{"id":23743,"date":"2024-05-18T16:45:36","date_gmt":"2024-05-18T16:45:36","guid":{"rendered":"https:\/\/carmelcosmetic.wp1.sh\/the-kylie-effect-the-power-of-offline-experiences-for-online-brands\/"},"modified":"2026-10-03T00:34:58","modified_gmt":"2026-10-03T00:34:58","slug":"the-kylie-effect-the-power-of-offline-experiences-for-online-brands","status":"publish","type":"post","link":"https:\/\/carmelcosmeticslabs.com\/en\/the-kylie-effect-the-power-of-offline-experiences-for-online-brands\/","title":{"rendered":"The Kylie Effect: The Power of Offline Experiences for Online Brands"},"content":{"rendered":"\t\t
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A line snakes out of sight down the wide aisles of the Westfield mall in Los Angeles. Crowds of people called in sick and skipped school to be the first to see their favorite cosmetics brand in the flesh. Until that day in December, Kylie Cosmetics<\/a> had never existed outside a website. Shopify would help Kylie Jenner bring her online-only brand to life. Embodying her brand, which is really embodying Kylie Jenner as a person, would teach her a lot about her fans. And it would teach us a lesson about the power of experiences. The Shopify team shares its IRL insights and advice for e-commerce brands of every size.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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From low overheads to the freedom to work whenever and wherever you want, the benefits of running an online business<\/a> are countless. Many merchants operate purely as e-commerce stores, never expanding into a physical location. Never meeting customers in person.<\/p>

It is entirely possible to exist only online and grow into a large business. In fact, that is exactly what the biggest celebrity brand on the internet did.<\/p>

Until late last year, Kylie Jenner\u2019s namesake makeup line launched, then exploded, on a single channel: her own Shopify store. She did not sell wholesale or stock her products in a physical store. To get your hands on a Kylie Cosmetics Lip Kit, you had to buy it straight from the source.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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But even Kylie Jenner, whose brand growth outshines that of other celebrity businesses, recognized the value of a little face-to-face time.<\/p>

In November, Shopify helped Kylie Jenner bring her online-only brand to life, reimagining it in 2D and 3D. Embodying her brand – really, embodying Kylie Jenner as a person – would teach her a lot about her fans.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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And it would teach us a lesson about the power of experiences.<\/p>\n

I admit that before meeting the team, I doubted I could take away anything relevant to the majority of our merchants. “How could a megastar\u2019s success story relate to the experience of an average small business?” I thought. But I was wrong.<\/p>\n

The theme that kept coming up in my conversations was that, whatever the size of the business or its budget, even the simplest human-contact experiences are incredibly valuable for e-commerce brands.<\/p>\n

At the eleventh hour, the Shopify team turned to DIY tricks to finish the job in time for launch day. In the end, it was a clean space, not extravagant, and a model within reach of even the newest brands.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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I asked the team on the ground about their experience building out a major online brand and their advice for other brands looking to do the same:<\/p>