Kylie Jenner is failing to pull in the lucrative millennial consumer in the US with her Kylie Cosmetics make-up range, according to new survey by TABS Analytics.
According to data from the survey, which questioned 2,000 women aged between 18-74, the Kylie Cosmetics brand ranked low on ‘brand favorability’ and ‘product trial’ when surveyed against 33 other cosmetic brands in both mass market and specialty channels, such as Maybelline, Revlon, BECCA and Estée Lauder.
Study Author and TABS CEO, Dr. Kurt Jetta, said, “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.
“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.”
Among the women assessed, 25 percent knew of the Kylie Cosmetics brand, which rose to 46 percent amongst the brand’s target audience of 18-34 year olds. However, a more worrying figure was that only 17 percent of that age range indicated that they were ‘very favorable’ to the brand, making the brand rank 31st of the 33 brands examined.
The weak favorability of the brand also created lower brand conversion, with just 9 percent having purchased the brand. However, there was some good news – the repeat purchase rate of the brand came in at 40 percent, more than most of the niche brands surveyed.