Kylie is one of the world’s most admired personalities with over 270 million followers across her personal and brand social media channels, as well as being one of the most influential voices among beauty consumers globally. Both of her brands, Kylie Cosmetics and Kylie Skin, are two of the fastest-growing and most-engaged beauty brands on social media.

The transaction is also a key milestone in Coty’s ongoing transformation into a more focused and agile company. Coty will have overall responsibility for the portfolio’s development, leveraging its global knowledge and capabilities in R&D, manufacturing, distribution, commercial and go-to-market expertise, as well as its deep understanding of the fragrances, cosmetics and skincare categories. In addition to its responsibilities within the partnership, Coty will act as a licensee for skincare, fragrances, and nail products.

Through the partnership each party will leverage its unique strengths to further build a high growth, digitally native beauty brand.

Pierre Laubies, Coty Chief Executive Officer, added, “We are pleased to welcome Kylie into our organization and family. Combining Kylie’s creative vision and unparalleled consumer interest with Coty’s expertise and leadership in prestige beauty products is an exciting next step in our transformation and will leverage our core strengths around fragrances, cosmetics and skincare, allowing Kylie’s brands to reach their full potential.”

Kylie Jenner commented: “I’m excited to partner with Coty to continue to reach even more fans of Kylie Cosmetics and Kylie Skin around the world. I look forward to continuing the creativity and ingenuity for each collection that consumers have come to expect and engaging with my fans across social media. 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.”

Peter Harf, Chairman of the Board, said, “This new partnership between Kylie and Coty is an exciting step in Coty’s renewed emphasis on its beauty business. Kylie is a modern-day icon, with an incredible sense of the beauty consumer, and we believe in the high potential of building a global beauty brand together.”

Under the terms of the agreement, Coty will acquire a 51% ownership in the partnership for $600M. Coty expects the transaction will be accretive to the net revenue growth of its core fragrance, cosmetics and skin care portfolio by more than 1% p.a. over the next three years. The transaction is expected to be neutral to Coty’s earnings per share (EPS) in year one, and accretive thereafter. The ROIC of the transaction is expected to exceed Coty’s cost of capital by Fiscal 2023. Kylie Cosmetics realized an estimated $177M net revenues for the trailing twelve months (TTM).

The acquisition is expected to close in the third quarter of fiscal year 2020. All beauty categories within the new partnership will continue to be sold through leading luxury beauty retailers as well as owned digital channels.

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Cosmetics mogul, Kylie Jenner has announced she is launching a skincare brand.

Called KylieSkin, the line will include:

• Foaming Face Wash
• Vanilla Milk Toner
• Walnut Face Scrub
• Moisturizer
• Eye Cream
• Vitamin C Serum

Set to launch on May 22nd, Jenner stated on Instagram, “Skin care and makeup go hand in hand and Kylie Skin was something I dreamt up soon after Kylie Cosmetics. I’ve been working on this for what feels like a lifetime so I can’t believe I’m finally announcing! Building my makeup line from the ground up has taught me a lot and I’m so blessed with that knowledge to apply to my brand new company! Birthing a whole new team, manufact­uring, fulfillment, etc. separate from my cosmetics line was challenging but here we are! I got the best of the best for you guys! Everything is cruelty-free, vegan, gluten-free, paraben, sulfate-free and suitable for all skin types. Make sure you follow @kylieskin to stay updated. I’ll be revealing these amazing products very soon! The official launch date is 5/22! Yay!! So much love went into this. It all starts with skin. Stay tuned can’t wait to share.”

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Moderator Christine Philip of Global Glam magazine interviewed a panel of Experts including:

Christine Schott Ledes, Founder of The Beauty Influencers and President of the American Influencer Association

Eldonie Mason, an attorney specializing in entertainment law  at the Mason Law Firm

Parisa Wang, a handbag designer working with influencers around the world

Connie Chi, marketing strategist specializing in influencer branding and marketing at The Chi Group

And a panel of Influencers including:

Tina Lee, Of Leather and Lace, @OfLeatherandLace

Megan Mandell, Honest Twenty One, @HonestTwentyOne

Batsheva Weinstein, Sunnies and Sangria, @SunniesandSangria

Grace Lee, Gracefullee Made, @GraceFulleeMade

TOPICS OF DISCUSSION

BRANDS AND INFLUENCER PARTNERSHIPS

How can influencers gain the trust of a brand?

Influencers can gain the trust of a brand by building a quality, loyal audience of real followers that’s engaged and enthusiastic.  Publish quality content consistently.  Don’t be a diva and act professionally.

What is the best way for brands to get in touch with influencers?

Directly via email or DM.  The email option on must of the platforms is terrible.  Also, because marketers spam the influencers via these platforms, many influencers don’t pay attention to them any longer. Your best bet is to contact them directly.

What is the best way for influencers to get in touch with brands?

Find contact info (usually email) and send a thoughtful communication that spells out your value and why the brand should want to work with you.  Provide creative ideas about what you can do to promote their products and some stats about your audience.

What problems do you most often see in brand / influencer relationships?

Lack of communication about expectations by both sides. I also see brands looking to “control” influencer content and in some cases create it for them – which defeats the purpose of influencer marketing.  Instead, brands should look to cooperate with influencers in order to leverage their creativity and access their authenticity.

