THIS NEEDED TO HAPPEN... best & worst makeup rebrands
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- Опубликовано: 8 июн 2024
- The best & worst makeup REBRANDS!
Rise & Fall Playlist: • BRAND DEEP DIVES
The New Look of Makeup Packaging: • EVERYTHING LOOKS THE S...
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WHAT I’M WEARING:
Eyes: Charlotte Tilbury Pillowtalk
Lips: NYX Peekaboo Neutral Lip Liner
Earrings: Kendra Scott
Nails: Olive & June
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AFFILIATE LINKS/CODES:
Ulta Beauty: howl.me/chJCSsxGKic
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Natasha Denona: natashadenona.com/
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Sigma Beauty: www.sigmabeauty.com/KELLYG
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Kokie Cosmetics: www.kokiecosmetics.com/
Code “KELLY25” for 25% off
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TIME STAMPS:
0:00 intro
0:52 worst rebrands
7:51 best rebrands
14:16 decent rebrands
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FAQ:
What is your skin type? Dry, sensitive, acne-prone
What camera do you use? shop-links.co/chBs2JHHBZE
What editing software do you use? Wondershare Filmora
How old are you? 30
For business inquiries: kelly@sparktalentgroup.com
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FTC: Affiliate links are used (may start with magic.ly, rstyle.me, shop-links, or howl.me). If you purchase through these links, I may receive a small commission. This video is not sponsored. All opinions are my own and always will be! 
Хобби
Anything Kardashian is a hard pass for me
They have enough money. They sure AF aren’t getting mine.
Same, purely out of principle and respect for myself ❤
I work at Sephora and yes, customers specifically looking for it refer to it as Lady Gaga's brand. Not quite on the level that women come in looking for"Rihanna" makeup, but they do. And at least in-store, KVD is barely hanging on. I get a few people asking for Kat Von D - literally no one asking for KVD, and it's only people who want to repurchase things they bought when it was Kat Von D. NO one young is interested at all. Without Kat, the brand just doesn't have edgy, creative releases and what they do have is boring. It's a three foot section at the back of our makeup section.
I think the CoverGirl rebrand was one of the most successful ones in recent memory. Before that, their products were just gathering dust on the shelves for the most part.
Revlon has really revived themselves, too.
I think one big reason that Amazon beauty didn’t take off is because there is no brick-and-mortar presence for consumers to see product in person. Also, Ulta and (to a lesser extent) Sephora seem to have a lot of brand loyalty based on their rewards programs and as far as I have seen, amazon can’t compete. Plus I’m often hesitant to purchase beauty products from Amazon because of the large number of third-party sellers on the platform that may be selling counterfeit or old/expired products.
Exactly, with the questionable third party sellers on Amazon.
Very good point. Just last month I bought a Dove deodorant refill that turned out to be a fake, came in a box printed to look just like Dove’s but the product didn’t look anything like the first refill I had bought. Made me really think twice about anything I’m buying from them.
I've had good luck with Amazon makeup products. If you look carefully at the ingredients in makeup, there are a lot of great drugstore and Amazon products.
@@winnersusedrugs I've bought OPI nail polish from Amazon for my daughter and myself with no problems whatsoever.
The branding of skkn is giving district 13 utilitarian jumpsuit vibes from hunger games
you're so right lol
😭
I think one of the best rebranding were from ELF. Their products changed from average to some of the most hyped at affordable prices when they shifted their makeup line. They have one of the greatest changes and boost in visibility, albeit them basically being duping other brands.
It's a NO from me to all products from that family... I refuse to support them, specially when what they create is not unique.
i think Elf sort of had a rebrand. before they had very cheap looking products and not the best quality but not the worst and now most of their products have pretty decent packaging but still affordable and the formula has improved especially their powder products like eyeshadows.
Elf and Milani are great. I have very expensive makeup and drugstore makeup and I can't tell the difference. I'm not going to purchase expensive makeup anymore--well, maybe Charlotte's and Patrick Ta's blushes.
It's funny Clean Beauty is so popular since it isn't a real thing actually
Lol
Thanks for the video!
It’s the Gwyneth Paltrow effect, feels like a cult, where people can’t think for themselves 😂
Should be noted actually that Kat Von D owned the trademark for the name “Kat Von D” so she actually took the rights to use that with her when she left. Underskin did a great video on KVD, which is a lot more nuanced than it seems on the surface, which is really worth a watch!
Shiseido did a rebrand a few years ago, it was much needed I feel even though it's a more classic department store brand. Like people actually talk about their products, the foundations seem well recieved especially!
