My Two Cents On Kourtney Kardashian's POOSH Brand
/In March of last year, Kourtney Kardashian graced our Instagram feeds with an announcement about her newest business venture - POOSH.
Fans and critics were given very little information about what exactly was coming soon, leaving us all in an excited frenzy for the next adventure the Kardashian clan would take us on. A few weeks later, the POOSH website was revealed along with a Youtube channel and press interviews with Kourtney explaining the concept behind her lifestyle brand designed to be a guide to living your best life.
What Is Poosh
Poosh is a multimedia lifestyle platform filled with tips and tricks on everything from which vibrators are the best, how to coparent after you split from your partner, to interior design. The website has a plethora of articles and the Youtube channel features Kourtney interviewing her mom for boss advice, showcasing her friends who run the company with her, asking her favorite interior designer for tips and much more. Many outlets have compared it to Gwyneth Paltrow’s Goop.
The site is named after Kourtney’s daughter Penelope whose nickname is Poosh. After indulging in the site, I felt the “poosh” I needed to up my fitness game and if I were single- I imagine I would have gotten a lot out of the relationship section.
My new life goal- to be featured on POOSH.
My Two Cents On Poosh
First and foremost, I am the biggest cheerleader for anyone - especially women- who create a blog or a lifestyle brand with the intention of expressing themselves and combining all of their passions under one umbrella. That’s why I started Money & Mimosas and why I absolutely adore Goop.
Also, Kourtney’s POOSH brand will celebrate its first birthday in a few weeks. Congratulations to her for reaching this milestone. It’s no easy feat and I am sure she’s learned a lot about business, and herself, along the way. In my experience, the first year (sometimes even the first few years) is about finding your voice and refining the tone of your brand’s presence. I imagine that POOSH will go through a number of iterations over the years.
With that said, I do see a lot of room for improvement with POOSH. Overall, the brand has done a poor job of defining its place in the market. Kourtney is relying on her celebrity card to create a fanbase but that will only go so far. People read blogs and follow lifestyle brands to elevate their own life. Sure, they may be inspired by the person behind the brand, but ultimately they are looking for specific, useful information they can implement into their personal experience. Right now, POOSH feels like a party that is all about Kourtney and she’s just inviting us along for the ride. She needs to shift the focus from her and center it on her readers. If she does not do this, I fear that the brand will not last.
If I were her business advisor, I would recommend the following steps:
Clearly define your ideal reader. Where does she live, what does she do on the weekends, what are her dreams and fears? Is she a boss executive or a fabulous freelancer? Is she single, married, with or without kids? Is she vegan? Is she spiritual? Did she just turn 40 like Kourtney or is she about to graduate college? What is her motivation to succeed? What does she define as a success? What is holding her back from success? Right now it feels that POOSH does not have a clear person in mind for its content. Answering these questions will help them to deepen their connection with their growing audience.
Narrow the scope of the content. On POOSH’s Instagram story it featured articles about vibrators, then how to improve your posture, intuitive vs. mindful eating, lingerie outwear and hair accessories. While I understand that Kourtney’s readers probably want information on all of these topics, POOSH is not going to be their go-to resource for all of these areas. In fact, by overloading them with info, she is going to force them to tune out. I’d recommend that POOSH focuses on style- specifically interior design. Make POOSH the go-to resource for learning how to elevate the style in your home and living beautifully. We all love Kourtney’s eye for design and I can tell in her interviews with Jenna Kayne that she is in her zone when talking about interiors and all things home decor.
Update the tagline. “A guide to living your best life” is too generic. To go along with #2, I would recommend updating it to something related to home decor such as “Your guide to beautiful living”.
Business with friends. While I love the idea of working with friends on a venture, I worry that this may not be the best move for Kourtney’s lifestyle brand. I would recommend establishing clear boundaries and bringing in one or two neutral parties to the mix.
Continue featuring celebrities. I do love that the Instagram feed and website features Kourtney’s celeb friends and herself. It keeps the brand aspirational and fun. I would recommend featuring celeb’s homes and the inspiration behind their design choices.
And that’s my two cents!
About Money & Mimosas: Money & Mimosas was started as a passion project by Danetha. A former NFL cheerleader turned entrepreneur, she started blogging as a way to combine all of her passions into a career. Money & Mimosas is now enjoyed by readers in over fifty countries with the same dream of achieving financial freedom without living frugally.
