MKT601 Contemporary Marketing : Essay Fountain


Topic “Identify and evaluate the social media/digital marketing strategy used by your company(Kylie Cosmetics).” Kylie cosmetics is owned by Kylie Jenner.

The following are the guidelines:

For each presentation, please give a breif introduction only to your chosen company.
Integrate theory and critical analysis skills through practical examples of your chosen company (product/service).
Creativity is encouraged – please include some form of class interaction in your presentation. Please make sure that your presentation is MARKET/COUNTRY specific. For companies, with a wide product mix (i.e. numerous different types of products/product categories, you can choose to make your presentation specific to one product category/product line).

Below provides an OVERVIEW ONLY of key concepts/areas that should be addressed in each presentation. Your presentation should not necessarily be limited to the information below. You are expected to review the lecture notes, text book and relevant journal articles to your allocated week’s topic. Please use some pictures and provide references if you are using content from internet. Thank you.



Identify and evaluate the social media marketing strategy for Kylie Cosmetics


  • The presentation will identify and evaluate the social media marketing strategy used by Kylie cosmetics
  • Kylie Cosmetics Company of America is chosen for this presentation
  • The company provides wide range of cosmetics and beauty products

Company background

  • Kylie Cosmetics was founded in 2015, and the owner of this firm is Kylie Jenner
  • The headquarters of the company is located in Oxnard, California, United States
  • The company provides a full range of makeup goods such as eyeshadow palettes, lipstick, highlighters, concealers, blushes and also accessories
  • Effective social media marketing strategy enables the firm to be successful in the whole America

The theory uses by the firm for social media marketing

  • Several theories have been used by Kylie Cosmetics for their social media marketing strategy
  • Media Ecology Theory is one of the approach used by this cosmetic firms
  • By using this theory, the firm understands the impact of communication and technology on people purchasing behavior
  • For example, Kylie Cosmetics currently uses Media Ecology theory to influence people feeling, perception, value and understanding over the beauty products
  • Information Manipulation Theory of social media marketing has also been used by the firm
  • With the help of this theory, the owner understand the quality, quantity, manner and relation that are needed for producing an effective cosmetic product
  • For example, by following Information Manipulation Theory , the firm in 2018 has expanded its collection of product range to color cosmetics
  • Uses and Gratification Theory is another approach used by this company as a social media marketing strategy
  • The theory helps the firm to understand the specific media content which is essential for attracting consumers

Social media marketing strategy of the firm

  • The American market is selected for this study and to grab the attention of this country people the firm incorporate effective social media marketing strategy
  • One of the marketing strategies of social media used by Kylie Jenner is that she focuses on people’s obsession over makeup products
  • Focusing on the people needs, she made an evident social media posts that can engage and captivate her audience effectively
  • Promoting the products by creating content to the post is another social media marketing strategy of Kylie Cosmetics
  • In every photo of the product range, Kylie provided her personal life view over the good
  • With the help of such marketing strategy the company became successful in grabbing the attention of their audiences
  • Along with this directly communicating with the consumer through social media is also a marketing strategy of this firm

Marketing strategy for one product category

  • For one product category such as lipstick, the marketing strategy of the firm is to use content regarding the selected product
  • Another strategy is to promote the products by comparing the negative impacts with a positive one


  • Appropriate social media marketing strategy has used by the Kylie Cosmetics
  • The strategies help them to grab their consumer attraction
  • Several theories are also used for increasing the people interest in the firm


  • Kylie Cosmetics by Kylie Jenner. (2019). Kylie Cosmetics by Kylie Jenner | Official Website. [online] Available at:[Accessed 11 Oct. 2019].
  • Sconyers, A., 2017. Corporations, Social Media, & Advertising: Deceptive, Profitable, or Just Smart Marketing. J. Corp. L., 43, p.417.

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