The Launch of SKKN By Kim Makeup

SKKN by Kim is releasing makeup today, on the 26th of January and it's been long hoped for by fans of Kim Kardashian. In this video I analyse the launch of said makeup line as a brand extension strategy, or as a product expansion strategy and what that means for her consumer base.
Fashion Channel: / @understitchyt
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[@user-to2mf8ke6e]

Your channel is truly a masterpiece.

[@underskinYT]

Thank you so much

[@tenzin1039]

They definitely need a unique makeup formulation or a star key ingredient in their skincare line to incite brand loyalty-an outstanding product that makes the majority of their mediocre products forgivable. When they first launched the skincare line, I remember thinking the packaging and the brand's aesthetic were very solid, but nothing in terms of active ingredients stood out. Everything they had in the product, you can literally find the same in a drugstore for much cheaper. Regardless, she and her team are definitely improving in terms of marketing her business ventures-especially evident in the clothing line SKIMS. It's about time she has something credible come out of her decade as a 'businesswoman'.

[@underskinYT]

Yeah I agree for sure. Its all good for now to *position* as a brand with longevity, but the proof is in the pudding, and thatll become more apparent over time too

[@melissatranfield4054]

Agreed. SKIMS is actually good, she should focus on that rather than skincare imo.

[@Mitch-Alex]

I always APPRECIATE your NONBIASED analysis' of the KarJenners

[@underskinYT]

Thank you, I try 🤍

[@ashoalcraft4404]

I do like the way she has a unified brand feel, but I think the execution looks cheap instead of timeless and quiet luxury. The photos I've seen of the palette makes it look like Wish packaging.

[@underskinYT]

Honestly, I think that’s because the packaging is so dated, that kind of minimalist style isn’t forwardthinking anymore 🤷

[@ashoalcraft4404]

@@underskinYT She'd have been better off taking her inspiration from Asian beauty brands. Every company that immediately comes to mind that I feel like has quiet luxury packaging is from or inspired by that region. Sulwhasoo, Tatcha, Beauty of Joseon, and Chogongjin come to mind.

[@Unsweetened8618]

​@@ashoalcraft4404I'm glad she's sticking to that beige look....

[@sonorosity]

This channel is so underrated thank u for all this high quality content 👑✨

[@underskinYT]

Thank you so much, that’s such a kind thing to say 💙

[@markjohnson2257]

Your fashion videos are so well researched and informative l am now binge watching all of your beauty content. These are great as well. Any info on Alicia Keys brand? Just curious how it was doing. I remember walking by Ulta and seeing a big sign for her beauty brand. I thought it was odd because she was famous for NOT wearing makeup.

[@amira34]

In all honesty skkn is so boring and overpriced I rather buy glow recipe, the ordinary or even Rhode as they are all more affordable than skkn.❤

[@underskinYT]

I think thats the point tho, its unexciting, its reliable, its sturdy. I understand its not, its just marketing, but its still good for positioning

[@Mamitarococo69]

Rhode ? Oh honey please

[@amira34]

@@Mamitarococo69 I ain't a Hailey fan but I use her brand and I actually like it lol even bought their new cleanser and I am allowed to have an opinion so you can shut up!!

[@Seraphina.Is.]

@@Mamitarococo69her products are fine. People only hate Rhode because they hate Hailey. It’s stupid.

[@Seraphina.Is.]

@@amira34facts. The products are fine

[@kara-me4co]

I just found your channel and I'm obsessed! Are you planning on making a video for R.E.M. Beauty? It's had some mixed reviews for sure. I would LOVE to hear your analysis! Keep up the great and original work!!

[@underskinYT]

Oh I reallllly want to, especially with her new music coming out, I think itd be a good time to do it 🥰

[@marissabelle5]

Her and her team are spot on when it comes to creating products that are on brand for Kim. This will make her hundreds of millions of die hard fans want to purchase the products because it will make them feel connected to Kim in a way... Spot on SKKN! I'm just curious to see what the honest reviews from her customers are gonna be like. 🤔

[@underskinYT]

I don’t know who is part of that marketing team, but I hope they are paid very very well, because it’s excellent, excellent branding excellent marketing, excellent planning. And that’s not something we’ve seen consistently from her so whoever is on the team right now must be very good at their job. That being said, the marketing team probably have no input on the quality whatsoever so, like you, I’m very interested to see what the reviews of the actual product quality will be like

[@Mamitarococo69]

Hii what’s your educational background ? Your videos are top notch 💋😍😍

[@underskinYT]

I have a bachelors in retail marketing, I do also have a masters, but it’s totally unrelated, I’ve kept up with it through the many years since out of pure love and interest and freelance consultancy work obviously

[@angiebarth1292]

This is not my brand but I am a brand loyalist if I use something I will continue to rebuy unless they stop making it and then I will be mad.

