If you are intrigued by “Keeping up with the plastic fantastics”business strategy and why it is so successful, read on.                      

Basically their success stems from a calculated blend of celebrity branding. By leveraging a massive social media following and controlling their own narrative, here lies the answer.                             

Either you like them or loathe them, regardless of your personal opinion, they have built lucrative business empires. Notably Kylie Cosmetics and Skims through savvy partnerships and direct-to-consumer marketing. This diversification from entertainment into fashion, wellness and beauty has been relevant in today’s world.  

Kris Jenner is widely recognised as the mastermind behind the Kardashian-Jenner brand. As a matriarch and “momager”, she has successfully transformed the reality television fame into billion dollar business empires. In their dramatic and candid reality television series, they have frequently admitted that their strategy has been to turn scandals and embarrassing moments into opportunities. 

The devil works hard but Kris Jenner works harder” according to one of her daughters. She has been instrumental in navigating her children’s careers from reality television stardom into long-term business endeavors.  

The Kardashian family’s use of social media mastery has created a high demand for their products. Instagram and Twitter platforms especially, have offered direct free marketing to hundreds of millions of followers. They aim to stay constantly visible and recognisable. This visibility builds familiarity. So, authenticity and engagement that they provide despite their critics keeps their audiences loyal.                                  

They know that by launching new products and brands that tap into current marketing demand such as fashion and lifestyle, they control their brand image. In 2026, Skims which promote next generation loungewear, underwear and shapewear will roll out beauty products.  

Bottom line. Apart from tabloid scandals their business success is powered by their work ethic. 

Proscale Marketing is a strategic and professional marketing company with extensive experience spanning from retail, consumer goods, fashion and fitness. With design excellence and insight we can shape your brand.