KYLIE COSMETICS.

 KYLIE COSMETICS

Introduction:


I decided to do my final project on Kylie Jenner. When I first started this class and read about the final project, I instantly knew I was going to choose her. Not only is she a celebrity but, she is only 20 years old with a very successful business named “Kylie Cosmetics”. Kylie Jenner has been on reality TV almost all of her life. Kylie and her family became well known from their show “Keeping up with the Kardashians” which first aired in 2007 and since then Kylie has wanted to make a name for herself and that she has done. Not only is her cosmetic line extremely successful but, she now has her own reality television show coming out this month called “Life of Kylie”. She also shares a clothing line with her sister Kendall and together they also have an online game in the app store called “Kendall and Kylie”. For my final project, I’m mainly going to focus on “Kylie Cosmetics” because as of now that is what Kylie is most successful for and promotes the most.

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Kylie released her cosmetics line in June of 2016. She first started by selling “lip kits” which was a boxed package of one matte lip gloss and a lip liner for $29.00. She had a small selection of colors at first in which was always sold out within minutes of being released on her website. Fast forward a year and Kylie Cosmetics now offers a range of different colored lip glosses and different style finishes. You can get a matte lip gloss, a velvet lip gloss, or a glossy lip gloss. Along with the lip glosses, Kylie also sells eye shadows, blushes, highlighters and eye liners. Every time Kylie releases new colors – still sold out within minutes – along with the colors that are most popular that are re-released.

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(This is a picture Kylie posted on her snap chat story today, August 1st, of all the people accessing her website to purchase the Birthday Collection)

Kylies branding of “Kylie Cosmetics” varies for each product but one thing that stays the same is “KYLIE” in all capitals on each of the boxes the products are packaged in. The lip glosses always have a pair of lips on the box and dripping off the lips is the color of the lip gloss you’ve purchased. The eye shadow packages have a set of eyes on the packaging usually in black and white with one eye winking but, I noticed that her most popular eye shadow “The Peach Palette” has a colored set of eyes with both of them wide open. The blushes and the “Kylighters” have the same dripping effect on them as the lip glosses do, in the color of the blush/highlighter you’d be getting. I think Kylie has always had the edgier personality in her family and I believe that’s the message she is trying to convey with her dripping effect.

Social Media Presence & Analysis:


Kylie Cosmetics has its own Instagram, Facebook, and Twitter. All social media profiles are very active. Each one posts pictures, links, and launch dates of new products that are being released and old products that will be re-released.

Kylie Cosmetics Instagram is the most followed of all the social media accounts with 14 million followers. In the bio is a release date of her new Birthday Collection which says releases on August 1st (TONIGHT, if anyone is interested!) at 3pm PST. There is also a link to the website you can purchase all of Kylie’s products at which you can access HERE.The most recent postings of the Kylie Cosmetics Instagram all have to do with the Birthday Collection which I stated above. Almost every post is pink – ranging from lip gloss colors to the packaging Kylie decided to use for this collection. I noticed that for this specific collection, the Kylie Cosmetics Instagram started advertising its products and release date only two weeks ago! They began with releasing just one picture on July 20th with a caption that says “SURPRISE 😛 4 days till the reveal… #KylieTurns20 #Countdown”. The picture is a little snippet of the box the collection will be packaged in with a 20 drawn out in pink glitter. Since then little by little, they advertise more of the collection each day.

Facebook is Kylie Cosmetics second most followed social media account with 3,625,060 followers and 3,624,636 likes. The Facebook page has the signature lips with pink dripping lip gloss as the profile picture. For the header of the page there is a picture of part of her Birthday Collection – a pink bag with white dripping lips on it with lip glosses, eye shadows, and make up brushes inside. In the “About” section of the Facebook, there is an e-mail address for customer service questions and there is also a link to the Kylie Cosmetics website. In my evaluation, I noticed that the most recent post on the account was a video posted today with a caption that reads “Kylie Questions”. I was intrigued to know what questions she would be answering so I decided to give the video a watch. It was a minute long video answering 2 fan questions about no other but the Kylie Birthday Collection. One of the questions in the video Kylie answered was what her inspiration for the collection was. She tells her fans that her inspiration was “a lot of pink!” Kylie states she wanted this collection to be “super girly and very fun”. The rest of the Kylie Cosmetics Facebook shares the same pictures as the Instagram account does, however, it gives the readers more visible information about what the collection will include and also some pricing.

