Kaleidos Makeup
Brand Strategy
Background:
Kaleidos Makeup is an indie makeup company from China that sells products in China and overseas. Within the first two years of launching the brand, Kaleidos had established itself as a key player in the US, European, and Australian indie makeup market.
Target audience:
Quality-oriented, artistic makeup enthusiasts.
Winning Strategies:
1.) A focus on eyeshadow, because:
Eyeshadow is easily differentiated by product quality.
Eyeshadow is great for producing artistic, eye-catching makeup content.
2.) Leveraging highly-trusted, fast-growing micro-influencers, because:
Micro-influencers have extremely high conversion rates.
Micro-influencers are brand loyal as their channels benefit from brand association.
3.) Collaboration products, because:
They give followers a chance to share a personal experience with their favorite influencer.
They are highly attractive products for other emerging influencers to film with and boost their own engagement rates.
Results:
An annual sales volume of over $2.5 million USD within the first two years.
A marketing ROI of 15:1.