Campaign

Kylie Cosmetics – Pitching a Macro-Influencer

04/25/2017

Tired of being asked which lip product Kylie Jenner, little sister of the Kardashian clan, was using, Kylie decided to create her own. She started with a first duo of liquid lipstick and liner called the “Kylie Lip Kit”. The item received so many enthusiastic responses from her fans that she decided to launch the brand ‘Kylie Cosmetics’ in 2016. Today, the collection, available online internationally, includes 25 lip products but also a new range of face and eyes make-up products.

Macro-Influencer: Estée Lalonde

Estée Lalonde is a 26 years old blogger, born and raised in Canada and who lives now in London, United Kingdom, with her boyfriend Aslan and her greyhound Reggie. Aside from her blog (www.esteelalonde.com), she also makes beauty and lifestyle videos on her YouTube channel.

On September 1st, 2016, Estée launched an inspiring book ‘Bloom – Navigating Life and Style’ about growing into yourself and accepting who you are to succeed in life. Estée doesn’t offer lots of giveaway on her platforms, however she is always confirming her love for lip products in several posts and videos.

Request to Pitch Letter

Hello Estée,

I hope you are having a lovely day in springy London while we are fighting against the last days of freezing Canadian weather (hopefully)!

My name is Amandine and I work at Peonies PR. We are in the process of helping our client Kylie Cosmetics (www.kyliecosmetics.com) to spread awareness around her lipstick range oversea. The shipping and handling charges are now at US$14.95 for all international orders and we will be introducing a more interesting fee (£9.95) for all the UK beauty lovers out there.

I am pretty sure you heard of Kylie Cosmetics products. Although we are a bit surprised that a lipstick lover like you never mentioned any of these items on EsteeLalonde.com or your YouTube channel. Not seduced… yet! We would love for you to test some of the liquid lipsticks and lip liners and maybe provide your honest opinion about the brand with a blogpost giving your favourites and also informing your readers of the new rate for any UK orders.

We want to offer you the possibility to pick 10 shades of your choice to try out and about 10 shades to give away to your readers. We could also send the giveaway prizes directly to the winners if it suits you better. The giveaway could be announced on your blog and then be linked to Instagram? Giving the possibility to a larger group of your followers to know about the giveaway.

Kylie Cosmetics products are not tested on animals (no lipstick for Reggie!) and all shades of The Kylie Lip Kit are vegan.

Please let us know if you would like to collaborate on this campaign and what will be your requirements. Don’t hesitate to contact us if you have any other ideas that you think are more suitable for this campaign.

I would love to chat more about this with you and I am looking forward hearing from you.

Best Regards,

Amandine Bula

International Relations Manager

www.peonies.com

P.S.: Could you pet Reggie for me? I’m totally under his spell, can you tell? Eh!

Pitch

Hello Estée,

Thank you for getting back to us! We are so cheerful to hear that you are interested in collaborating with Peonies PR and Kylie Cosmetics. Although we are still teeth-chattering in the Canadian cold but are gladly accepting some of the rays of the sun you are sending us. Also, thank you for sending all my love to Reggie, I’m sure he is used to all this attention by being an adorable giant ball of cuteness.

  • UK Campaign

To answer your question, the goal of this campaign is to introduce the new shipping and handling charges specially created for the United Kingdom. Any delivery, no weight limit, will cost £9.95. The processing time for orders remains the same for the US and worldwide (3-5 business days) and the international delivery time as well (10-15 business days). The launching day of the new fee is Monday, May 1st, 2017.

  • Your blogpost

For this campaign, we would love if you could publish your blogpost on May 1st. If you want us to proofread your post before publishing it is definitely an option. Although it is not a requirement from us. Regarding the composition, we want to leave you a total freedom for the writing and the visuals. Of course, we would appreciate if you could offer some swatches either by wearing the products or in any other forms. We genuinely think you are quiet an expert in the production of an attractive beauty post.

  • The giveaway

As requested we will first send you the 10 chosen shades. Free of all cost. Then once you tested the colours, pick your 3 favourites, we will create the prizes and wait for the contact information of the winners to send the prizes. In total, 9 products will be allocated to this giveaway. As we agreed, the giveaway will be advertised on your blog and run on Instagram for one week.

We want the rules to be easy for your readers. On your blog, you can ask them to go on your Instagram account, follow @esteelalonde and @kyliecosmetics, like the picture related to the giveaway and leave a comment.

  • Your incentive

Depending on the number of participations during the giveaway, we are whiling to offer you an additional compensation for your collaboration with Peonies PR and Kylie Cosmetics.

participations < 5,000 5,000 10,000 15,000 20,000
Instagram £200 £350 £500 £1000 £1500

Please let us know if you have any other questions!

We look forward to this collaboration. And who knows, we could maybe work again together with Kylie Cosmetics or another brand!

Best Regards,

Amandine Bula

International Relations Manager

www.peonies.com

Campaign

Certainly the U.S. sales are doing well for Kylie Cosmetics. We see lots of bloggers and youtubers talking about her make-up range online. However, it is not common to read non-Americans bloggers raving about Kylie Jenner’s products. This might be related to the shipping and handling charges judged too high oversea.

The idea behind this campaign is to introduce a new shipping fee for UK citizens. The actual fee within the USA is $8.95 and $14.95 for all worldwide order. By introducing a new fee of £9.95 (about $12.18), Kylie Cosmetics is hoping to see an increase in the sales.

The launching day of the new fee is Monday, May 1st, 2017. And it will remain £9.95 in the future.

Target Audience

  • Make-up enthusiast (mainly women)
  • 15 to 30 years
  • Middle and upper class
  • High school student to College/University Degree
  • Urban, small to large city

Peonies PR is hoping to collaborate with 3 UK beauty bloggers with different styles:

The goal with this collaboration is to break the association between the Kardashian clan and Kylie Jenner and show to the UK audience, the products are available to anyone independently of their style.

It’s a one-time campaign. We will analyze the UK revenue during the next months to determine the positive impact on the sales. If we have a good return, Kylie Cosmetics will consider changing the international fee for any international order to $12.95. And therefore, we could reproduce this campaign with other international bloggers to spread awareness about the new fee.

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