The Twitter account may be the least followed of the social media accounts but that’s not saying too much as the account still has a high count of 569.4K followers. The header of the Twitter page has a pink background with the words “I WANT IT ALL” written in big white/sparkly writing and in smaller writing above and below the “I want it all” reads “THE BIRTHDAY COLLECTION” “LAUNCHING 8.1 AT 3PM PST”. The profile picture on the account is the same as Facebook – Kylie’s signature lips with pink dripping lip gloss. The Twitter account only follows one person – who better than Kylie Jenner’s herself. Along with Facebook and Instagram, the Kylie Cosmetics twitter account right now is all about the Birthday Collection. On the Twitter are the same posts the Facebook account has but with shorter descriptions as twitter only allows a small word count. There are many pictures and videos – each one with over 1,000 likes but as far as retweets, I noticed there are never typically more than 600. For my analysis, dug all the way back to the beginning of this year and found that her most re-tweeted post was a video from 6 days ago – which is just a little snippet of the packaging of her Birthday Collection. I also noticed that the Kylie Cosmetics Twitter has re-tweeted fans/customers and responded back to them also.

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As a whole, Kylie Cosmetics uses social media extremely well. As we all know, social media is a huge part of putting yourself and your business out there. All 3 of her social media profiles have the same branding and show case the products she is selling whether it be a new release of a product or a re-release. Kylie’s digital footprint is huge but, I believe that is because she already had a huge fan base to begin with and she also has a huge family which helps promote her products as well. Kylie uses her own social media accounts to give fans an insight of how product is used and release dates. She is always posting videos of herself on snap chat showing how she herself uses the products each day to do her own make up and she also posts re-lease dates on her own social media accounts as well. Along with her posting, as I said above her family helps her do that too. Her sisters periodically will post Instagram pictures or snap chat videos wearing Kylie’s products or showing off the products to their own fans which helps Kylie’s network grow.

Commendations and Recommendations:


I believe that over all, Kylie is doing GREAT at marketing her “Kylie Cosmetics” line. She targets her audience on each social media account by posting new pictures of products every day, sometimes even more than once or twice a day. She advertises her products on her own social media accounts by showing the viewer’s different ways of applying the make up or fun looks you can do with the make-up. She has her family marketing her product by posting pictures and videos of themselves wearing the make-up. But, the biggest one yet – after all of the posts and videos which brings the buyers in, the product line ends up being nothing short of amazing and has GREAT reviews with a B+ rating on the better business bureau website.

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One thing Kylie may want to do differently is spread more awareness to the company’s Twitter account as it has the lowest amount of followers. I think if she posted in the “About” section of Kylie Cosmetics Facebook account the links to her Twitter and Instagram it may help bring attention and more followers to those accounts. I think Kylie also mentioned her company’s Twitter account more on her own personal social media accounts It would also bring more awareness to it.

I really don’t think Kylie could do much of anything to improve her digital footprint. What works to Kylie’s advantage (besides her money and social status) is her age. She is a 20 year old girl who knows that social media is a big part of marketing in today’s world. She knows her audience, which is a huge part of her success. She has clean images of the products she advertises and she also has a personal brand that is well known in the make-up world. I personally give Kylie an A+ on not only her product but her marketing strategy, also.

For more information on Kylie herself you can visit her Instagram, Facebook, Twitter, & Blog. You can also purchase her Kylie Cosmetics make-up line online only at www.kyliecosmetics.com

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Refrences:


https://www.kyliecosmetics.com/

https://www.bbb.org/santa-barbara/business-reviews/cosmetic-sales-by-internet/kylie-cosmetics-in-oxnard-ca-92016596

https://www.instagram.com/kyliecosmetics/

https://www.facebook.com/kyliecosmetics

http://www.twitter.com/kyliecosmetics

Kim Kardashian West.

The celebrity I decided to write my case study about is Kim Kardashian West. I chose to write about her because she is a celebrity that loves to actively use social media and has a very large fan base on each account she uses. Not only is she a reality TV personnel but she runs many different companies with and without her sisters. Her most recent is a beauty make up line by the name of “KKW Beauty” in which she is selling crème contour kits. Kim has a Facebook page, Twitter page, and an Instagram page. Kim’s Facebook link is www.facebook.com/KimKardashian and she has a total of 30,147,051 likes and 29,198,205 followers. On Twitter, her user name is @KimKardashian. She has 54 million followers but, only follows 106 people. Kim joined Twitter in March of 2009 and has tweeted 23,664 times. Her Instagram user name is the same as the rest, KimKardashian, and she has 101 million followers on Instagram which is the most out of all her accounts. Just like Twitter, she only has a select few people she follows, which is a count of 108. On Instagram, Kim has posted 3,883 pictures and/or videos.

