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Home / Entertainment / Kylie Cosmetics sales drop 14% as shine decreases

Kylie Cosmetics sales drop 14% as shine decreases



The beauty empire of Kylie Jenner could use a makeover.

Kylie Cosmetics, the three-year-old make-up company founded by the youngest member of the Kardashian-Jenner clan, sees a decline in sales as a majority of customers Anyone who has tried it in recent months, according to an explosive new report the post office did not return.

The privately held company, which is reportedly in talks with Coty Inc. to acquire a $ 600 million majority stake, said Rakuten Intelligence said it had lost 14 percent this year by May.

Revenues peaked in November 2016, one year after the launch of the first product, two years later, in November 2018, revenues declined 62 percent. According to Rakuten, who tracked online purchases.

The decline may be a result of Kylie Cosmetics having trouble getting customers loyal, according to Rakuten, which relied on 1

.5 million online purchases.

The Company According to the report, a majority of Kylie Cosmetics' customers – or 60 percent – bought the brand only once between June 2016 and May 2019, when they had purchased directly from the company's website and Ulta.com.

Rakuten, a $ 10 billion subsidiary of Japan-based Japan-based Internet service provider, did not track sales at Ulta Beauty's in-store stores, where the product has been available since November.

"The Kylie Jenner brand is very valuable, but consumer loyalty is a big part of brand value," said Jaimee Minney, senior vice president of Rakuten Intelligence, The Post. "Their brand power gets people in, but the big question is whether they can tie people in."

Indeed, Kylie Cosmetics was a great success the year after its launch, which was also fueled by Jenner's famed pouting fuel excitement for the brand. When Kyshadow kits hit the market in August 2016, they vanished in less than 60 seconds. And in February 2016, when Kylie Cosmetics released three new shades for their lip kits, they were available on eBay, before the sale even ended with a starting price of $ 225 – nearly ten times their original price of $ 29.

21-year-old customers have complained about lousy customer service, missing refund or return policies, order mix-ups, and quality issues related to the products on the Internet, according to a scan from consumer-posted websites, including the Better Business Bureau and Ulta, the only retailer partnering to sell the brand.

"I'll never buy your product again," wrote a self-described first-time buyer, "Angel" March spent $ 250 on merchandise on the BBB website and received only seven of the 12 items ordered. Kylie Costmetics' customer service team did not help with her complaint, she said.

At Ulta.com, the $ 49 Momager kit – named after family matriarch Kris Jenner – recently featured 16 one-star ratings compared to 13 five-star reviews for the combination of eyeshadow and lipstick ,

"Would NOT recommend," wrote Becca of Wisconsin earlier this year. "This was the first range I bought from Kylie, it was such a disappointment, the colors on the lid are different and difficult to mix."

Jenner's lip products, which account for 69 percent of their sales, seem better Rakuten

According to Rakuten

sales of lip products fell only 2.3 percent from 1 June 2016 to 31 May 2019, compared to an industry-wide drop of 5.3 percent in Rakuten lip products [19659002] According to Rakuten, branded and facial make-up sales for the brand have dropped 29 percent over the two-year period ending in May. According to Rakuten, demand for such products has generally increased by 12 percent and 8 percent, respectively.

Kylie Cosmetics declined to comment on this story, but one person told the company n, drew attention to other reports that praised the company's growth.

According to Forbes, sales increased 9 percent in 2018 to an estimated $ 360 million. The company has a value of at least $ 900 million.

Jenner "has already pulled money from the profitable business," said Forbes. This adds to the $ 1.2 million she earned per sponsored Instagram post, according to Hopper HQ.

According to Linda, a DA Davidson analyst, the company's social media have grown 11 percent to 25 million over the past six months, Bolton Wise.

"The growth of social media usually correlates approximately with revenue growth," said Weiser.


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