When Kylie Jenner founded Kylie Cosmetics in 2015, there was little doubt that it would become a global brand. However, the brand’s growth in just a decade has superseded most expectations, as it quickly became valued at over a billion dollars. One key factor behind the brand’s success is its ability to evolve in response to changing market demands and consumer preferences.
Importantly, the products are not the only ones evolving. The packaging has also been changing. The face of Kylie Cosmetics has been changing subtly as market trends evolve. Now, let’s delve into the connection between packaging innovation and brand growth.
Why is Kylie Cosmetics Packaging Changing?
Change is a constant in life and the primary essence of the beauty industry. Businesses in the sector strive to set trends or follow them soon enough to ensure they maintain relevance. The same can be said for why Kylie Cosmetics’ packaging has been changing over time. Here are some key drivers of the evolution.
Industry Trends
The beauty industry has become saturated with the influx of celebrity-backed products in the past decade. With every new launch, there is almost nothing original to see anymore in terms of products. This is why innovative brands are leveraging packaging to stand apart from the competition. The trend is to find a way to stand out in the sea of pastel-coloured and transparent packaging. Over time, Kylie Cosmetics has succeeded in this.
Consumer Demands
Consumers are the biggest drivers of change in the beauty industry trends. Amidst cluttered cosmetic shelves in stores, a unique design is necessary to catch their eyes and make them buy your products. Kylie Cosmetics understands this and has been changing packaging to respond to the desires of these key stakeholders.
Sustainability Efforts
Another motivation behind the changes in Kylie Cosmetics’ packaging is the increasing demand for sustainability. The company started with notable changes, like the use of recyclable materials and minimal plastic usage. After that came subtler efforts, like a shift to softer tones, which was right on brand for the theme of sustainability in beauty.
Relation Between Packaging and Brand Identity
Focusing on why and how packaging is evolving alone might not give you a full picture of the process until this point. A better choice would be to examine how packaging contributes to the brand’s visual identity. There are two main drivers of this shift.
Relevance
Competition between cosmetics brands, especially ones backed by celebrities, has become a battle for relevance on a large scale. The impact is felt not just through the revenue from the products but also through the reputation of the person behind the brand. This reality motivates Kylie Cosmetics to keep changing its face and remain among the most preferred brands.
Appeal
The appeal is a great deal for cosmetics brands, especially in the ever-increasing competition in the industry. There is hardly much difference in the quality of products, especially among high-end brands. Therefore, packaging becomes a suitable spot for brands to win customers’ loyalty and increase their appeal to their target audience.
Changes in Kylie Cosmetics Visual Identity
Kylie Cosmetics’ visual identity has evolved significantly over the past decade. While some changes are huge and noticeable as soon as they are implemented, others are subtle and often require some attention to realize. With that said, let’s examine some packaging trends that have defined this evolution.
Minimalism
Minimalism was the theme when Kylie Cosmetics first launched. The now-iconic Lip Kits had a popping design that grabbed attention even with the black-and-white boxes. The imagery of dripping lips appealed to younger buyers who find minimalist packaging trendy. That style lasted for the first two to three years of the brand’s existence, after which it shifted to something else.
Bold Aesthetics
Between 2017 and 2019, Kylie Cosmetics experimented with bold designs and playful themes in their packaging. This was a fitting move for their new product lines, which included eyeshadows, blushes, and highlighters. The eye-catching colors and fonts made the products stand out to customers, and the themed collections were a hit.
It was a time when cosmetic branding was taken to the next level, with special collaborations featuring unique designs, such as glittering finishes, holographic effects, and pastel tones. The packaging looked like something you would want to keep forever. It was a collector’s dream era.
Limited-Edition Collections
One of the most notable leaps Kylie Cosmetics made was moving from the sustainability themes of the COVID-19 years to the luxurious era that immediately succeeded them. The brand’s products were denoted by luxury, including limited-edition packaging, premium materials, and customizable options.
The limited-edition packaging was used to reel in people coming from post-COVID periods with an abundance of disposable income. They could enjoy features like personalized packaging, making collectors feel more interested and driving sales.
Conclusion
The evolution of Kylie Cosmetics is a textbook example of how packaging can impact a brand’s image and market position. It shows how having good products and a big name might not be enough to ensure longevity in the competitive beauty industry. Instead, brands must leverage other areas, such as packaging.