Want To Double Your Sales? Hire Kylie Jenner
Nip + Fab was the first beauty brand to use Kylie Jenner as a spokesperson. (Photo: Nip + Fab)
When Rodial skincare founder Maria Hatzistefanis started her second brand, Nip + Fab, she already had an extensive database of celebrity supporters. Angelina Jolie, Victoria Beckham, Elle Macpherson, Jennifer Lopez, and Cameron Diaz are said to be avid users of Rodial products, which took off as an alternative to plastic surgery and injections, and are remembered for their unique names like “Snake Serum” and “Dragon’s Blood.” The new brand, which targets a younger demographic and their skin ailments, called for a spokesperson that could help Hatzistefanis tap into a new market. After Kylie Jenner showed her support on Instagram, Hatzistefanis decided to take a chance on the then 17-year-old, who had never fronted a beauty brand before. “It was a risk, but I love her style and I thought she stood out in terms of her beauty, so many girls follow her and want to copy her beauty regime,” Hatzistefanis told the Daily Mail.
The beauty business maven was right, and despite the constant scrutiny Kylie Jenner and the Kardashian clan receive, they have become beauty icons, lending Nip + Fab “a double digit growth since the campaign with [Jenner].” Hatzistefanis’s secret may seem simple: enlist the help of a star, watch numbers rise; but she credits her success to innovation, “I like to be the first with everything I do,” she says. “That’s how we really started making a name for [Rodial], by getting an ingredient that nobody else was using, and then getting attention with the unique names of the products.” None of the products contain ingredients as shocking as the names they’ve garnered, but sap from the Peruvian Croton Lechleri tree is dark red and blood-like, lending its properties to Rodial’s Dragon’s Blood range, and Syn-ake, a dipeptide inspired by the Temple Viper’s venom, is the secret ingredient behind Snake Serum’s effectiveness. Hatzistefanis’s strategy for Nip + Fab is the same, except the product won’t break the bank and is adapted for dark circles instead of wrinkles, and breakouts instead of sagging. But it doesn’t hurt to have Kylie Jenner’s face on it, either.
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