Scarcity tactic by Kylie Cosmetics to boost conversions
Maxwell Reed
June 21 2023
Kylie Cosmetics' success is driven by its use of limited-edition drops, creating a sense of urgency & FOMO with unique packaging & features as customers eagerly anticipate each release, keeping the brand fresh & exciting.
A 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.
As you can see, the 'gloss drip’ is labelled with a limited edition tag on its product listing. This is a scarcity marketing strategy that creates a sense of urgency and FOMO around the product, as customers know it will only be available either in limited quantities or for a short period of time. Additionally, the limited-edition drops keep the brand fresh and exciting as customers eagerly anticipate the next release.