In the fast-paced world of celebrity brands, Kylie Cosmetics' launch into Target was supposed to be an exciting foray into a major retailer. However it has quickly turned into a masterclass in how not to roll out a product launch. The mismatch between consumer expectations and the actual offerings led to disappointment, as evidenced by the overwhelming backlash on social media.
Target teased the collaboration with a video of their iconic red shopping basket turning pink, with the caption, "A good combo is about to be the BEST combo. Something pink is coming June 9th." Excited fans were invited to guess what the new partnership could be, leading to a flurry of speculation. With over 120K likes and 4,000 comments on the Instagram post, the anticipation was palpable.
Some guessed it could involve brands like Victoria's Secret Pink or Glossier, sending the beauty and retail communities into a frenzy. However, the June 7, 2024 reveal was underwhelming for many. The collaboration was with Kylie Cosmetics, a celebrity brand by Kylie Jenner that has faced its fair share of controversies since its inception and has declined in popularity in recent years. Shoppers expressed their disappointment, likening the announcement to receiving "socks for Christmas."
The ad: Something Pink is coming June 9th.
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The backlash was immediate and vocal. One disgruntled commenter noted, "I feel like I got catfished. I was actually excited for the pink baskets." Another said: "You literally could have just given the pink baskets and it would have been better news than this." Many felt misled by the teaser, expecting something more novel and exciting than collaborating with an established, albeit somewhat contentious, celebrity brand.
The reveal: Kylie Cosmetics
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The product lineup didn’t help matters. Available at Ulta Beauty within Target stores starting June 9, the Kylie Cosmetics range includes seven different makeup items: Creme Lipstick, Tinted Butter Lip Balm, Matte Lipstick, High Gloss, Plumping Gloss, Velvet Liquid Lip Kit, and Matte Liquid Lip Kit. Each product comes in three shades, which wasn't enough to assuage the disappointment.
Others customers commented:
The follow-up ad: @kyliecosmetics has officially landed at #UltaBeautyatTarget
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Target released a new campaign as a second attempt to garner more positive reactions. However, it was met again with dismay.
thelovelygeek "I like how Target is trying again with this post, as if maybe we didn’t quite understand the announcement the first time. Nope, the people were more excited about pink baskets than this."
The sentiment was summed up by a comment hoping for other brands:
"What a letdown, who's even buying Kylie cosmetics in 2024? I was excited for Glossier!"
Kylie Cosmetics has had a mixed reputation in the beauty community. While some praise the unique lipstick colors and powder blushes, others criticize the brand for its poor customer service and less pigmented eyeshadows. This history didn’t help in winning over the already skeptical Target shoppers.
On a Reddit thread titled, 'There was an attempt to: Make Kylie Cosmetics more accessible (by bringing in to target),' customers weigh in, saying:
H3r3c0m3sthasun "I remember back in about 2014, people were going crazy about the brand."
@Jupiterrhapsody' "Kylie Cosmetics is permanently on my “no” list. I have a strong dislike of that family and will not buy anything they sell. While I doubt the brand is going anywhere, I do think that more people have Kardashian/Jenner fatigue."
Interestingly, Target's social media strategy here starkly contrasts with its usually savvy campaigns. Known for harnessing user-generated content and leveraging nostalgia, Target's previous campaigns like "That Target Feeling" have been widely successful. This campaign featured vignettes of shoppers enjoying their retail experiences, tapping into early 2000s nostalgia with a reimagined version of Michelle Branch's "Everywhere."
Additionally, introducing new fashion collabs with niche influencers has lead to excitement from customers such as the Future Collective x Jeneé Naylor. Jeneé Naylor (@jeneenaylor), a trendsetter and content creator with a long-standing connection to Target. After serving as a team lead at her local Target store for 11 years, Jeneé launched her very own collection in-stores.
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However, the mismatch in expectations for the Kylie Cosmetics launch highlights the importance of aligning teasers and actual announcements, especially when dealing with a brand facing public scrutiny. The lesson from this poorly executed launch is clear: brand collaborations must be thoughtfully integrated and communicated to resonate with consumers. While effective in building anticipation, teaser campaigns must deliver on the implied promises to avoid backlash.
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