Instagram/@kyliejenner
Kylie Jenner’s most recent post on social media has sparked considerable speculation in the beauty industry, a hint of which was the return of her Kylie Cosmetics brand. The dedication of the post contained by the reality star and businesswoman to her fans was reminiscent of the past and easily produced the gyre of product revival guesswork from the ‘King Kylie’ days. This marketing maneuver has been rewarded with an overwhelming flow of positive reactions from a very active and buzzing community of consumers who are anxiously waiting for the brand to make its next move.
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Kylie was with kyliecosmetics and she wrote, “this ones for you … 🤍 @kyliecosmetics,” it was a very simplistically but very powerfully message. Quite a dedication to her loyal customer base. The visuals accompanying the text have not been described, but just the caption has been enough to create a lake of anticipation. The timing and the way of delivery indicate a well-planned launch that could capitalize on the current trend of Y2K and the mid-2010s nostalgia that is taking pop culture by storm.
The public reaction was swift and very positive, with a multitude of users even stating all-out excitement as the top response to the announcement of the old products’ return. One of the comments that was quickly gaining the most attention was the one begging, ‘Omg pleaseeeeee bring Moon back,’ referring to a legendary nude lipstick from the brand’s early days. Another user echoed the sentiment declaring that, ‘Maliboo was THE BEST NUDE EVER 😍 MY COUSIN AND I WERE OBSESSED WE NEEEED THAT AGAIN.’ The insistence on some particular, faded shades illustrates how deeply and emotionally connected the consumers are to the original Kylie Cosmetics line.
The teaser was very moving. There were several users sharing the stories of their strong emotions, and one of them remarked, ‘Why am I crying 😭,’ another was simply saying, ‘Oh my god. yes so legendary. 😭👑.’ Such a great degree of emotional response is seldom seen in a standard product announcement, and it emphasizes that the brand of Kylie Jenner has been and still is for its customers closely associated with personal memories and a specific spot in culture. The teaser was not merely a brand promotion tactic; rather they used it as a means to connect with the people by recalling a shared memory.
Someone commented with great enthusiasm reflecting the general feeling, ‘KING KYLIE IS BACKKKK 👑🔥,’ which is a reference to the online persona of the Kardashian/ Jenner clan that was so powerful and created during that time. The comeback is definitely not only creating a picture of the re-launch of the products but also an entire return to the very aesthetic and atmosphere of her brand’s original explosive success that has characterized the current movement. Masterfully executed nostalgia seems to be one of the key factors driving this marketing campaign.
Despite the consumers’ excitement, a humorously pointed out the financial reality by one of the followers who commented, ‘WHILE IM BROKE??? IM GLING BROKER,’ which was a playfully exaggerated and misspelled yet typical financial situation that often accompanies a major beauty launch. The follower speaks the truth in that the high demand for these nostalgic products will likely lead to them being sold out very quickly, which has become a hallmark of Kylie Cosmetics since its inception.
The teaser also had a good but playful mix of music and nostalgia, as the people behind the post obviously knew the cow that would give them the best milk, i.e. the customers that easily associated the music with their memory. One of the users commented on the song that was played for the post and said, ‘This song had me in a chokeholddddd 🖤,’ while another simply exclaimed, ‘pleaseeeee the song choice 😭.’ So by the combination of the visual tease and a powerful audio track, this presentation became a multi-sensory throwback, and thus the emotional pull and the experience of sharing among the followers were further increased.
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To think that a single post can raise such an anticipation level speaks volumes about Kylie Jenner’s still powerful presence in the beauty industry. The deliberate Chris-calling to her ‘King Kylie’ period is not merely a smartox core product-moneymaker with easily loyal old customers but also a way to the younger generation that has always been with the brand since its inception. The new beauty community is very much on the alert for the official reveal which will confirm what the nostalgic teases have already hinted at. Kylie Jenner recently declared a prank war on Khloe Kardashian and Kris Jenner and also dropped dessert-inspired hair and body mists. She also celebrated a Kylie Cosmetics milestone with a Beauty Inc award and previously celebrated the Kylie Cosmetics launch at Ulta Beauty.