In L2’s series of Beauty studies, LVMH is the only enterprise that accelerates through the ranks year after year. Kendo – which serves as the LVMH accelerator for emerging brands and is located in the same building as beauty innovator Sephora – is largely responsible for this movement. Just this year, Ole Henriksen’s Digital IQ jumped 29% and raised the score of the enterprise by 5%.
We’ll take a look at some of Kendo’s most buzzy brands.
Kat Von D: Seventy-one percent of influencers believe their authenticity is what keeps users coming back, and Kat Von D’s success is no exception. Her monologue-style YouTube videos garner over a million views, and engagement – where many paid posts struggle despite high view counts – is eight times the average brand. What makes Kat Von D’s YouTube content resonate with viewers is her uncensored personality and opinions, a successful cocktail no parent company should alter.
Marc Jacobs: Beauty products launched by fashion brands run the risk of completely relying on their parent brand, or not leveraging the parent brand enough. Marc Jacobs Beauty found the sweet spot in between those extremes with a site relaunch in early 2016. Paying homage to the founder’s fashion roots, gallery pages hosted animations resembling fashion sketches. For example, animated sketches on the mascara gallery page show a sweeping gesture of a mascara brush thickening lashes, letting shoppers identify the benefits of the formula (e.g. volumizing, thickening) with a glance. These new features have boosted the Marc Jacobs Beauty Digital IQ by 19 percentage points year-over-year.
Similar to the Kat Von D brand, also operated by Kendo, the brand leverages the founder’s larger-than-life identity. Every product page features “Marc’s Inspiration” with a quote from the designer about the inspiration behind the product’s texture or shade.
Ole Henriksen: Digital IQ for this brand jumped 24% this year due to the brand launching a mobile site and investing in mobile advertising. The digital know-how of enterprise has been passed on to the brand, helping it improve its digital offerings.
Overall, Kendo brands succeed and experience rapid growth due to their independence (they operate separately from the LVMH conglomerate) combined with the advantages of having a large budget and backing from LVMH.