'Kylie Cosmetics wasted the power of its brand by neglecting customer experience'


Why customer experience should be the cornerstone of brand strategy

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Louise Whitcombe, Head of Customer Engagement at Ogilvy talks to Cosmetics Business about why putting the customer first is just as relevant to today’s Gen-Z consumer as it is to older generations.

"Kylie Lip Kits exploded onto the makeup scene in 2015 as the latest offshoot of the Kardashian-Jenner brand empire.

Legions of Keeping up with the Kardashians fans flocked to purchase the kits after watching Kylie’s public battle with self-esteem, culminating in her denial over her lip fillers.

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Her lips appeared to be at the nexus of her insecurity.


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