When the pandemic hit, bridging the gap between brand and buyer became more crucial than ever. The efforts resulted in a new-old strategy called “edutainment”, or a combination of education and entertainment not unlike the days of QVC and TV infomercials. Kylie Cosmetics is the most recent brand to give the strategy a try, and a much-needed face lift.
Kylie Cosmetics left its mark on the beauty world with its lip kits. Now, the brand is revamping its image and its products completely, going so far as wiping its Instagram and shutting down its site. With new, clean, and vegan products, plus a shoppable livestream to kick off the momentous occasion, the brand hopes to return to the spotlight. Kylie Jenner herself hosted the livestream, with shoppable links to products appearing, like magic, as she mentioned them. The madeover makeup brand will hit stores including Ulta and Nordstrom this August.
It’s the first time Kylie Cosmetics has ever used livestream shopping, but likely not the last as consumers become accustomed to blended education and entertainment e-commerce.