by Alexa Hanson
You may have heard about the new lip kit that is selling out online within minutes. Kylie Jenner’s matte Lip Kit is the newest beauty product everyone is talking about. It includes one pigmented matte lipstick and one lip liner. With the continuing success of her products, Kylie has been adding new color swatches to her collection, along with lip gloss. Most recently she added metal matte lipsticks just in time for the popular music festival Coachella.
These products are just the latest to come out of the pop phenomenon that is the Kardashian family. Starting in 2007, the Kardashians captured the attention and interest of millions of people worldwide. Since that time, they have been very successful in translating their popularity into commercial successes.
One of the reasons Kylie Jenner’s lip kit is so popular is that the “restocking” creates a sense of exclusivity that excites consumers. About every week, Kylie announces when her products will be in stock on social media or her app. Fans of these lip kits go crazy trying to prepare for this “restock,” reason being that these lipsticks go out of stock within minutes, making them very hard to snag in a short amount of time. Millions of people visit the site as the products restock, crashing the internet numerous times.
When I ordered one of Kylie’s products, I had planned ahead on how to order it. I got onto the site minutes before the time that the lip kits and glosses were going to be restocked. As the clock inched towards that time, I refreshed the site frequently. When the products restocked, I added one lip kit to my cart. I had auto-fill on for my billing and shipping addresses and had copied my credit card number. I was done within two minutes. As I refreshed the site, the products eventually sold out after 16 minutes.
This idea of a “restock” is an effective marketing tool for companies to use, as demonstrated by Kylie Cosmetics. This idea creates a frenzy for these products, making them seem very scarce, and therefore in high demand. Perhaps this trend of marketing through restocks will catch on with other products, considering the success of the lip kits.