Kourtney Kardashian Barker just announced the upcoming launch of her health-focused gummy brand called Lemme, which promises to enhance day-to-day activities such as resting and focusing on various tasks.
While the move to launch such a brand seems like a genuine and authentic move by the reality star, it also seems like a desperate cry to stay relevant in the eyes of Gen Z – a cohort that continues to gain more spending power as they age.
TikTokers have a lot to say about the Lemme branding.
User @girlbosstown, known for providing her POVs on what celebrities and brands should do for their next PR move, raved about the branding, claiming Kourtney took an entirely different approach through the use of color. She even went as far as calling the branding “genius.”
But unfortunately, the commentary seems to be more of a play to get into the good graces of the Kardashians rather than a real attempt to analyze the new offering.
Meanwhile, TikTok user @sarahjyeehaw, who has a consulting background in strategy, marketing and public relations, stitched the video, providing a completely different take. Quiet frankly, it was refreshing.
Her first callout is Girl Boss Town’s commentary on Kourtney’s color palette approach and the overall look and feel. She references brands like HUM Nutrition, Flo, and Olly and it is quickly understood that Lemme’s branding concept is anything but novel.
And while Sarah loves the packaging, her main issue with the Lemme brand is that it ultimately falls under the trendy category and is just a “desperate attempt to sucker in Gen Z.”
Lemme isn’t anything special.
In fact, the overall branding for Lemme looks like it was created on Canva. That’s not to say that Canva isn’t a great tool or anything. In fact, it’s been a complete game changer for marketers and small to medium businesses everywhere.
That said, with all the resources Kourtney Kardashian has, one would hope for something a bit more…out of the box.
Kourtney just doesn’t have the same work ethic her sisters do.
But this claim isn’t anything out of the box, either. In fact, Kourtney has been pretty vocal on their reality show that she does not prioritize work. And while Kourtney has putzed around in work, her younger sisters, Kim and Khloe, seem to be playing in a different arena.
Khloe has made significant strides with her clothing line Good American, breaking barriers for people of all shapes and sizes. Khloe’s overall mission with Good American was to lean into an area that spoke to her most – inclusivity. That mission has done well for her.
According to Fortune, over the past six years, Emma Grede, co-founder and CEO of Good American, has been recognized for her work leading the brand, turning it into a $130 million business. Good American is on track to exceed $200 million in revenue in 2022. The denim wear brand can today be found online and in-store at retailers such as Nordstrom, Neiman Marcus, Bloomingdale’s, Saks Fifth Avenue, Evereve and Anthropologie, in addition to other international stores.
Kim, meanwhile, has launched several successful ventures, including the shapewear and clothing brand SKIMS and beauty brand KKW Beauty, which inked a $200 million with Coty Inc. in exchange for a 20% stake in the company.
In April 2022, Kim was declared a billionaire by Forbes, crediting her two most lucrative business ventures, KKW Beauty and Skims, in addition to her infamous reality show “Keeping Up With the Kardashians,” endorsement deals and various other smaller investments to her fortune.
And most recently, Kim launched a private equity firm with former Carlyle Group partner Jay Sammons called SKYY Partners.
In contrast, it took Kourtney five years to develop the Lemme brand, according to her Instagram post.
But as a consumer observing the Lemme brand launch, it sounds more like five years of inconsistency. Why? Based on the narrative the Kardashians have spun up about Kourtney’s lack of interest in taking her work seriously, it comes as no surprise that the branding and the idea behind her latest venture lacks originality and/or fails to provide a fresh and innovative take on the gummy vitamin category.
If anything, the most significant differentiator to Lemme is that Kourtney has infused muscle testing into her products – an alternative medicine practice that locates weaknesses in the body and diagnoses food allergies and other deficiencies. However, the method currently lacks evidence of efficacy.
At most, Lemme looks like her team created the brand on Canva and printed labels on gummies that she may or may not have provided input on.
To sum it up, Lemme just seems like another slapdash effort to create a new brand, much like Kourtney’s subpar lifestyle website Poosh, which has a questionable readership.
On another note, Kourtney also just teamed up with Boohoo for a greenwashing campaign. The move seems pretty in line with her other ventures, poorly executed. But don’t take my word for it. Check out this TikToker’s POV on the collab. I just simply kant, with a “k.”
Feature photo credit: Lemme