The content on Kim Kardashian West’s Facebook page is mainly promoting her businesses. There is a lot of picture and video posts explaining how to use her new crème contour kit and other posts as to dates when the product will be released. There are also other posts for dates of other items that will be released, such as her collaboration lip gloss kits with her sister Kylie Jenner. When she is not sharing posts with her fans of products and release dates, she shares pictures of her children and family. Her profile picture is one of herself, modeling her new crème contour kit (the caption reads: KKW BEAUTY Crème Contour and Highlight Kit coming 6.21 KKWBEAUTY.COM) and she does not have a cover image. Kim follows only 10 people on her Facebook page and it is all her family sisters, her mother, E!News, and the Keeping Up With The Kardashian Facebook page. Kim does not share much in the “About” tab. She has a link to her website and has a link to her blog, which is actually part of her website, and twitter. She does however share with us one quote which reads “where I’m meant to be…”.

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As I took the time to analyze her Facebook page, I realized that her profile is mostly advertisement for her companies. Above I shared one company Kim Kardashian West owns herself and a collaboration she did with her sister Kylie for lip gloss kits. She also has owns a company with her husband, Kayne West, called “Kids Supply” in which she has shared pictures and videos with her fans of what the kid’s clothes and shoes look like and what sizes they come in, as well as release dates. Kim also owns her own game for cell phones which is called “Kim Kardashian Game” which you can download in the app store, which she shares posts with her fans for that as well. Another business Kim owns for cell phone is an app called “KIMOJI” which is an emoji pack for texts with multiple different pictures. You can also buy merchandise from the KIMOJI business such as cell phone cases, sandals, hats, shirts, ect, which is also promotes on Facebook. When Kim is not promoting all of her businesses she owns, she shares posts with links to her blog. In each post she writes, it almost always will contain a picture of a video and some type of link to access what it is she’s promoting at the time.

I think Kim’s Facebook page is actually very useful for her because she uses it all for advertisement. She shares very little about her private life on there however, she does use Twitter and Instagram for that. One thing I do think she could improve on Facebook is make more of an effort to reach out to fans by following them or answering back to comments. Speaking of comments, she receives a lot of them on each post. The most recent 5 have 540, 110, 603, 114, and 418. The one with the most comments ironically is a picture of her daughter Norths dog. I think that is ironic because out of the other 4 posts it was all promoting her business and the one post about something personal to her has the most comments. I did also notice that most of the comments on her picture are very negative and hateful which is very unfortunate.

On Kim’s Twitter profile, she has the same photo as her Facebook does and no banner. Her bio includes a link to the app store to download her “Kim Kardashian Game”. Her most popular tweets are all written by her. Just like Facebook, she is using Twitter to promote her business. She tweets different pictures and videos of clothing from her and Kayne’s clothing line and pictures of her crème contour kits. However, on Twitter, she posts more photos for fans to get an insight to her life. She tweets photos of her daughters favorite clothing and tweeted a birthday shout out to her niece, Penelope.

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Kim interacts a lot more on Twitter with her fans than she does on Facebook. She re-tweets certain things fans tweet to her and will also write back to them. When Kim tweets back to her fans, it’s always responding back to nice tweets and she is very nice and professional right back. When analyzing her Twitter I never saw her retweet any mean tweets however, I did notice that she only has 5 liked tweets and one of them was a mean one.  I think Kim’s interactions with her fans is great. I think something she could do better though is tone down the promotions.

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Kim’s profile picture on Instagram is the same as her Facebook and Twitter profile. Her bio this time includes a link to her KKW beauty website. I like Kim’s Instagram the best because she shares a lot more personal photos on here than she does anywhere else. She posts a lot of pictures of her family which includes her husband, daughter, son, sisters, mother, brother and many pictures with friends. However, she still does a lot of promoting on Instagram as well just not as much

I think what she does well in this situation is showing the world that she’s not just all about business she does have a real life, too. Something I think she needs to improve on is interacting more with her fans because she doesn’t do so on Instagram. When reading the comments on the most recent 5 pictures, I noticed that in this case it was actually a lot of spam. Here and there when you can get past the spam, there were actually good comments unlike her comments on Facebook. She gets the most likes on her Instagram photos than any of her other social media websites and I noticed that the pictures with the most likes are the ones that include her children or nieces and nephews (guilty of being one of those likes!).

