Cosmetics queen Kylie Jenner has teamed up with The Grinch and they are likely to steal Christmas – with sales of her make-up range.
The beauty mogul, 23, looked stunning posing in a shimmering emerald outfit and red bikini as her Kylie x The Grinch Christmas collection was launched on Thursday.
They will certainly have to sell a lot of lippy to keep up with this Kardashian. Kylie is already worth £526million and her range with Dr Seuss’s ultimately lovable grouch is likely to make her even richer.
Every year in the UK alone, the beauty industry is worth £28billion and the average woman spends £400 on cosmetics.
More than half of sales are determined by brand name and 23 per cent by an influencer’s status.
Fashions change and the beauty brand has taken over from celebrity scents by stars such as Britney Spears or Beyoncé. And A-listers are cashing in on the trend for make-up musts such as nude lip kits and heavily pigmented eyeshadow pallets.
Neil Saunders, of GlobalData’s retail division, said: “People look to celebrities as role models and try to emulate their style through their make-up. Kylie’s Christmas collection will do well because her collections always do.
“She has a very strong fanbase and her cosmetic ranges are held in high regard.” Social media gives the likes of Kylie direct access to adoring fans. Many are youngsters spending hours in their bedrooms, perfecting intricate looks to post online.
Mr Saunders says: “The Grinch is a fun character. Those things capture attention and drive sales. It’s a brand in itself so it’s an interesting one to drop over the holiday season.”
Kylie Cosmetics is thought to have the largest Instagram reach of any cosmetics company, with 25 million followers. In November last year, beauty giant Coty announced it was paying £450million for a 51 per cent stake in the brand.
Kylie, just 10 when she was first on Keeping Up with the Kardashians, which ends next year, used £188,000 of her own money to start the business with 15,000 lip kits – a combination of lipstick and lip liner – that cost £22.
The entire stock sold out online in less than a minute. In February 2016, she relaunched the company as Kylie Cosmetics, with products made in China and California. Sales have been astronomical, with revenues of about £113million in 2019.
Annie Brown, senior consultant at Brand Finance, said salon closures due to Covid-19 have driven demand for home treatment products such as hair dye and nail care.
She said with less clubbing and more people working from home, the casual, no make-up style as opposed to colour cosmetics is the hottest look this season.
She said: “Kylie in particular fits into that colour cosmetics category, so I wouldn’t be surprised if sales have been slow so far this year compared with historic years.”
But she believes such products may make a comeback over the holiday season and be popular as gifts.
She said: “Kylie has teamed up with The Grinch – both confusing and exciting her followers. Some have quipped the partnership is sure to help her steal Christmas.”
Ms Brown said ranges such as singer Rihanna’s Fenty, which launched more than 40 tones for foundation, speak to a wider audience than most cosmetics lines and feel authentic, which resonates with consumers.
But she said Stranger Things star Millie Bobby Brown did not “quite hit the right chord” with her Florence by Mills line as she posted videos showing how to apply the products – without using the products.
PR expert Mark Borkowski said: “Instagram has matured gradually over the past five years, allowing people to develop their own brands – especially the Kardashians.
“There is a story and an authenticity behind their look. It allows people to buy into not only the celebrity lifestyle but also what they wear, and make-up is a huge part of that.”