Makeovers during Layovers: Kylie Cosmetics Vending Machine and a Kylie x Coty strategic deal
Reality television star and beauty mogul Kylie Jenner unveiled the first-ever Kylie Cosmetic vending machine in Las Vegas. You can find these beauty dispensers at McCarran International Airport. These vending machines are hard to miss emblazoned with Jenner’s massive photo on the side and her logo reinforced in block letters which are practically striking from a mile away. The 22-year old billionaire make-up mogul took to her Instagram on Thursday revealing her cosmetic vending machine saying:
“This makes me so happy. I just launched my first ever @kyliecosmetics vending machines at McCarran International Airport in Las Vegas!! We are in Terminal D by gate D17 and International Terminal E by gate E9! ❤”Kylie Jenner, Instagram
These product-packed beauty kiosks are stocked with Kylie’s signature Lip Kits in just about every shade imaginable, as well as other classic fan favourites. This is definitely a time-killer for all the make-up junkies travelling through LA out there. Whether you’re in dire need of a lifesaver for beauty emergencies or looking for around-the-clock beauty solutions, last-minute gift purchases, cosmetic bag treats, and mini-makeover tools on the go, Kylie Cosmetics vending machines have got you covered!
There’s no word yet on whether Kylie Cosmetics will grow the vending machine launch to other select airports worldwide.
Sephora was the first to kick off the beauty kiosk concept back in 2009. The move was followed by Benefit Cosmetics, which had a sweet message to share with Kylie:
We love the positivity from Benefit Cosmetics. Instead of seeing Kylie as their rival, they offered support with a side of savvy product placement.
Making Make-up Moves
Kylie Jenner is reinforcing her empire bit by bit. She just made a huge business decision selling a staggering 51% stake of her makeup line, Kylie Cosmetics, to Coty Inc. (a beauty conglomerate that owns CoverGirl, Max Factor, Balenciaga, Tiffany & Co., Gucci, and Rimmel London), for $600 million.
Over the years, Kylie Cosmetics has become a household name in the world of makeup. The youngest member of the Kardashian-Jenner Clan launched her beauty line in 2015 with just $29 Kylie Lip Kits (a liquid lipstick with a matching lip pencil). The kits sold out in seconds and then there was no looking back for the young entrepreneur. Jenner built a $900 million fortune in less than 4 years with a revenue stream of $420 million in just the first 18 months.
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Coty Inc. is one of the leading beauty companies in the world, with roughly $9 billion in net revenue. The deal values the name-sake Kylie Jenner beauty line at $1.2 billion. According to both, this deal will enable “global expansion and entry into new beauty categories.”
“This partnership will allow me and my team to stay focused on the creation and development of each product while building the brand into an international beauty powerhouse,” Kylie said in another statement.
How loyal are Kylie’s customers?
According to sources, Kylie Cosmetics will now officially be ‘Kylie Beauty’. But Kylie will continue to be the face of the new beauty empire. Also, the creative design of her products will remain unchanged as well.
Coty hopes that a celebrity-backed beauty line might help their revenue and also reach a younger audience and thus boost their sales. However, NY Post, Page Six and others report that the company’s stock has actually plummeted this year. As Jaimee Minney, senior vice president of Rakuten Intelligence, says “Her brand power brings people in, but the big question is whether it keeps people loyal.” The Kardashian name and Kylie’s social media popularity might draw people in the first time, but it takes something stronger to keep them coming back. In the financially volatile world of cosmetics, only time will tell if Kylie and Coty can build a strong brand together.