Being the third largest industry in the world, cosmetics are marketed in a number of ways that are constantly changing to best gain the attention of consumers.
Launched by none other than Kylie Jenner herself in November of 2015, Kylie Cosmetics markets it's products to a targeted audience and does a very effective job in doing so. Prior to launching her cosmetics line, Kylie underwent a very noticeable and well talked-about lip enhancing cosmetic surgery at the tender age of 18. However, before coming clean about her procedure she claimed to have undergone no such surgery and instead insisted to fans that it was the work of her favorite lip gloss and lip-liners that she used to over-line her lips with to get a fuller look. After seeing that all of her go-to lip glosses and liners were suddenly sold out and out of sock everywhere she decided to take matters into her own hands and officially launched her very own Lip Kit by Kylie which completely sold out on its only merchant KylieCosmetics.com within the first 30 seconds at a price of $30 USD. From the shipping box to the lipstick itself, all of the cosmetic lines packaging has Kylie's name in big bold letters and the iconic symbol of her lips dripping with different shades from her lipstick line. If the sharp and distinguished packaging didn't already have teenage girls and makeup gurus buying, the hand written thank you note inside each order gave others a reason to get one for themselves.
On the other hand, take an extremely well-known and established designer line of cosmetics like that of Chanel. Although Chanel got started in the fashion industry by founder Coco Chanel over 100 years ago, it seems that its marketing designs are out-dated as well. This being the most comparable of Chanel lip products to the Lip Kit by Kylie, I find it to lack the necessary visual components needed to compete in today's cosmetic industry. While both companies use the contrast of black and white, Kylie Cosmetics incorporates a figure-ground relationship to compare the shade of the lip product against a bare lip, and against a white background. The shipping package and individual lip glosses also display continuity with the black and white drops aligning the top. With Chanel Le Rouge retailing at $37 USD it simply seems more practical to save the $8 and get a hand decorated box dropped off at your doorstep with products containing packaging too visually pleasing to throw away after opening.
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