I think Amazon is so inundated with very bad Chinese private label products that it feels impossible to parse what are "real" brands on there. And even then you cant trust that you're getting a real product. That doesn't matter so much for like a coffee bean grinder but it matters a lot for products you're putting on your skin. I'm not surprised their beauty hasn't taken off as much as it could have.
Exactly!
This!! It would be hard for Amazon to thrive in beauty unless they upped the standards for their other product categories
But $50 for mattes? Hard no. I need some shimmer to even begin to justify. It’s all just soooooooo boring. Hard no on SKKN
Matte browns are amongst the cheapest shadows to make. Shimmers and especially multichromes do cost quite a bit to make but not mattes. Especially brown mattes. The pans are also quite a bit smaller than her KKW palette.
I don’t typically buy celebrity anything. But the haus labs foundation and concealer is some of the best I’ve used! It’s a bit higher in price point I guess but I will wear the concealer and not have to wear foundation. It performs well last all day doesn’t crease!
I might include Makeup Geek as a worst rebrand candidate because she launched the matrix system for eyeshadows, billed as “the only eyeshadows you’ll ever need!” Meaning everyone who bought them would never need to repurchase anything.
And the so-called rebrand is a series of “classes” apparently. 🤷♂️
To be fair, makeup does expire, and people should throw out old makeup and get new ones to avoid skin infections and other health complications that cost $$$ to fix
That is not what she meant at all! Come on! It was just a "tag line" anyway, and don't tell me you took a marketing phrase so literally and seriously. That's not reasonable or logical.
@@JackOllie4 Jeez, it’s not the tag line I’m taking seriously. What I’m saying is she rebranded primarily with eyeshadows and maybe some blushes (which already are things you rarely use up and have to repurchase) by promoting them as a one and done purchase. That WAS the rebrand philosophy…. “Look, you don’t have to buy all this stuff anymore when everything you need is in one place!” She also didn’t offer (to my recollection) foundations, mascaras, brow products, concealers….things people actually DO use up and buy again. So follow the logic through, you buy the Matrix eyeshadow palette and now you have all the colours and shimmers you could want, which is how she sold it. Now you’re likely not a repeat customer, which is kind of key to a brand’s success. Therefore, worst rebrand as I think it’s safe to say it wasn’t successful as MG (the makeup company, not the Academy) is currently out of business.
@@lindsayhoffman2688I think you made an excellent point! I think their prices went up and they couldn't keep with other indie offerings,.especially in the special shade department I.e. multichromes.
Bite beauty will always be the company I associate the idea of a failed rebrand. They entirely shifted the focused of their brand and it killed their company. It’s very funny to me that the Lip Labs are the only part of the company that still exists considering they axed their core lipstick lines in order to focus on a more comprehensive vegan beauty line. Of course branching out into other makeup products likely would have been useful to them in an alternate universe where the rebrand didn’t happen, as a lip focused brand would have been hit particularly hard during the height of Covid. But they shot themselves in the foot when they killed the products that made them successful in the first place to rebrand as just another clean, vegan beauty company.
That palette is not worth $50 hard pass Not a fan of Kylie or her cosmetics
KVD has been successful.. kkw needs to just close. All kartrashian $$ grabs need to just be over 🙄 have not nor will ever buy something from them.
Same they seem so fake
@@jolienvandamme2909well maybe if society hadn’t bullied them for years over their appearances, they wouldn’t seem so fake.
Looks like rare and fenty are one of the only celeb brands that will survive for years to come
I think Haus will last, too
While I dont purchase from the brand, Tarte's rebrand is definitely one to note. They went from this early 2000s "natural/clean" beauty brand to......whatever it is now
I agree, I definitely feel like KVD kinda' fell off the map after some of their viral launches. What have they done recently??
I miss the old Kosas! The Tropic Equinox Blush Duo, the Tinted Face Oil, the 10-Second Eyeshadow in Globe, and their lipstick in Stardust were all holy grails for me. Most of their new products sadly haven't worked for me and I haven't bought anything from them in so long.
i wish they would make a sister brand with the old staples!
Kim made a huge mistake of closing down her initial makeup brand in 2021 just to relaunch something that looks cheap af this year.. also screw anything Kardashian.
your hair is so pretty!!!
I thought the same thing! The color is perfect.
How about elf? They also had their black and white and olastic cheap packaging - also the prices were way lower. Now they have become the most popular dupe brand
I would love you to do a whole video talking about beauty on amazon! Your takes are always so interesting Kelly!
Oooo I agree - super interesting idea! I'd love to hear Kelly's thoughts!
I really like these deep dive type of videos!