After analyzing all of Kim Kardashians social media profiles, I’ve learned that she is the most successful in interacting with her fans on Twitter. I think that the way Twitter is set up with only allowing people to write 140 characters makes it easier for her to do so unlike Facebook and Instagram where you can write as much as you want. The social media profile Kim has that is most appealing is her Instagram. I think with Instagram, the fact that she can post a single photo or video and reach out to her fan base is huge. Yes, she promotes her businesses on Instagram too but the photos she chooses to post for it are more appealing than seeing them on Facebook and Twitter. All in all, I think that Kim is using all of her social media profiles in the correct way which is – promoting her business and at the same time reaching out to her fans.

A Blog About Love.

Overview-

Danny + Mara | About Love (http://dannyandmara.com/) is a love and relationship blog written by Danny and Mara Kofoed. Their first post was published in 2011. Mara and Danny are long term New Yorkers who throughout each of their lives encountered their share of hardships, divorce, and infertility, which led them directly to each other. They blog about love, relationships, self-worth, divorce, happiness, and anything in between.

Analysis-

Layout:

The general layout of Danny + Mara | About Love is a one-column blog with a header and footer. The tone of the blog uses neutral colors but the vibe is aimed more towards women. The background is white on every page and doesn’t change even when a blog post is written.

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The header is very simple. There is no picture involved, just written words of positioned to the left that read “DANNY + MARA | about love”.

To the right of the header is the main menu that direct the audience to pages such as about, services, and events. Also, there is a link in the main menu that allows you to access different blog postings written by both Danny and Mara. Finally, there is a drop-down menu included which gives you access to social media links such as Instagram, Facebook, Twitter, Pinterest, and E-mail.

The body of the blog is one columned. At the beginning of the blog is a huge picture of Mara and Danny with very large words written to the left of them saying “align with LOVE & thrive in an imperfect life.” Just under that is a section that allows viewers to enter their first name and e-mail to sign up for love experience. It is a free program that includes 10 e-mails, a video class, and a meditation.  Below that is what Mara and Danny’s vision is. They believe that you can experience inner peace and love regardless of a bad day.

In the middle of the main column is Danny and Mara’s featured blogs which include events like one day boot camps about love or even seven-day boot camps that help you reset your mind, body, and soul.  Just below their featured events is a section for their most recent blog, which showcases a large picture to the left of Mara with a little sample of the blog that was written and a link to read more. Under the most recent blog post, you then have their most popular blog postings. It showcases a variety of 3 different pictures with blog titles underneath them. Lastly, at the end of the page you are also able to view Danny and Mara’s love story and read about how they met.

The blog footer has more going on than the header does. It includes the “About Us” with 5 links to pages such as love story and their media. It also includes a “Services” section which includes links to events, coaching, and resources. To the right of the About Us and Services pages are widgets to their social media such as Instagram, Facebook, Twitter, Pinterest, and Email. To the bottom of the main footer is again written “DANNY + MARA | about love” with just under that being the terms and conditions and privacy policy.

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Content-

When I click the first link in the main menu which is “About”, it brings me to a two-columned page. On the right column, it showcases fun facts about Mara first such as her favorite things to do and favorite foods and what she aspires to do. Below Maras fun facts are then Danny’s. His fun facts include where he went to school, his favorite food, and what he aspires to do, also.

The left column, it gives us a short sample as to why Mara and Danny do want to help mentor people on love and how their blog and retreats have helped many of people. Below their introduction, it gives the reader and idea of the 7 different ways Mara and Danny can help. Lastly, is the reason Mara and Danny do what they do. It’s the area of the blog that tells about Maras life and Danny’s life as separate people and then as a whole. When that wraps up, they showcase a picture of the two of them holding hands and has pictures of their three dogs.

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When going to the “Blog” link, it is also a two-columned page. The right side showcases a picture of Mara and Danny, with another area to input your first name and e-mail address to “get the love experience” for free. Underneath that is another section of the social media widgets. Just below the social media widgets is a list of links you can click of different categories of blog postings. The categories range from:

  • Marriage & Dating
  • Love
  • Choosing Happiness
  • Travel
  • Must Reads
  • Updates

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The left column gives a snippet of the blog postings in order starting with most recent. At the top of the blog post is a picture relating to the blog and underneath the picture is the title of the blog, who it was written by and which category the blog post belongs to. The reader can see about half of the first paragraph before asked to click a link that say’s “read more”. Under the “read more link” is access to widgets to click on that will allow you to share the blog on Facebook, Twitter, Pinterest, and e-mail.

