First of all. Not even 19 years old and already the most successful new entrepreneur in the cosmetics industry. Kudos to Kylie Jenner! Every business has its ups and downs and Kylie definitely deserves credit for the way she handled her recent problems with the availability of the KylieLipKits. However, with the introduction of the new Kyshadow and Cream Shadows, Kylie seems to be falling back into her old pattern of bad availability.
Is Kylie Jenner Misleading Her Beauty Fans With Scarcity-Marketing?
At first sight, the launch of the new Kyshadow and Cream Shadows seems to be yet another success story for Kylie Jenner’s cosmetics imperium. Within minutes after the introduction of both products, the entire stock sold out. However, recent discoveries imply the newest additions to the Kylie Cosmetics family aren’t as big of a hit the young entrepreneur would like us to think. What the heck is going on?
So, is Kylie facing manufacturing problems? Or is she deliberately using scarcity as a marketing strategy? Either way, hundreds of thousands of Kylie Cosmetics fans are left disappointed. Again.
KylieLipKit.com has been a loyal and devoted fan of Kylie and her LipKits. Our investigative blog was the first to bring you the news about the introductions of Kyshadow, Kybrow, Kyliner and Kylighter. After the latest additions to Kylie’s cosmetic imperium, we present you the actual sales figures of Kyshadow and the Cream Shadows.
Puzzling stock numbers
Our editors have discovered that during the launch on July 26th, there were less than 3.000 Kyshadow kits available in Kylie's web shop. At the time of the restock of July 29th, there were approximately 7.000 Kyshadow kits for sale.
Much worse was the availability of the Cream Shadows during the introduction of the Birthday Edition. The stock counted a shockingly low number of products: only 500 per shade! According to Kylie, her website was visited by more than 300.000 visitors during the launch. No wonder the Cream Shadows sold out within seconds.
The availability of the Cream Shadows was slightly better during the restock on August 4th, with a total number of 8.500 for both shades.
As for the Birthday Bundles, less than 1.000 were made available…
The big question is: what is going on here? We know that Kylie is never cautious when introducing a new product. When she launched the new LipKits Kristen, Ginger and Maliboo, she made sure not to leave so many fans disappointed. And during the introduction of Kourt K back in March, the stock counted more than 50.000 products!
Bad product management or scarcity-marketing?
Right after the launch of Kyshadow, Kylie posted a message on social media, stating she was overwhelmed by the succes. "I still can't believe my Kyshadow kit sold out in 1 minute!!!", she wrote in her app. Her exact words on Facebook were: "OMGGGGGG my eyeshadow palette sold out in 1 minute!!!!!!!! This is crazy!!! Thank you thank you!!!!!!!!!! I'm sorry to disappoint anyone that couldn't get it. ………."
After the introduction of her Birthday Edition, Kylie posted the following message on social media: “SOLD OUT!!! Wow we had a crazy amount of people on the website today did not expect this! Thank you for all the love it inspires me and motivates me to always do the best I can for you guys and continue to come out with the coolest and best quality makeup!”
This puzzles us. On Snapchat and in videos, Kylie has stated she has been investing precious time in developing Kyshadow and her Birthday Edition. Despite putting in so many hours of hard labour and of course her experience of her other product launches, how can she be so overwhelmed when selling just 3.000 Kyshadows and 2 x 500 Cream Shadows within a minute?
So, why does she react the way she does? Is it a cover up for bad stock policy and poor product management? Or is this a deliberate strategy of scarcity-marketing?
Fans not taken seriously
From the very first beginning, we have been loyal fans. That’s the reason we started this dedicated blog about Kylie and her cosmetic business. This time however, we are getting the feeling we are not taken seriously. And we doubt we are alone in this, with thousands of other fans having expressed their disappointment on social media.
In conclusion, we hope to see Kylie grow to become a star in the cosmetics industry like Helena Rubinstein, Estée Lauder and Coco Chanel. She has the power to do so.
But if it is true she is misleading her fans, she is tearing down her own business. Today, only brands represented by authentic and sincere ambassadors will sustain. Our advice: just be honest. That is real power! If she is experiencing problems with the production of her eyeshadows, why not just postpone their introduction?
Kylie Jenner did not respond
Of course, we have asked Kylie and Kylie Cosmetics to comment on this article before publishing it. Regrettably, neither of them has respondend. Consequently, they didn't seize the opportunity to explain this to us, the fans.