Only product that I bought from the Kardashians are Kim's first line of perfumes. Never gave in to their makeup lines because most color cosmetics are easily duped.
Appreciate how thorough and detailed your videos are. It is evident you are well versed, plugged in, and invested in this space. Thank you for your videos!
The Haus lab concealer is really nice. I'm especially impressed by the fact that I haven't needed to set it with powder. I still need to try the foundation though.
Kim K rebrands KKW to an even more boring brand with a higher price tag. I do not have an issue with Kylie or Kim but their products are boring without their usual social media controversy. Same for her skincare.
gurll we need a hair tutorial !!!
These makeup musings videos are so unique to your channel and I love them. Thanks for putting in the time for these!
I love that your passion for beauty extends beyond doing makeup. These deep dives into industry trends, predictions, trademarks, are such a wonderful addition to the beauty social media sphere.
I tried one thing from Haus Labs that I received from Ipsy and it was her risqué brow and lash sparkle topper. I wished this was sold in Sephora stores. I do have one favorite shade from Kylie Cosmetics Lip Kit and its the shade Give Me A Kiss. I liked it so much and now I wished she bought it back
OK I didn’t grow up with Lady Gaga because I’m almost 55, but I have been Gaga obsessed since she emerged. I disagree when you say her original brand was very disconnected with what we’d come to expect from her ie: The Meat Dress. I get it. I really do, but the initial brand was geared towards full glam, but in a stage or costume kind of way. She focused on full glam eyes, lips and a couple of bold blushes an/or highlighters…..(something like that) and let’s not forget the stickers for easy wings and mask application. It was all about the drama!!! It was Gaga, getting ready back stage and not the day to day, Lady Gaga or should I say Stephanie Germanotta, getting ready for church with her mom kind of make-up. She had no foundations, no concealers. It wasn’t practical make-up and the Gaga I’ve always known and loved was/is not what I think about when I think of practical. So when you said it didn’t connect with her, I thought to myself “oh but it did, very much so”….. I wasn’t thrilled about the Amazon deal because I didn’t think she needed them and I didn’t like her supporting them but she’s the entrepreneur and I’m not. I haven’t tried any of her products yet but hope to one day. I don’t use much make up anymore but I have to get myself one or two of her products because I love her and I hear nothing but the best about her rebrand in the reviews.
Kosas’ rebrand was the most disappointing one ever. I CANNOT be the only one who hated it 😭😭
Really? What didn’t you like about it?
It really looks like kid makeup to me - I mean, it makes Florence by Mills look sophisticated. And the tops of the concealers just look dirty to me. Granted, I am definitely not their target demographic - apparently I am 👵 and really like classic packaging.
If I'm paying higher prices for something I'd also rather have beautiful, sophisticated packaging over cutesy packaging. But I'm also not into the cutesy y2k aesthetic coming back around the flower hair clips, the scrunchies. Just not what I'm trying to go for.
Meeeeeee!
@@KellyGooch I really liked the direction of the original packaging. It almost reminded me of Merit in the way of it feeling classy and simple, but less expensive. Almost like the middle of the road between glossier and merit. But after the rebrand, everything just screams YOUNG. And I think because I was familiar with the packaging before, the new packaging sorta comes off as trying too hard but still not quite hitting the mark. The branding/color palette is not as cohesive and the price of products is going up while the packaging looks cheaper and cheaper. The first thing that pops into my mind is their concealer. The yellow splatter packaging is just so ugly to me 😭 and I didn’t buy it because of that.
Wins: Haus, KVD Beauty (not perfect but they're getting there), Cover Girl going CF, Tarte didn't rebrand but they've really improved; same with Elf
Fails: definitely KKW, on the fence about Makeup geek but I'm hoping she relaunches something bigger and better; I really like Marlena
Thank you for the extensive research, thought and analysis you put into your content
I hope haus labs is here because people hated it so much years ago and now it's pretty well loved
kkw, skkms, kylie cosm.. they all look boring to me tbh, have they even added something unseen to the market? and i wonder how safe their formulas are.
IKR
@@tinyprettymoon i am soo happy for you...
@@tinyprettymoon i'm not saying that their formulas are proven unsafe, i don't know actually, these brands don't even exist in my country. happy that your sking got along. but how's your skin type like? personally mine is sensitive and i get allergic sometimes.
