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Colonel Sanders, Beauty Icon?

Dec 16, 2021
Read time: 2 mins

KFC recently announced that it was putting its advertising account up for review, and the debate is on whether or not brand icon Colonel Sanders will survive when a new agency takes the creative helm.

But based upon our analysis, the brand may want to consider a new role for the Colonel – as a beauty icon.

Surprisingly, those who have an affinity for KFC on social media are also obsessed with beauty and wellness. According to our platform, KFC fans are nearly 2.5x more likely to buy beauty and wellness brands. This is even true for fans of general fast food and fast casual joints.

KFC Fans

Beauty & Wellness – 2.24x

Fast Food Fans

Beauty & Wellness – 1.47x

Fast Casual Fans

Beauty & Wellness – 1.77x

KFC Beauty Blog 1

But does this go for all KFC fans? Let’s dive a little deeper into this new consumer segment. We decided to look at KFC fans from each region of the US and found these interesting results…

KFC fans by region

KFC Fans in the Northeast

Cosmetics Connoisseurs – 1.98x

KFC Fans in the South

Cosmetics Connoisseurs – 1.79x

KFC Fans in the Midwest

Cosmetics Connoisseurs – 1.65x

KFC Fans in the West

Cosmetics Connoisseurs – 2.36x

KFC Beauty Blog 2

Looking at these different regions, we can see the common thread: KFC fans love cosmetics, and this brand might benefit from beauty collaborations.

Chips, salsa... & lip gloss?

Earlier this year, Chipotle partnered with e.l.f. Cosmetics to create a four-product beauty line, and it sold out in just 11 minutes

ELF Chipotle Makeup

(Source: Food & Wine, 2021)

Chipotle’s VP of Digital Marketing, Tressie Lieberman, said: “We’re always looking for opportunities to lead culture and make authentic connections with Gen Z alongside brands that share similar values.”

We found that Chiptole fans are 1.5 times more likely to engage with beauty and wellness and are nearly twice as likely to be Cosmetics Connoisseurs.

Chipotle Fans

Beauty & Wellness – 1.48x

Cosmetics Connoisseurs – 1.70x

KFC Beauty Blog 3

KFC: Kentucky Fried Cosmetics?

Twenty-five percent of KFC’s audience is Gen Z; connecting with beauty brands and influencers could engage more of this generation. We looked at the audience of KFC Cosmetics Connoisseurs and found that they have high affinities for beauty brands Revlon, Maybelline New York, and NYX Cosmetics. Maybe KFC should consider partnering with one of these beauty brands to create their own cosmetics line.

KFC Cosmetics Connoisseurs

1. Revlon – 13.10x

2. Maybelline New York – 10.50x

3. NYX Cosmetics – 8.09x

UPDATED KFC Beauty Blog 4

Brand collaborations have the power to engage younger audiences and build brand loyalty. One of my favorite foods at Chipotle is their guacamole (duh) — and their avocado-shaped beauty sponge immediately caught my attention…

Avocado Beauty Sponge

(Source: Seventeen, 2021)

Similar to Chipotle, every KFC fan has their menu favorites. From their famous bowls to their crispy chicken sandwich to their creamy mashed potatoes and gravy. I think KFC cosmetics fans would love to see a branded makeup line filled with popular KFC foods: a mac and cheese highlighter, a gravy-colored contour stick, the list goes on. The products don’t sound incredibly appetizing... but they will definitely make headlines. So what do you think Colonel Sanders, want to be the next Kylie Jenner?

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Your TelmarHelixa Marketing Team

 

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