Influencers should look to build relationships with brands so they can work with them long term, focus on what really matters: serving their audiences by talking about beauty and makeup.  Instead, too many influencers focus on the money and what they can get out of brands.

What has been the most successful brand / influencer relationship you’ve experienced?

Schott pointed to the introduction she made between Lauren Bush and the UN World Food Programme as still one of the most rewarding and successful collaborations she has ever experienced, FEED Projects.  “What started out as Lauren’s inspiration for a re-useable grocery bag, sold on Amazon for $25, quickly became a hot fashion accessory sold at Bergdorf Goodman for up to $250, and has since grown into a whole line of products sold over the years at Barnes & Noble, Target, Whole Foods, on-line, and now in her own FEED store in Dumbo, which has raised more than $10 million to literally feed hungry children around the globe.”

What are some dos and don’ts for working with brands? 

Ensure the brand’s values align with yours.  Don’t sell out for money as your audience will likely sense it and begin to distrust you.  Realize that a smaller, engaged audience is better than a large, unengaged one.  Have a contract that spells out expectations for the brand as well as you.  Meet your obligations for the brand.  Be sure to specify all sponsored content clearly. 

 THE FUTURE OF THE INFLUENCER INDUSTRY

What do you see as the biggest problem facing the influencer industry?

Confusion and lack of education.  The purpose of influencer marketing is to access your target audience, your ideal consumers by leveraging other people (the influencers) and their content.  Its not about advertising, its about marketing.  See some of my comments above as I’ve already touched up this.

 What are bots and should an Influencer use them?

There are all kinds of bots and not all of them bad.  But when it comes to fake followers and fake engagement, don’t do either. Brands are catching on and starting to say no to working with influencers who have too many fake followers and/or engagement. And if you think they won’t notice, you’re only fooling yourself. 

 How can brands figure out if an influencer is using a bot?

There are some third party tools that can help with this, but it also helps to know what the bots are programmed to do.  Often fake followers don’t have profile pictures and they follow many people but have no followers of their own.  In terms of fake engagement, bots often leave thin comments like “Love this” or “Great post” or “Love your feed.”   Real people ask questions, offer specific observations about the post – bots don’t do that.

 Is using an influencer critical for a brand to grow their sales?

No, there are many ways to drive business, influencer marketing is just one strategy.  However, as a strategy, influencer marketing can get intricately involved in the customer journey where other strategies cannot.  Remember, people like to buy from other people when possible and this is the power of behind the strategy.

What one thing would you like to see change in the Influencer industry?

For brands and influencers to get more educated about the possibilities the strategy has to offer. For brands, its to stop thinking bigger audiences are necessary and to stop throwing money at influencers.

Who are the style or industry icons you most admire and why?

Kylie Jenner of Kylie Cosmetics was noted as just one of the many industry icons most admired. Like her or not, Kylie not only successfully launched a direct-to-consumer line of cosmetics, inspiring thousands of other influencers to do the same, but is now showing that the brick and mortar retail experience is still important by launching the brand in Ulta Stores for the holiday season. She is a clear leader in the influencer industry

What trends do you see coming next in the influencer industry?

The two trends that both Influencers and Experts agreed were important to watch are Influence Marketing and the growing importance of Micro Influencers.

Fashion Mingle is a platform for fashion industry professionals, creating local fashion directories in over 100+ cities nationwide. For more information, please visit: www.fashionmingle.net. 

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Kris x Kylie

Momager Kris Jenner collaborates with daughter, Kylie, on Color Cosmetics Line

launching on Mother’s Day

Momager Kris Jenner has collaborated with daughter, Kylie, on a color cosmetics line launching exclusively on kyliecosmetics.com today, Mother’s Day, May 13th at 3pm PST.

The Kris x Kylie line will include a lip collection with liquid lipstick and lip gloss with velvet and matt finishes; an eye shadow palette; face palette; cream lipstick and lip liner which they believe will appeal to a dual demographic.

The Momager Lip Kollection, which Jenner previewed in her YouTube video, is a set of eight mini Liquid Lipsticks and Lip Glosses which will sell for $42. The shades will be named: That’s Wild, Boss, Middle Finger, Overwhelmed, Too Blessed, This is Everything, Really???, and Driving Me Crazy, which will be familiar to fans. There is also a 12 Pan Pressed Powder Eyeshadow Palette, which will sell for $42 and includes shades called: I Love Myself, Gorgeous, It’s an Emergency, Very Nice, Haters, Vodka Tonic, Payback’s a Bitch, Impressed, 10%, I’m Watching You, Talent, and Does it Come in Black?

There is also a Four Pan Pressed Powder Highlight and Blush Palette which will sell for $48 and include: It’s Snowing Pussy Willows, Money Doesn’t Grow On Trees, Your Sister’s Going to Jail, and I Raised You on Mac N’ Cheese. Single Lip There is also a $17 Crème Lipstick called Give Me a Kiss with matching Lip Liner for $12.

“I am so excited to share this beautiful, beautiful collab I just did with Kylie Cosmetics and my daughter Kylie, and I’ve never been more proud in my life, honestly,” Jenner told viewers on her YouTube. She then introduced fans to everything in her collection, trying-on some of the products on-camera and ending by saying, “and voila! This is the Kris Jenner face.”

Instagram users can follow @KrisJenner and the launch of the Kris x Kylie collaboration  @KylieCosmetics which Kris has taken over temporarily.

To purchase product, goto: www.kyliecosmetics.com

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