Social Media Post Analysis
If there is anything we know about Kylie Jenner, it is that she is always negotiating business deals. After the launch and continued success of her makeup line, Kylie Cosmetics, she established Kylie Skin. Kylie Skin was created to complement Kylie Cosmetics with the purpose in mind of having nice skin for the rest of your life. Within the last few years, the skincare industry has seen a boost in sales as well as establishments of new brands, Kylie Skin being one of them. Quartz reporter Sangeeta Singh-Kurt, notes that diving into skincare could be Kylie’s savviest move yet. Sales of skin care products in the US grew by 13% in 2018, hitting $5.6 billion, according to data from market research firm NPD Group. In 2018, Kylie abandoned her online-only model and partnered with Utla for her products to be sold in brick-and-mortar locations. Ulta’s revenue skyrocketed as they could not keep Kylie Lip Kits on the shelf for more than a day. In the post above, Kylie Jenner announces her newest collaboration with Nordstrom and Kylie Skin.
Kylie Jenner shared her excitement with her newest brand partnership on her personal Instagram on August 17, 2020. The announcement notifies her audience that her products are currently available at Nordstrom.com and will be sold in all Nordstrom stores on September 16th. The post has been created a month in advance before the in-store launch date, allowing fans to generate buzz and share their excitement with her. It is no surprise to fans of Kylie Jenner that she had exciting news to relay, especially since it is August. August is Kylie’s birth month and is notorious for creating a birthday line and sharing new projects. Last August, Kylie shared her fragrance partnership with her sister, Kim Kardashian.
The Nordstrom partnership post consisted of a picture of Kylie holding her face moisturizer in front of a Nordstrom store. The photo chosen allows you to assume a partnership between the two brands without reading the caption. As of right now, the post has 1,706,076 likes and 24,595 comments. Kylie Jenner has 192 million followers and on average receives 8 million likes. The post is not generating as many likes as her selfies or pictures of her daughter, Stormi does. However, when she does post on her personal Instagram pictures of her new makeup and skincare products they only receive about 1.5 million likes. When considering that data, her launch post is doing fairly well.
Both Nordstrom and Kylie Skin’s Instagram accounts have been tagged in the picture as well as mentioned in the caption. The caption also includes the hashtag #KylieXNordstrom, allowing users to find information about their partnership easily. The comments underneath the post are a mix between verified profiles and non-verified. Most of the comments provided by non-verified users are asking Kylie to like their comment or show that they were “first” to comment. There are several non-verified users who showed their excitement and congratulated Kylie but they are few and far between. Verified profiles were more of the accounts that commended Kylie for the partnership and showed their support.