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HOW KYLIE JENNER BECAME A SOCIAL MEDIA CELEB, ENTREPRENEUR AND MILLENNIAL ICON AT 18

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Much like her older sisters, Kylie Jenner has become much more than her
reality TV personality. When Keeping Up With the Kardashians started airing in
2007, the youngest Jenner was just nine years old. Nine years later, she’s
doubled in age and created her own empire on the social media, fashion and
beauty fronts. Perhaps “King Kylie” has more meaning to it than a
self-professed nickname.
Jenner boasts over 57 million followers on Instagram, her main source of
influence, and is the 7th most-followed user on the app. She’s the
most-followed celebrity on Snapchat as of July 2015, her app is on the top
chart in the App Store’s entertainment category (where subscribers pay
$2.99/month for exclusive content), she’s at the helm of an high-demand lip kit
(ticketed at $15-$45), she runs a joint clothing line with her It-model sister
Kendall (which also has a high-end extension that sells in Neiman Marcus and
Nordstrom) and she recently scored a massive Puma endorsement. Tie that all
together with a few more projects here and there, close ties with other young
A-list celebs and a buzzworthy relationship with rapper Tyga and there you have
it: Kylie Jenner is well on her way to world domination.

It seems fitting then, for Adweek to tap her for the cover of this week’s
Millennial Issue. The magazine picked her brain about her burgeoning cosmetic
business and social media fame and asked experts to dissect what makes her so
successful.
Take a look at what the 18-year-old and the pros have to say about her
success below, then read the full feature in Adweek. Jenner, of course, has
already Instagrammed about it.
From Kylie Jenner:
On how she chooses what brands to work with: “I don’t work with
anything that doesn’t work with my brand.”
On whether she’d start selling the lip kit in stores: “I’ve been
thinking about it. Definitely not in the next year. But if I were to sell in
stores, I don’t know that I would go to a big retailer. I would probably just
do everything on my own. But that is still in discussion.”
On being “flashier” on social media than in real life: “I
think that’s true for a lot of people, actually. You can’t really tell who a
person is from, like, an eight-second Snapchat video or an Instagram. I only
post on Instagram or Snapchat what I want people to see, you know? But there’s
a whole other side to me that people don’t know.”
On dealing with criticism online: “I feel like the more people who
love you, there’s going to be more people who hate you. It doesn’t really
affect me.”
From the experts:
On what makes Kylie different from her sisters: “The Kardashian
sisters are all famous, obviously, but Kylie is the social media native. Giving
fans that access through such a huge variety of social media platforms is
really easy and natural for her.” —MaryLeigh Bliss, chief content officer
at youth research firm YPulse
On why millennials adore her: “She marches to her own drumbeat and
millennials love her for it.” —Jeetendr Sehdev, celebrity branding expert
and USC marketing professor
On why she was perfect pick for Puma: “We wanted to find somebody who
really captured the spirit of the consumers themselves, and we felt that Kylie,
with her lifestyle and the way that she is—stylish, active, dynamic, creative,
entrepreneurial, media-savvy—embodies a lot of the things we think our younger
consumers aspire to.” —Adam Petrick, Puma global director of brand and
marketing
On what makes her relatable: “Kylie is a lens on the culture and a
reflection of what is now, what is relevant at the moment.” —Petrick
Source: harpersbazaar
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