Single mom, single mother, youngest billionaire, 100 million followers, etc. are keywords that describe Kylie Jenner. Kylie Jenner's rise from celebrity to success as a businesswoman was largely due to her lip surgery. After getting lip filler on her somewhat flat face, she began to receive explosive attention from social media. Then, in 2015, she launched Kylie Cosmetics under her name and achieved great success. She is currently 23 years old. In this post, we will analyze the shopping malls of Kylie Jenner and Jeffree Star, who are considered the hottest celebrities these days.

kyliecosmetics

https://www.kyliecosmetics.com/

Product Composition

• A lipstick line based on matte lipstick.
• Eye related products
• Face related products
• Set products
• Accessories range including brushes, pouches, etc.

Shopping Mall Builder

• Shopify Plus: The enterprise version of Shopify

Site Design

• Use icons created with a flowing effect based on black and white (BI)
• Use large images larger than 600px
• Composing product images using mockups
• Kylie Jenner's imagery is kept to a minimum to keep the focus on the product.

The Shopify app you are using

• Signifyd for Shopify: Payment Filters, Chargeback Recovery App
• Pixel Perfect: Facebook Pixel Management App
• Swym: Wishlist, Restock Notification App
• Klaviyo: Lead Generation, Email Automation App
• JustUno: Pop-up Engagement App
• Octane AI: Facebook Messenger Bot
• YOTPO: Purchase Review App

3rd party apps you are using

• Qubit Deliver: A/B Testing
• Hubspot: Marketing Automation
• New Relic: Measuring Application Performance

Advertising channels in operation

• Google Ads
• Facebook
• Criteo

Payment System

• PayPal Express Checkout
• Amazon Payments
• Afterpay: Card Installment

Kylie Cosmetics operates under one domain, except for the Italian site kyliecosmeticsitalia.com, and ships products worldwide. Currently, the only offline channel is through Ulta Beauty.

The second shop I will introduce is Jeffree Star Cosmetics by YouTube star Jeffree Star. Jeffree Star is a beauty creator known as the man with the best makeup in the world. He used to be a singer, but he was an internet star with a huge fandom since the MySpace days. He is currently a beauty creator and a businessman who launched his own product line. Jeffree Star is 33 years old.

JEFFREE STAR COSMETICS

https://jeffreestarcosmetics.com/

▲ Jeffree Star Cosmetics main image

Product Composition

• Alien Collection: Jeffree Star's unique color-emphasized makeup line
• Eye related products
• Face related products
• Highlighter related product line
• Fashion products related to Jeffree Star
• Accessories range including brushes, pouches, etc.

Shopping Mall Builder

• Shopify Plus: The enterprise version of Shopify

Site Design

• Black and white as the base, with pink as the site point color
• Use large images larger than 600px
• Use Jeffree Star's image as a site banner to convey a strong, unique image.

The Shopify app you are using

• Product Upsell (Bold Upsell - Upsell Smarter): Bold's upselling and cross-selling app
• Mailchimp: Email Automation App

3rd party apps you are using

• Hotjar: Site analytics, heatmaps
• Google Optimize 360: Google Site Optimization Tool

Payment System

• PayPal Express Checkout
• Amazon Pay
• Shopify Payments

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The characteristic of the two shopping malls analyzed is that they are run by the most popular celebrities these days. Since they have already become brands, they do not need separate marketing or promotion channels. In the next post, I will introduce you to the analysis of Shopify shopping malls and marketing channel management.