Hi all! I am a college student studying Marketing Strategies in the Cosmetics Industry and was wondering if you lovely people could give me some insight! (: * KVD Beauty (formerly KVD Vegan Beauty until yesterday), just completely overhauled their brand, and I was wondering what specifically you don’t like about the brand? * If Kat Von D never had been associated with the brand, and you only have experience with packaging / designs / branding, what specifically don’t you like? * If you could make KVD Beauty your ideal alternative brand, what would it look like? Would you rather have them fine-tune their designs (think NARS instead, but with an edge), or go heavy with the overall “edgy alternative” spikes / black / metal aesthetic? * If you’ve never tried the brand, why? The reputation, the lack of interest, it’s just not your style, your price, or preventing you from buying the brand? Personally, before the scandals, I wasn’t a big fan of some of the formulas, but would love to see what this giant community thinks! getting it would be wonderful them, and thank you all very much for checking my post! (:
1. The fact they won’t change the name… Like KVD is just an acronym for Kat Von D. It’s just a super lazy rebrand and shows they don’t actually think she is that bad because they are openly associating with her branding and her initials.
2. There are lots of issues with the branding (the names lolita and selektion come to mind).
3. I do think there is room in the makeup world for some edgier makeup and edgier package design. I think they could almost go further with their design!
Pros:
1. Their commitment to being vegan/cruelty-free. It’s 2021, more brands need to make this a priority.
2. Whether you like the style or not, the brand aesthetic is identifiable.
Cons:
1. Agree with the lazy rebrand comment. They need to stop trying to make “KVD” work. Come up with a new name and stick with it. Consumers aren’t stupid; we know they’re trying to save their inventory. I think they should come up with a new name, stick with it, and cut their losses.
2. I think they also need to find a new face of the company, innovate some new products, and reclaim their niche in the market.
At this point, I don’t think the brand is going to last to be honest.
A few months ago I bought some of their products and I like them. I have heard that they have had their formula revamped recently. I don’t really care about their image or packaging
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