That celebrities have ventured into the world of beauty products, launching their own cosmetic lines, is an increasingly popular trend. This phenomenon has become a resounding success, competing directly with renowned brands such as Maybelline and L’Oréal. Examples of this include Rare Beauty by actress Selena Gomez, Fenty Beauty by singer Rihanna or Rhode by model Hailey Bieber, whose products are now available in stores in Spain.
However, one of the figures with the most experience in this sector is Kylie Jenner (26), the businesswoman and member of the famous Kardashian family, founded her makeup brand, Kylie Cosmetics, in 2015. The brand offers a wide range of products. , from skincare products like moisturizers and toners to makeup essentials like eyeshadows, blushes, and of course, their flagship product, lipsticks.
Recently, Kylie Jenner has further expanded her makeup line with the launch of the Power Plus Longwear Concealer, a long-lasting concealer – priced at 27.99 euros. What makes this launch especially curious is the way Jenner decided to announce it: through an ASMR (Autonomous Sensory Meridian Response) experience.
ASMR is a sensory experience that has gained popularity in recent years, where people find pleasure and relaxation in response to specific stimuli, such as soft sounds, whispers, slow movements, and gentle touches. In a video published on her social networks, the youngest of the Kardashian clan highlighted: “Today is a very exciting day because it is my first time doing ASMR.”
In the video, Kylie sits in front of the camera with headphones and a microphone held close to her mouth, beginning with a soft whisper of “let’s get started.” Then, she proceeds to unpack the product in a way that she seeks to evoke pleasure in every movement: she plays with the plastic of the packaging, taps the box with her nails and caresses the microphone with the brush that accompanies the concealer, among other sounds. Finally, laughing, she comments, “Actually, it sounds really good.”
While doing ASMR, Jenner shares details about the concealer like how “it’s light and allows my skin to breathe” and that she’s been secretly using it for three years. Plus, she emphasizes that there are 40 shades available so “everyone can enjoy it.” At the end she shows the advertising brochure for the concealer.
What initially started as a complementary makeup brand, focused on lipsticks and lipsticks, has evolved into a full makeup line, including foundations, mascaras, and now, concealers. Kylie Jenner has even launched a baby skincare line called “Baby Kylie.” While it is true, celebrities are increasingly investing more in launching their own beauty products and are looking for a thousand ways to promote them, including making sounds that produce pleasure.
