I really enjoyed this article, I've been thinking about the comparison between Khy and Skims myself. I was eager to see how the Khy brand would develop, but it's seriously fallen short. The whole brand just feels very flat, in turn I really enjoying seeing how the Skims campaigns roll out, no thanks to the creative visionaries they hire. It's been nice to see that evolution of the brand and marketing evolve. I saw Kylie's perfume video you posted below, couldn't agree more, it feels cold, corporate and very detached. And also her latest beverage release? Where to begin? I was so surprised, none of it seemed to hit the mark, neither as an extension of her brand or even as a stand alone brand.
As a consumer in these economically-inflated times, it feels ingenuine when celebs continue starting new brands across a variety of industries, seemingly for the sake of it, and miss the mark because they're spread too thin across their many efforts, cutting corners and not doing things the right way (quality, copying, etc.).
If I compare Khy, and many of the other Kar/Jenner business ventures, to Rhode, there's a drastic difference. Hailey's business-related efforts appear solely focused on Rhode, whereas I could name five different things Kylie is doing (I just saw a new canned bev line??). Hailey's team composed of Lauren Ratner & Co. is well known because they've consistently built and scaled the brand, consumers see their faces, and it gives off a "we're a team" vibe. They've nailed "cool".
For brands like Khy, pivoting towards cool would require shining a stronger light on the experts behind the brand and crediting the team who built the foundation. Pivoting towards cool would require consistent brand interaction and focus from the celeb founder, as opposed to starting something new seemingly at the drop of a hat.
I agree and I think rhode has grown a lot brand-wise since it first launched! And it's definitely bc of the team of people operating it day to day. I'd say Skims has a similar stacked team of operators and creatives behind it. When I looked it up, Khy team is really small which is super normal for her - Kylie Cosmetics ran on like 8 people and a Shopify back in its peak days. But I don't think that's a good strategy for Khy, she should surround herself with more cool creatives and business people!! I'd actually really love to see what they could come up with!
Also when I was researching all the new Kylie brands for this, I came across this deranged video for Cosmic that's supposed to show the experts behind the fragrance. It's so funny to me how corporate and fake it comes off lol: https://www.instagram.com/reel/C4GUs4DxXd0/?igsh=dzluZXg4M2RsbWl3
So corporate-y! It seems like it’s almost trying to be luxury? I think it’s hard to be the face behind many different brands with different vibes too when the delivery isn’t specific. Kylie needs to get Fonzie.la girls on her work stat!
I really enjoyed this article, I've been thinking about the comparison between Khy and Skims myself. I was eager to see how the Khy brand would develop, but it's seriously fallen short. The whole brand just feels very flat, in turn I really enjoying seeing how the Skims campaigns roll out, no thanks to the creative visionaries they hire. It's been nice to see that evolution of the brand and marketing evolve. I saw Kylie's perfume video you posted below, couldn't agree more, it feels cold, corporate and very detached. And also her latest beverage release? Where to begin? I was so surprised, none of it seemed to hit the mark, neither as an extension of her brand or even as a stand alone brand.
Exactly!! The initial momentum was good, the right people were paying attention, and then it fell flat.
Also love this post love that your account is growing 🥰🥰
Omg obsessed with ayana Nicole on Instagram and I really want to try the clarins lip perfector bc of her videos
right!!
As a consumer in these economically-inflated times, it feels ingenuine when celebs continue starting new brands across a variety of industries, seemingly for the sake of it, and miss the mark because they're spread too thin across their many efforts, cutting corners and not doing things the right way (quality, copying, etc.).
If I compare Khy, and many of the other Kar/Jenner business ventures, to Rhode, there's a drastic difference. Hailey's business-related efforts appear solely focused on Rhode, whereas I could name five different things Kylie is doing (I just saw a new canned bev line??). Hailey's team composed of Lauren Ratner & Co. is well known because they've consistently built and scaled the brand, consumers see their faces, and it gives off a "we're a team" vibe. They've nailed "cool".
For brands like Khy, pivoting towards cool would require shining a stronger light on the experts behind the brand and crediting the team who built the foundation. Pivoting towards cool would require consistent brand interaction and focus from the celeb founder, as opposed to starting something new seemingly at the drop of a hat.
I agree and I think rhode has grown a lot brand-wise since it first launched! And it's definitely bc of the team of people operating it day to day. I'd say Skims has a similar stacked team of operators and creatives behind it. When I looked it up, Khy team is really small which is super normal for her - Kylie Cosmetics ran on like 8 people and a Shopify back in its peak days. But I don't think that's a good strategy for Khy, she should surround herself with more cool creatives and business people!! I'd actually really love to see what they could come up with!
Also when I was researching all the new Kylie brands for this, I came across this deranged video for Cosmic that's supposed to show the experts behind the fragrance. It's so funny to me how corporate and fake it comes off lol: https://www.instagram.com/reel/C4GUs4DxXd0/?igsh=dzluZXg4M2RsbWl3
So corporate-y! It seems like it’s almost trying to be luxury? I think it’s hard to be the face behind many different brands with different vibes too when the delivery isn’t specific. Kylie needs to get Fonzie.la girls on her work stat!