Kylie Cosmetics by Kylie Jenner has had its share of mishaps. From faulty applicators for it's lip colors, packages’ showing up on the doors of costumers with missing products, to complaints to the Better Business Bureau, the company has had some definite rough patches. Through it all, though, the company and Kylie for that matter, have not missed a beat with consumers. The question is, how does Kylie continue to get all of this love despite costly mistakes and what can beauty pros learn from it?
Lesson # 1: Win Customers Over Early
Before Kylie Cosmetics was even born Kylie had already established relationships with her future customers. She was interacting and engaging with them regularly and this helped the brand later when controversy arose. Learn from Kylie and establish a genuine relationship and connection with your customers early on. Become a person that your customers respect as an authority in your area of expertise. Become a person that they turn to and depend on for credible and reliable beauty information and advice. Doing this early will have positive implications down the line and help you quickly win them back should a problem arise.
Lesson #2: Respond Quickly
The team supporting Kylie Cosmetics has learned to respond quickly to glitches. When the mishap happened with its lip applicators Kylie herself released a video on Snapchat addressing how the company planned on correcting the issue and even sent everyone that had received a faulty applicator a new product. The lesson is to fix problems fast. Make corrections based on feedback and give people what they want at the moment they want it. Client surveys are super beneficial in this regard to. What matters most is your ability to respond to concerns and address them quickly. Customers will forgive mistakes when their concerns are acknowledged and immediately fixed.
Lesson #3: Offer Solutions
When empty packages started showing up on the doorsteps of customers Kylie’s fans took to the Better Business Bureau to report what was happening. Eventually we learned lipstick thieves were responsible for the missing contents and the company’s signature packaging lured them in. The team quickly responded and redesigned their packaging making it more difficult for lipstick bandits to get away with the goods.Mishaps will happen and when they do personally reach out to fix it. Respond and resolve issues quickly and thoughtfully. Apologize and show your customers how the problem has been solved.
Since mistakes are inevitable it’s important to know how to protect your professional reputation in the face of negative press. These lessons from Kylie can help us quickly win back the support of unhappy customers and help us maintain a positive reputation in the beauty industry.
Regina Tucker is a long time beauty writer for consumer and professional audiences. She is a licensed esthetician and the Creative Director for CRUMM artisan skincare studio and Beautifullyyoursmetro.com the first lifestyle platform for skin and beauty professionals. Regina has a Master’s of Science degree in Human Resources Development.
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