#Collaboration: How One Brand Is Out-Pacing Kylie Cosmetics


For our frequent readers, you most likely think we have a crush on Rihanna, and well … we do.

But seriously, Rihanna is killing the game. Not the music game, the business game.

On Feb 28th she announced a double drop including her new Fenty beauty products, as well as a new Puma collaboration on March 15th.

This speaks to the power of collaboration and celebrity endorsements. We have seen Kylie Cosmetics rise to a predicted Billion dollar enterprise over the next 5 years, and Rihanna’s brand is set to outpace even that!

So, what does this mean for you?

  1. If you do not have an influencer strategy for 2018, you need to get on it. For some free resources on setting up and measuring your influencer marketing efforts check out Social Media Examiner’s free guide on how to measure and maintain campaigns.
  2. Collaborations are a fantastic way to get your brand in front of new audiences. Reach up and down to collaborate, and have some fun with it (think Jay-Z & Linkin Park).
  3. Trust in the influencer in the content they are creating for their audience. The worst thing you can do is try to dictate to the creator how they should speak to their audience. If you trust them to represent your brand, trust their gut to know what is going to convert best for them.
Written by
John Max is the Marketing Manager at Engine. John has worked across multiple million dollar brands as well as white labeling with Agencies in the US, as well as Australia and New Zealand. With a background in marketing and a passion for eCommerce, John is responsible with sharing Engine with the world.