The KKW Beauty website focuses on selling Kim Kardashian's cosmetic products, with the mission of showing consumers how easy contouring can be. The target audience appears to be Kim's existing fans. The website keeps things simple with neutral colors and clear product images and prices on the homepage. Clicking a product takes you to an in-depth description and application instructions. Promotional videos provide makeup tutorials to educate viewers. However, the website could better engage users by incorporating social media hashtags and user-generated content like competitor Fenty Beauty.

1. KKW Beauty Digital audit:
an audit of KKWBeauty.com

2. Mission and Vision
 The mission and vision of the company website is unclear as the focus of the
website is mainly on the product and e-commerce. Therefore it may be
presumed that the mission of the company is to sell products. Although, Kim
Kardashian (2017 cited by Perkins 2017), has previously stated that the purpose
of the product is to show the consumer how easy sculpting and contouring
can be, using simple techniques and the right product. Therefore, this may
suggest, that the vision of the company is to produce products which are easy
to use and provide excellent quality for the consumer.

3. Uses and audiences
 The purpose of her website is for purchasing products as KKWBeauty.com is the only
platform in which consumers can purchase KKW products. However, secondary
uses include entertainment and information, through the use of promotional
videos and tutorials with a well-known personality (i.e. her makeup artist Mario)
which informs consumers on how to apply each product. As well as encouraging
users to engage with her brand using social media links and links to sign up to direct
emails.
 There is little information to depict which audiences are being targeted by this website,
as there is little information offered surrounding the KKW Beauty brand, it may be
assumed that the audiences should already be aware of the brand and its
offerings, as well as familiar with Kim Kardashian-West. This suggests that the
target audience for this website are fans and followers of Kim.

4. Brand Identity
 As the brand was launched as an extension of Kim Kardashian-West’s own brand,
the associations of Kim are, also, applied to the brand. KKW Beauty’s branding is
simplistic using neutral tones and nude colours which links to the formula and
uses of their products. Kim Kardashian (2017 cited by Abelman 2017) mentioned
that she wanted the focus of her products to be on skincare rather than a large
colour cosmetics range, she wanted her products to be hybrid between
skincare and makeup, which is clearly presented by the house style and
typography on her website.

5. When entering the website, the
users attention is drawn to the
right hand third of the page which
features a chiselled image of Kim,
promoting the use of the products.
The banner focuses on two images
using the two different contouring
products, one presenting a defined
night-time look and another
presenting a softer day-time look;
again, visually demonstrating the
uses and quality of the products.
Screenshots taken from KKWBeauty.com (KKWBeauty 2017)

6. These products (shown left); Powder Contour & Highlight
Kit, Crème Contour and Highlight Kit and the KKW Crème
Liquid Lipstick collection, are all featured on the landing
page.
The website is simplistic and user friendly, as the landing
page clearly features all products sold by KKW Beauty, an
image of the product as well as their prices, presenting all
KKW’s offerings. Which makes the customer experience of
browsing and purchase, quick and simple.
All information is collated onto one simplistic page, which
encourages users to scroll, and uses complimentary earthy
tones as page breaks. The typography is bold, unique and
compliments the nude tones used elsewhere, giving the site
a unique brand.
Screenshots taken from KKWBeauty.com (KKWBeauty 2017)

7. Product information
 Once clicking on a product from the landing
page, you are automatically redirected to a
page which offers an extensive product
description, stating the uses of each product
within the kit and instructions on how to apply
it. The product weights, names and sizes are
also stated along with additional images to
demonstrate their uses and appearance.
Screenshots taken from KKWBeauty.com (KKWBeauty 2017b)

8. The page header is continued throughout the website and simply states, ‘SIGN UP FOR
EMAIL UPDATES’ which, in my opinion, appears to be an outdated form of
communication. As Kim is renowned for her use of social media and influence within
selfie culture, you’d expect the social media links/buttons to be the focus of the page,
rather than being shifted to the footer. Although the footer is a traditional location for
social media links, the Kardashian brand is built around the digital era. However, it may
be argued that KKW is targeting an older millennial, therefore traditional online based
advertising methods such as direct email may be more successful in targeting this
audience. As Kim’s followers are commonly high-income working women, their daily
activities are more likely to be shaped around using a computer, using email as a
communication tool, rather than using mobile platforms and social media.
Screenshots taken from KKWBeauty.com (KKWBeauty 2017)

