Kiko, a succes story
According to Laurence-Anne Parent to the cabinet Agency “Kiko has revolutionized the make up “ KIKO is mostly present in Italy, France, Spain. More than 780 shops in more than 15 countries and 161 shops In France. It’s the second favorite brand behind Sephora in France.
In 2016 , the French turnover was up to 136 032 400 euros. Kiko is one of the three biggest make up companies. So, how has the brand managed to win in the very exclusive beauty sector (makeup)?
A very low price / accessible product
Kiko wants to make beauty affordable to everyone. The average basket is between 15 and 20 euros. The 780 shops are supplied directly by the brand without any intermediate between distribution and production. The prices which are proposed are very low : eye shadows less than 3 euros, lipstick less than 4 euros, foundations less than 15 euros … and some promotions at less than 1.50 euro, the shock of Kiko is there!
A specific shop
The Kiko’s shop was designed by Belfast’s William Street South , the designer of Victoria secret’s store .
In every shop you can test each products one by one. The brand wants also that their consumers can test Kiko’s products in real time. Shops target at young women because they are seen like nightclubs : coming in Kiko shop is like a funny experience. Moreover Rubrasonic is music designer of musical selections played in every KIKO’s stores.
Specific way to communicate
Unlike its competitors , Kiko doesn’t make ads ,but it decided to focus its attention on influencers. That’s why this brand targets women between 18 years old and 44 years old.
More specifically bloggers, Youtubeuses, experts or “KOL” (Key Opinion Leaders). Indeed , its marketing strategy is based on the communication on social networks.
A story of the brand (a family story)
In 1997 , Antonio Percassi’s son created this concept , and gave to the company the name of his actual girl-friend.
Until 2005, the brand was sold only in Milan’s perfumeries.
In 2005, Kiko opened , and there were only Kiko’s products.
Kiko in France
In 2010, the brand came to France to conquer the beauty market. The first french shop is located in Serris in Val d’Europe Mall.
KIKO IN ITALY
Percassi group, a real estate giant, has already opened 280 stores in Italy , it became the first brand of make up.
Commited brand
Unlike many other high beauty brands, Kiko is strictly highly against animal testing.
KIKO is constantly committed to a single objective: to allow all women to treat themselves to the most innovative cosmetics without having to sacrifice their budget.
