Mar 13, 2018   SOURCE: PR NewsWire

Kylie Cosmetics Fails to Satisfy Millennial Customers, According to TABS Analytics Brand Tracker

Kylie Cosmetics Fails to Satisfy Millennial Customers, According to TABS Analytics Brand Tracker

Recent Research from Syndicated Category Tracker Shows Only 17 Percent of Millennials Were "Very Favorable" to the Brand

SHELTON, Conn., March 13, 2018 /PRNewswire-PRWeb/ -- TABS Analytics today released survey results that show the Kylie Cosmetics(TM) by Kyle Jenner brand is failing to resonate among millennial customers in the US, ranking low on "brand favorability" and "product trial" among 33 cosmetics brands being measured in the firm's recent syndicated Cosmetics Tracker Survey. The brand list contained a mix of brands carried in mass market (e.g. Maybelline, Revlon) and specialty channels (BECCA, Estee Lauder, Kylie Cosmetics.)

"This study offers the first data about the high profile launch of this celebrity cosmetics brand, showing that Kylie Cosmetics has been less than successful at capturing consumer interest, even amongst younger women in the brand's core target market," said study author and TABS CEO, Dr. Kurt Jetta. "Cosmetics is not like fragrances, where a celebrity brand name translates into a larger market share. Based on TABS Analytics' studies, many women are highly involved in this category, with heavy buyers of cosmetics - particularly those ages 18-24 - growing significantly year over year."

Results of the TABS Cosmetics Tracker, which examined 33 cosmetics brands in a survey of 2,000 women ages 18-74, include: 

    --  25 percent of all surveyed women are aware of the Kylie Cosmetics brand,
        spiking to 46 percent among the brand's core target, women ages 18-34.
    --  Among all age groups, however, those that are "very favorable" to the
        Kylie Cosmetics brand is much lower than most of the other brands. Only
        17 percent of women 18-34 who are aware of Kylie Cosmetics indicated
        that they are "very favorable" to the brand, which resulted in it being
        ranked 31 out of the 33 brands examined. Among women of all wages, Kyle
        Cosmetics tied for last, with only 13 percent indicating they were "very
        favorable."
    --  Weak favorability of Kylie Cosmetics seems to have translated into lower
        brand conversion, as only 9 percent of those who indicated they were
        aware of the brand actually purchased it even once, resulting in it
        being ranked 30 out of 33 in this important measure. Conversion was only
        modestly better among younger women, with 11 percent of those aware
        actually being moved to make a purchase. The overall conversion average
        for the 33 brands was 22 percent.
    --  The one piece of good news for the Kylie Cosmetics brand is that repeat
        purchasing was around 40 percent, which is in line with most other niche
        brands. Repeat purchasing is defined as the percentage of women triers
        who bought it three or more times.

TABS Analytics' category survey tracking service is now available for cosmetics and other consumer packaged goods categories.

About TABS Analytics
Operating since 1998, TABS Analytics, based in Shelton, Conn., is a technology-enabled analytics firm. Its mission is to simplify and improve the way analytics are conducted in the consumer products industry. TABS offers cloud-based software analytics and applications solutions, including TABS Insight® and TABS Total Insights(TM), for CPG manufacturers that integrate, harmonize, and analyze sales and marketing data. Additional services include TABS CatMan Advantage(TM), an outsourced category management solution, TABS WorldView(TM), a global business intelligence tool, and TABS Promo Insight(TM), a cloud-based software and consulting service that helps companies measure, plan and optimize trade spending. For more information, please call 203-446-8837, email robertbaldwin (at) tabsanalytics (dot) com or visit http://www.tabsanalytics.com

Contact Information:
Robert Baldwin
Ph: 203-446-8837
robertbaldwin@tabsanalytics.com

SOURCE TABS Analytics