@@tinyprettymoon i wasn't i swear 😭😭😭😭... I am genuinely happy for you 🥺🥺
@@tinyprettymoon i think one of the reasons of prejudice is that in the past they shared unhelathy pills (?)( or food supplement i can't really remember) as if they are so healthy and life changing. since then this led me to think that they actually don't care about customer satisfaction and health. anddd pleasee, kim k and the whole family is supporting balenciaga and other stuff. i know we should seperate the art from the artist but i don't think i can do that😕
Kosas most definitely rebranded they went from black and white to what they are now yellow. They’ve changed everything.
Hi Kelly, great video as always! Your videos keep me company, especially during this seemingly never ending winter.
Just out of curiosity: do you plan on filming a Q&A/vlog soon? I don't really watch vlogs but yours, I found they were almost soothing? Very relaxing nonetheless.
Have a great day! ❤
The SKKN lipsticks make me think of the Ravie lipsticks every time I see them. 😂
The ONLY Kar-Jenner brand that has any real effort behind it and I consider to be a serious brand (ei, not just a crash grab), is Skims. She has put effort into that rand but the rest are just whatever for them.
Love your content!
Tbh I am still wondering who is supporting those Kardashian brands... There have been numerous controversies from makeup to clothing and still they thrive... Honestly intriguing. I get that you are a fan but if you buy something and it's not good, will you just buy it because you like the person? Because we know they're struggling financially...
EXACTLY??? I want to have conversations with all their die hard fans and pick their brains on why they are still supporting that family, i seriously dont understand!!
OMG HOOPS!!! 😍
The only celebrity beauty brands I buy from are Fenty and Rare beauty.
If there is quality from a Khardasian brand, that is newsworthy. IMO it’s poor quality, imitative, and a cash grab. I’ve bought nothing from them and I never will.
The K brands aside, I find this rebranding narrative fascinating. Thank you for these deep dives.
I love makeup, it’s my passion, my hobby, and formerly my job. I don’t pay much attention to the drama that goes on in the beauty community because I don’t want that negativity surrounding my love of makeup. I see it though because I’m on social media. Most of the time I get a good laugh and roll my eyes…like Mario or Patrick Ta release a matte palette and the community loses their sh*t over it, but when Kim releases one it’s the most stupid thing a brand could do. I owned many matte palettes before Mario or Patrick released theirs. I would say what Kim released will appeal to a large number of people that use that type of eyeshadow and lip products everyday. I agree she has an opportunity to do something big and unique, and maybe she will, but personally I don’t think it’s a bad idea to start with things a large majority of people would consider buying. I’m not a Kim lover or hater (personally don’t invest my time either way) but from a marketing standpoint I don’t think the first release was a bad idea. KVD has the Good Apple blush and bronzer releasing soon, maybe it’ll be good. KVD tubing mascara is my holy grail and a repurchase for me. Haus Labs did a good rebrand, but I still have my powder/color products from Amazon and love them.
That SKKN palette looks
Just like Makeup by Mario
What blush are you wearing?
You know is good rebranding if Elf starts to dupe your products 😊
Anyone know what happened to NYC brand? They had excellent product, reasonably priced. I stilluse some of it
It's a fine line and at the end, a matter of taste... SKKN looks muddy and dirty. Kosas is too bright for me, looks like kid's makeup. I think packaging wise Merit is doing a great job, love Charlotte Tilbury and many of the old money brand's look, like Dior makeup. Rare Beauty is super chic and pratical for people with weaker hands due to illnesses. Love that Sel thought of that for her products. Ease of use and high quality, sturdy, but still chic packaging is such a selling point for me. And if the outer packaging is reusable and the refills cheaper, that would be a 10/10!
The thing about rare beauty packaging being accessible was just a rumor started by influencers who kept repeating it without verifying. Selena clarified this later.
@@MsDecens oh wow, you're right. I had no idea. Thanks for clarifying! :)
Fenty?
Makeup geek rebranding the eyeshadows was a major flop
Wonderful. I can continue to avoid anything Kardashian/Jenner.👍
❤
💜💙💚
Honestly, while it was obvious that Kim would rebrand and relaunch (she has been randomly mentioning her make up brand since the time she closed KKW), it seems like somewhat bad business decision. Why? Because Kylie Cosmetic when through same rebranding (except of changing the name of the brand) and how did it go? I'm sure that KC isn't completely unprofitable (they still has fans and maybe some people like the formula), but... Is it a popular brand? No. Is it a popular brand among the influencers? Seems like no. And it feels like SKKN will go down the same road - some buzz in the beginning, then almost complete silence.
It's easy nowadays to make a product viral - just send a PR to some tiktok star which lies on the Internet for a living. But with general overexposure of this family and how basic the line is and probably will be (there are millions nude shadow pallets, lipsticks and pencils which even are cheaper and good quality), I don't think this make-up line will reach same success level as KKW did.
