie Cosmetics lets their customers know the exact date and time of a new launch

You can inform your subscribers of an upcoming launch with the Konigle's Bulk Price Editor tool by scheduling draft products to become active at a designated time. Then creating email + sms campaigns to reach out to them.

Product bundling is the practice of offering a package of several products at a reduced price, either as an upsell or cross-sell. It creates compelling value proposition and is an effective method to increase sales, AOV, reduce backstocks and build customer loyalty, as they get to try out more products at once.

Kylie Cosmetics bundles various shades of the same item and sells them at a cheaper price compared to buying each shade individually. This method works especially well for beauty brands as consumers would want to be able to switch between various shades for a different look.

Kylie Cosmetics bundles various shades of the same item as a way to clear backstocks of the less popular shades
Kylie Cosmetics bundles various shades of the same item as a way to clear backstocks of the less popular shades

Author

Wen Lin Poh

Wen Lin is passionate about helping people build businesses to become financially independent. A pro volleyball player and solo traveller , she can speak Mandarin, English and Spanish.

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