I clicked on the “Must Read” link to see what types of blogs people seem to like from Mara and Danny. The first blog post that came up was titled “Tapping Into Your TRUEST Identity” written by Mara with 73 comments. The blog post had 3 pictures included in it, which all 3 were of Mara. The blog post was about finding your true identity and the rest will fall into place. Everyone that commented on the blog post received a response from Mara which is great because sometimes people don’t get the answers or responses their looking for on blogs. Mara really shares her life and put’s it all out there with her readers, which helps a lot of people going through the same struggles in life.

Other blog names that were in the “Must Read” were:

  • A Heart At Peace – with 22 comments
  • One Key To Developing Compassion for the Offender – with 23 comments
  • Is Social Media Infringing Upon Your Worth? – with 27 comments
  • Walking Meditations and Practicing Gratitute – with 30 comments
  • What It’s Like Traveling With Danny – with 44 comments

 

Conclusion-

In this blog, I like the way that Mara and Danny give us insight into their lives and what brought them to the point of blogging and wanting to mentor people in finding self-worth, happiness, and love. They give the reader very helpful tips and tools on how to reach those successes in their lives. However, I think their blog is set up a little sloppy. There is too much going on and the pictures and words are too big.

  • Their main page has too many important features on it but their all smooshed together. It’s hard to find where one ends and the other begins.
  • Danny and Mara’s “About” page was great and loaded with information, however, I do think they should have had their story about each of them and how they met at the top and under that why they do what they do.
  • The “Blog” page is a little bit easier to figure out, which is great for the readers who just want to dig right in. However, I still think their font and pictures are too big and could be toned down.

Otherwise, how Mara and Danny aspire to help people is a great cause and a great reason for a blog. Many people these days do look for help in many of these areas and their blogs are great and include real life stories from both a Man and Woman’s perspective. I believe that their blog and their postings are great and if they made their blog layout a little easier on the eyes they would see great results.

Gilmore Girl for Life.

For me, television is something I find hard to keep my attention on. Until of course, I find a great show and I binge watch it for days at a time – I think we’ve all been there at some point in our lives, right? One show I find myself being able to watch over and over is Gilmore Girls. I used to watch Gilmore Girls when I was growing up and it’s funny because I found myself re-watching the series just last year. No matter how many times I’ve seen an episode, I still find myself just as invested in the characters and glued to the TV as if it’s my first time seeing it.

For someone who has never seen it, the show is about a mother and daughter duo, Lorelai and Rory Gilmore who are fueled by coffee and crazy adventures around their town of Stars Hollow.

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(Pictured above from Left to Right – Lorelai Gilmore and Rory Gilmore)

I think what drags me into this series is the fact Lorelai and Rory are the perfect example of how a mother and daughter should be – best friends. They’re always quirky, making jokes and quoting lines from movies. They talk to each other about anything and everything and no matter what – their talks will always include drinking coffee or eating an insane amount of junk food. The show is very well rounded, too. It has showcased everything from family, friendships, work, and romance. It displays the good and the bad of each situation and is not a television show that you could find yourself thinking “wow this is far-fetched” or “this would never happen in real life”.

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At the end of 2016, Gilmore Girls came out with a Netflix exclusive, four-episode revival series called “A year in the Life”.  You do not know how excited I was days, even months, leading up to the day it was released. I watched every hour and a half long episode within 1 day. I know you’re probably thinking “wow, she’s insane” but SERIOUSLY, HELLO! I waited months for this, re-watching 7 seasons to refresh my memory and being able to pick up where it left off without missing anything. So of course, I HAD to binge watch! And let me just say, it was everything I could have imagined for.

To see the trailer for “A year in the Life” please click HERE

The episodes were categorized as Winter, Spring, Summer, and Fall. Rory, who was an A+ student in high school now finds herself in a downward spiral of being in an affair with an old fling, having no career, and nowhere permanent to call home. Lorelai also finds herself lost, due to the death of her father, her long-term relationship with her boyfriend, Luke, and not knowing where her business is going next. By the end of the series, of course, everything turns around. Rory decides to write a book about her relationship with her mother and Lorelai & Luke FINALLY end up getting married. Let me just say it’s everything that the fans have been waiting for!

As always, Gilmore Girls did everything but disappoint. This revival series was just what fans needed. I could only hope that the producers will decide to come back with another revival series. But for now, you will find me re-watching the series for a 3rd time. I hope my blog post encourages someone out there to watch it, too!

To learn more about Lorelai, Rory and the rest of the Gilmore Girls cast click HERE

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