[@underskinYT]

I wish I was, Im more of an obsessive, one month vintage Illamasqua is my life’s interest, then Serge Lutens, thenflowerbom perfume. Its a never ending cycle of obsession 💀

[@user-ci2sy5jb2j]

SKKN skincare line is a flop, nothing special about the brand and way too expensive. I think her makeup will do well because nude color palettes are apart of her brand, it’s authentic because known for nude glam. She has a specific niche in the type of makeup she wants to do and the small range of products catches customers attention more. The original KKW beauty packaging was cheap and had half filled products. If she fixes that it has huge potential.

[@underskinYT]

It’s so hard to really tell if it was a flop, or if it was purposefully slow, just because we know they have the money to push the brand if they wanted to, and skin care is such an enormous market with such an enormous profit margin that it would be foolish for them not to. That’s really why in the original video, I said it was in such a limbo, it was in such a confused place, because it is hard to understand from the skincare line alone what their angle is. However, with the addition of make up I think that has become more apparent.

[@user-uh1td8iv1n]

Back then her KKW line already felt bland, monotonous and boring. Now, after 2 years of preparation she manages to launch something even MORE bland and boring.

[@tenzin1039]

She is consistent at the least lol 😂

[@underskinYT]

At least she made a way to market that beige 💀💀

[@Unsweetened8618]

Atleast she sticks to her own color theory... Beige and nude....

[@user-uh1td8iv1n]

@@Unsweetened8618 that's not even her colors. It's Kanye's. Kim's brand was built around his aesthetics.

[@Unsweetened8618]

@@user-uh1td8iv1n And she took and became a billionaire... It fits her... She has her color theory

[@sykorovabarca]

Amazing content. If I could express my wish for some content, I would love to see your take on Byredo, it is definitely onteresting how they came from niche perfumes to makeup and other items. Plus Serge Lutens, i credible legacy brand that looks like did some weird moves in recent years :)

[@underskinYT]

You know, that’s so funny, I was going to do Byredo for the next video, but I don’t know, it just got bumped for KVD. On the other side, I desperately want to do surgery, Luton‘s life story in the future.

[@Chloe-vi5mb]

Unfortunately for me There is absolutely nothing special about skkn whatsoever the product is just meh for me

[@underskinYT]

Nothing special at all, but that seems to be the point

[@Unsweetened8618]

It was smart for her to put her make up brand in, what her establish skincare brand.... That's genius...

[@eloisehh]

love your videos they are so informative and well researched I’ve watched all of them!❤ as you have done quite a few celebrity brands recently could you do a video on the flop of rem beauty by ariana grande

[@underskinYT]

Thank you so much and yes absolutely!! I really want to do REM, such a badly planned brand

[@yahainHotPink]

Thank you for sharing

[@underskinYT]

💙

[@momentswithyahya4239]

$50.00 for 12 dry, crunchy ashy eyeshadow colors. Or you can buy a trash can for $129.00.😂😂

[@underskinYT]

Hahagdveishagahdieh

[@momentswithyahya4239]

@@underskinYT what does this translate to? 🙂🙂

[@abcabcabc2310]

To be fair if the product quality and the packiging quality would be al lot better and if the price would match the product amount the brand it self has a lot of potential in the long run

[@hallo9062]

the most unauthentic, overpriced & ridiculous branding of the decade. the only thing that resembles kim are the dull, lifeless nude colours. a total cash grab

[@underskinYT]

I want to know more about the business *people* behind the brand. Its obviously not Kim and honestly it has the handwriting of the Gredes so I’d be interested to know more

[@delia_watercolors]

😂💯

[@Dannywithlove]

I cannot believe she took all her old concept from KKW beauty and did it again. Recycle I guess😂😂😂

[@underskinYT]

It might be literally the same company, just rebranded. But I think theyve done a pretty solid job at improving from that awful and blatant cash grab

[@Dannywithlove]

@@underskinYT that is true, but tbh imo she should focus solely on skims. We’ve seen this before, it’s nothing new or different. Even her makeup artist Mario has the same shades, same palette. Everything is the same just with another name.

[@Mitch-Alex]

I don't know why she/they felt the need to rebrand after KKW . . . KKW already had an elevated reputation compared to the silly beauty things she used to do in the early years

[@ChoclateGeek]

12:38 How would an influencer marketing work against the unchanging dependable brand image? Wouldn’t influencer demonstration project ‘authenticity’ and ‘relatability’ because to public?

[@underskinYT]

Relatability, probably yes, but not reliability. We have so little trust in influences these days, but it doesn’t come across as authentic.