9. It would be expected for KKW to incorporate their social media content into their
website. Using hashtags and sharing users photos on the website can encourage
engagement with the brand. KKW, already, often share users photo’s and content on
Twitter, Facebook and Instagram. Although Kim has shared fan photos on her own
personal website, kimkardashianwest.com, she also posts a lot on content on her App.
However, this content is locked if you are not a subscriber and are not paying for the
content. This excludes a huge proportion of her followers from viewing this content;
especially younger followers who may not be able to afford the $2.99 a month
subscription (Fantozzi 2015). The monthly cost of accessing related content may
discourage consumers from engaging or using the brand, as they may believe they have
the right to view associated content after paying between $45 and $52 for KKW
products (KKW Beauty 2017).
Screenshots taken from KKWBeauty.com (KKWBeauty 2017)

10. Benchmarking against Fenty Beauty.
 FentyBeauty.com incorporates their
hashtag used on social media onto their
website. This encourages users and
consumers to engage with the brand and
share their looks with their followers, with
the chance that their photos may be
shared by Fenty Beauty. This is mutually
beneficial for both the consumer and the
organisation, as encouraging users to
share Fenty Beauty looks exposes the
brand to other potential consumers and
increases brand awareness. While for
consumers, exposure by Fenty Beauty
exposes them to more potential followers
across social platforms. Screenshot taken from FentyBeauty.com (Fenty Beauty 2017)

11. KKW dedicates a whole page of their website to promotional videos, with the purpose of being both
entertaining, informative and educational. As the videos feature personalities such as Kim Kardashian-West
and Mario (Kim’s makeup artist). The promotional videos feature upbeat instrumental versions of her
husband’s (Kanye West) songs, which again links the brand back to Kim and solidifies the KKW brand within
Kim Kardashians own associations. The tutorials purpose is to be informative and educational, giving users
insights into how Kim applies her own makeup, which is likely to encourage users to apply their contour kits in
the same manner. The mise-en-scene of each video fits directly with the branding of the overall website, using
a nude house style and models of varying skin tones to compliment the theme.
Screenshots taken from KKWBeauty.com (KKWBeauty 2017c)

12. References:
 Abelman, D., 2017. Kim Kardashian Just Revealed the Difference Between KKW Beauty and Kylie Cosmetics Allure
[online]. 19th September 2017. Available from: https://www.allure.com/story/kim-kardashian-difference-between-
kkw-beauty-kylie-cosmetics [Accessed 09/10/2017].
 Fantozzi, S., 2015. How much do all the Kardashian websites cost? Bustle [online]. 14th September 2015. Available
from: https://www.bustle.com/articles/110416-how-much-do-all-the-kardashians-websites-cost [Accessed
11/10/2017].
 Fenty Beauty, 2017. Fenty Beauty by Rihanna [online]. Fenty Beauty. Available from: https://www.fentybeauty.com/
[Accessed 11/10/2017].
 KKW Beauty, 2017. KKW Beauty [online]. KKW Beauty. Available from: https://kkwbeauty.com/ [Accessed
11/10/2017].
 KKW Beauty, 2017b. Powder & Highlight Contour Kit Medium [online]. KKW Beauty. Available from:
https://kkwbeauty.com/products/powder-contour-and-highlight-kit-medium [Accessed 11/10/2017].
 KKW Beauty, 2017c. Videos [online]. KKW Beauty. Available from: https://kkwbeauty.com/pages/videos [Accessed
11/10/2017].
 Perkins, D., 2017. KIM KARDASHIAN WEST MAKEUP TUTORIAL + NEW KKW PRODUCT REVEAL | DESI PERKINS
[video, online]. Youtube. Available from: https://www.youtube.com/watch?v=gmS7lHVux4U&t=406s [Accessed
11/10/2017].