I know a lot of people hate the Kardashians so much, and some people genuinely wish actual evil things to happen to that family even though we should be mindful with what type of energies we put out into the world especially if it’s bad energy because the universe could easily switch that up and put it onto us……however, Kim definitely did something right with her original makeup brand because a lot of people loved her lipsticks. I’ve seen people online who despise Kim with a passion, but wanted to try her lipsticks just to see if they were genuinely worth it, and they ended up loving her lipsticks. Now I just wanna remind everyone…..the KarJenner family isn’t forcing us to buy from their brands, nor are they demanding us to and they never have. Nobody from their family or their management teams are knocking on our doors saying that we have to buy their products, and there’s no rule or law stating so. If you hate them and don’t wanna buy from them…..that’s fine, because you’re not being forced to. We all wanna have our opinions about them, call them fake, and make fun of how they look but we also wanna forget that us as social media are the reasons for why they look the way they do. Some of us made fun of Kim’s natural middle eastern features, called her ugly, and said she look like Jafar from Aladdin….some of us called Khloe fat, and then Kylie got bullied online over her lips. Say what you want about them, but we gotta learn to admit that half of us are part of the reason for why they look the way they do, and are the way they are.
I was honestly so sad when Kim had her beautiful nose changed.
I had NO idea KVD had rebranded! I figured it was still Kat von D’s line, and she’d just decided to streamline the name a bit. It does still feel so enmeshed with her identity, they didn’t really do much besides shorten the name.
I’m not at all a fan of celebrity-named brands. They always feel like such a shallow cash grab to me, even if they’re doing well. It’s like branded merch, or something that QVC would sell back in the 90s🤷🏼♀️
Istg, I hope kosas has dropped the letter Å from their products for good bc you don't pronounce it as A, you pronounce it as O :"D Idk, don't use letters that you dont personally use, bc it can change the way you pronounce the brand name lol.
🤍🤍
In my humble opinion; she should’ve kept KKW going. I know she divorced Kanye but she could’ve kept the name going. Kinda like Kimora Lee Simmons. People already loved KKW, SKKN isn’t really winning people over
In all fairness Kim also needed to change the name of her brand and drop the W because she's no longer married to Kanye West
I’m a huge fan of the kardashian family. But alas, I’m trying not to do my damage to my bank account…😢 I so did not know that haus labs is lady Gaga’s brand.😮
Just but essence it’s the same 💀
No thank you
KVD has changed for the worst. As soon as Kat Von D left, everything is boring. And I won't purchase anything from the katrashians.
Do people really believe that Kim Kardashian actually even looked at the products that were sold under her name. She doesn’t have time, she’s so busy having treatments to try and look like a Barbie doll! It’s a joke and I feel sad for people who fall into even thinking about buying their cheap imitation products that are nothing they’ve had anything to do with. This family is nothing but con artists.
I don’t understand why creators have to “copy” names from someone else. I get you might be limited based on what you want to call it, but this feels like Jaclyn all over again.
Everything Kim sells is SUCH A SNOOZE.
If people actually knew what that meat dress symbolizes they wouldn’t be praising gaga so much. I don’t care for her or her brand.
Gaga has always been a queer ally. Why do you oppose her statement against “Don’t ask; Don’t tell” ?
On the contrary, if everyone who wasn't a bigot knew why Gaga wore the meat dress and what it represented, they would praise her more. If I need to give brief information about the meat dress:
In 2010, Lady Gaga brought gay soldiers discharged due to the discriminatory "Don't Ask, Don't Tell" policy to the VMAs and walked the red carpet with them. At the end of the night, before winning the Video of the Year award, she put on her meat dress and went on stage. Meat dress was created by taking the meat from the local butcher, which is not suitable for eating and will be thrown away. So no extra animal was cut for the dress. It was kept in special solutions to eliminate the smell of the meat until the time to wear it in the ceremony. Gaga explained following the awards ceremony that the dress was a statement about one's need to fight for what one believes in, she say: "If we don't stand up for what we believe in and if we don't fight for our rights, pretty soon we're going to have as much rights as the meat on our bones, and I am not a piece of meat." and highlighted her distaste for the US military's don't-ask-don't-tell policy. Her aim was to speak out against this senseless policy, and she succeeded. With the effect of meat dress, the policy came to the fore and a few years later this policy was repealed.
i miss the old kosas 🥲 overall the old elegant clean beauty look seems way more prestigious and individualistic compared to now. now it feels cheap and copy cat
It's funny Clean Beauty is so popular since it isn't a real thing actually
Lol
Thanks for the video!