[@carvitqmilate9244]

I rather buy Wayne Goss, Linda hallbert, Patrick ta, mario, even Jaclyn cosmetics than Kardashian Jenner cosmetics 😂😂

[@underskinYT]

Mario is connected to the KJs no? I knew him to be their makeup artist regularly, so that just made me think that they have a finger in the pie (maybe Ive just assumed this and Im wrong?)

[@carvitqmilate9244]

@@underskinYT I just love the brand from Mario 😅 but when I know his work with Kim K I didn't really like him again😅

[@nichjb]

Could they possibly be becoming more generic leading to affordable?

[@underskinYT]

I think so yes. Itd be interesting if they go that positioning as few celeb brands have so far

[@sonyakinsey4376]

I'm wondering, at this point, who is buying this stuff. I guess these grifters still have their followers, but they've had so many scams, so many flash-in-the-pan products that are at best mediocre, at this point, how do people still hand Kim money? The direction makes sense from a marketing perspective but this market is heavily saturated. I'll stick with my Korean and French pharmacy skin care, thanks.

[@underskinYT]

Youre right that its so heavily saturated. Do you think consumers will be moving over to more formal cosmetics in the future? Something like Pat McGrath thats really and truly based all in expertise

[@Unsweetened8618]

People bashing SKKN makeup. But they let their faves fashion line flop...

[@sashaschiaparelli4536]

Please, enough with the freaking sad beige mom aesthetic!!!

[@underskinYT]

It’s also not particularly my taste, but I understand that it is the most popular visual style right now

[@sashaschiaparelli4536]

@@underskinYT Yeah is still popular, but in my opinion is already in his decline stage. But, Kim Kardashian is the sad beige mom to end all sad beige moms so this is the only life this woman knows 😋

[@underskinYT]

@@sashaschiaparelli4536 I think the trend is very much in the maturity or even late maturity stage as a whole tbh. I mean in fashion it's pretty much at the end now, and beauty and fashion are so heavily related that I think its soon to be dated

[@sashaschiaparelli4536]

@@underskinYT I trust you, you are basicly my marketing dealer. Do you like some celebrity endorsed brand? I just can think of Harry Styles Pleasing, the logo is simple and memorable, the little marble balls in the bottles are fun, the illustrations by Marisol Muro are so lovely weird! :)

[@uschilou]

Literally all I can think when I see her and her products. It just looks so dated now.

[@callateyescucha8860]

This brand its boring and not impressive

[@underskinYT]

Relatable 👁️👅👁️

[@jadedspades]

Cash grab, boring and dry looking. Anyone who spends money on this deserves to lose their money.

[@underskinYT]

I don’t think it’s a cash grab though, it really cannot be without having any hype. It might be for profit, and it might be lucrative, but a cash grab is more flash in the pan than this

[@jadedspades]

@@underskinYT I do love both of your channels and appreciate the insight you bring to beauty and fashion. I just feel the majority of Kardashian ventures are not out of true expertise or passion but simply ventures they hope are profitable. Thank you for your work!

[@underskinYT]

@@jadedspades I dont think theyre profiting off of their own work now though. Their businesses are the ideas of others and they provide the celebrity endorsement for equity

[@DebbyJs]

can she just stick to skims..... the first one flopped

[@underskinYT]

Skims is super interesting, but mostly thanks to the Gredes, the people that conceived the brand

[@Unsweetened8618]

People hating on Kim. But y'all buy her products. While y'all let Ivy Parks flop. It was smart for her to extend her makeup brand, what her establish skincare brand.... She love's brown colors

[@victrola2007]

No thanks

[@underskinYT]

Youll stick to the naked palette?

[@dionneking8]

This is a money grab

[@underskinYT]

Its for profit, definitely. But because its so long burn, I dont think it can be categorised as a money grab

[@EARN-750-DAILY_JOB_FOR_U]

"What seems to us as bitter trials are often blessings in disguise." --Oscar Wilde

[@underskinYT]

Oscar Wilde is the smartest, bravest, most incredible person

[@SusanBSketchy]

I'm so excited you covered the new launch by SKKN. I've been looking forward to hearing your two cents on the brand.

[@underskinYT]

Im glad you thought of me, I hope you enjoyed the video, its nice to be able to speak so thoroughly positively about a brand decision 🥰

[@SusanBSketchy]

@underskinYT I did! I share similar sentiments regarding SKKN's branding but you put it far more eloquently. I definitely get the impression that she wants it to be regarded as a prestige brand. Do you think there are any specific brands Kim is basing her business model and roll-out on, or simply a widely accepted branding rubric that she's following based on her desired brand identity? I also wonder if she plans to keep SKKN in her portfolio or intends to sell it to a larger company like Kylie did with her makeup, but I suppose time will tell with that.