03.13.18
TABS Analytics, Shelton, CT, has released survey results that show Kylie Cosmetics by Kylie Jenner is failing to resonate among millennial customers in the US, ranking low on "brand favorability" and "product trial" among 33 cosmetics brands being measured in the firm's recent syndicated Cosmetics Tracker Survey. The brand list contained a mix of brands carried in mass market (e.g. Maybelline, Revlon) and specialty channels (Becca, Estée Lauder, Kylie Cosmetics).
"This study offers the first data about the high-profile launch of this celebrity cosmetics brand, showing that Kylie Cosmetics has been less than successful at capturing consumer interest, even amongst younger women in the brand's core target market," said study author and TABS CEO, Dr. Kurt Jetta. "Cosmetics is not like fragrances, where a celebrity brand name translates into a larger market share. Based on TABS Analytics' studies, many women are highly involved in this category, with heavy buyers of cosmetics – particularly those ages 18-24 – growing significantly year over year."
Results of the TABS Cosmetics Tracker, which examined 33 cosmetics brands in a survey of 2,000 women ages 18-74, include:
The one piece of good news for the Kylie Cosmetics brand, according to TABS, is that repeat purchasing was around 40%, which is in line with most other niche brands. Repeat purchasing is defined as the percentage of women triers who bought it three or more times, found TABS.
"This study offers the first data about the high-profile launch of this celebrity cosmetics brand, showing that Kylie Cosmetics has been less than successful at capturing consumer interest, even amongst younger women in the brand's core target market," said study author and TABS CEO, Dr. Kurt Jetta. "Cosmetics is not like fragrances, where a celebrity brand name translates into a larger market share. Based on TABS Analytics' studies, many women are highly involved in this category, with heavy buyers of cosmetics – particularly those ages 18-24 – growing significantly year over year."
Results of the TABS Cosmetics Tracker, which examined 33 cosmetics brands in a survey of 2,000 women ages 18-74, include:
- 25% of all surveyed women are aware of the Kylie Cosmetics brand, spiking to 46% among the brand's core target, women ages 18-34.
- Among all age groups, however, those that are "very favorable" to the Kylie Cosmetics brand is much lower than most of the other brands. Only 17% of women 18-34 who are aware of Kylie Cosmetics indicated that they are "very favorable" to the brand, which resulted in it being ranked 31 out of the 33 brands examined. Among women of all wages, Kyle Cosmetics tied for last, with only 13% indicating they were "very favorable."
- Weak favorability of Kylie Cosmetics seems to have translated into lower brand conversion, as only 9% of those who indicated they were aware of the brand actually purchased it even once, resulting in it being ranked 30 out of 33 in this important measure. Conversion was only modestly better among younger women, with 11% of those aware actually being moved to make a purchase. The overall conversion average for the 33 brands was 22%.
The one piece of good news for the Kylie Cosmetics brand, according to TABS, is that repeat purchasing was around 40%, which is in line with most other niche brands. Repeat purchasing is defined as the percentage of women triers who bought it three or more times, found TABS.
