She bolsters the brand on her channel, and it is a top factor that contributes to the impressive start of Fentys success. The brand encourages its customers to make use of the hashtags to post their content when they make use of Fenty Beauty products. Corporate or blatantly promotional videos wouldnt go over well with the crowd or have the desired effect. Speaking about Fenty Beauty Rihanna said that shewanted it to be right and never wanted it to be a rushed project. I always wanted it to be something that was respected and if I feel like Im not there yet, Im not even gonna make an attempt.Speaking about Fenty Beauty, a customer namedShavonne Fagan said:"before Fenty came out there were only three foundations I could find that matched my skin and only one that got my undertone right." Theres a synergy between all of Rihannas brands. Instagram users perfectly fit into Fentys ideal target audience. Do you like this content? Clearly catering to as many customers as possible, this campaign showed that Fenty dared to go where few beauty brands have gone before: radical inclusivity. Fenty Beauty: A Star-Power Marketing Case Study Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. Fenty Beauty had become the new industry standard for inclusive, high-quality, affordable makeup. Lifebuoy Shampoo by UnileverVII. That is,. Lays by PepsiII. These rare and valuable touchpoints will . From the strategy of Fenty Beauty, we can also see that sometimes, less is more. Investment in innovation and its houses. She had the existing brand recognitionand she wanted to prove her products were high quality. Now the brand wants to take that strategy to skin care. Fentys products are made to be photographed and also photographed in. Fenty Beauty has shied away from "stuffy marketing campaigns". Get your customized and 100% plagiarism-free paper done in as little as 3 hours Let's start 322 specialists online Product Description Working with LVMH also gave Fenty Beauty the infrastructure necessary to launch a brand on a globalbasis almost instantly. Since the influencers are raising awareness of the products, the brand could reach potential customers in different locations. Fenty Beauty launched initially with just makeup in 2017. Download this mini-report on Fenty Beauty's brand performance in the US to see just how much of a splash it has made. Stylish, cultured, and powerful women are truly a force to be reckoned with. Thats the idea behind the growing influencer movement. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. At least that was the message from the updated UNFCCC Fashion Industry . We can expect to see more collaborations in the future between her brands . 2023 Latana GmbH. This sentiment was achieved and even extended to the imagery used on Fenty's Instagram posts announcing and promoting the fragrance, seen above. If you havent thought about inclusivity in your advertising, Id encourage you to make the case for it. Mohamed a galement su prendre en compte et s'adapter . In 2017, Rihanna launched her cosmetic line, Fenty Beauty -- from the singer's full name, Robyn Rihanna Fenty -- with a foundation in 40 shades and 10. Fenty Beauty: A Star-Power Marketing Case Study. Fentys products focus on solving their customers pain points. Take a look at one of Patricia Brights Fenty videos, pictured above. Shop Now $29. Long-term strategies lead to long-term wins! Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. This strategy successfully sets them apart from other beauty brands that are yet to practice this innovation. Its no surprise, therefore, that most people want to know what the Fenty Beauty marketing strategy is and why it works so well. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. biggest beauty brand launch in YouTube history. Even though Fenty is considered a luxury brand, the price tags on its products are a good bit lower than those of competitor luxury beauty brands. It is a cruelty-free, vegan line of products thats quite popular and sells out within hours of release. It also helps that Fenty Beauty products have distinctive names. Rihanna is well aware that this vibe will hit the right note with Fentys audience. These posts make it easy for viewers to relate to the products. Powered by - Designed with theHueman theme. Updated February 5, 2023 Famous creatives hold so much influence and power. The reason being their customers are in different time zones which means customer A in New York might only see 60% of what you post during the day and customer B in Paris might only see 70%. Therefore, it makes perfect sense to utilize this platform to reel in potential consumers. Some artists establish their brands once they get huge recognition. Inclusion was more than the number of shades; it was the well-crafted nuance of each shade in the range that also served as a proof point. Available at @Sephora, @HarveyNichols, and @BootsUK !! In 2017, Fenty Beauty launched 40 shades of foundation, and that has since grown to 50. But how is the company's brand awareness doing? If Rihanna hadnt been so focused on maintaining the quality of her products, it would have been much more difficult to achieve the cult brand following Fenty now has. An example is the Galaxy collection a futuristic series of lip and eye products. Rihannas efforts garnered about $72 million the first month after the launch. This makeup brand launched a vast range of 40 foundation shades, which is unusual for a mainstream brand. Get weekly updates about our new articles by subscribing to our newsletter. By raising awareness of their products to more diverse vloggers, the brand is reaching even more potential customers on YouTube especially compared to brands that tailor mainly to white and pale complexions. And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. In the summer of 2020, Rihanna launched Fentys very first skincare line: Fenty Skin. Please enable Javascript to see this feature. The Business of Diversity: Fenty Beauty, Inclusive Marketing, and Social Media By: Vanessa Chen 1 Vanessa Chen Trinity College Dublin The Business of Diversity in the Beauty Industry: Fenty Beauty, Inclusive Marketing, and Social Media This research paper explores the business of diversity in the beauty industry, with a focus on Fenty Beauty's business, inclusive marketing strategies, and . She also changed how she used her Twitter account to spread the word about Fenty. I consider them like spices on a marketing spice rack cooking up well-seasoned stories that are good for the world and good for business. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. With the launch of this campaign, the Fenty brand boasted a rousing success: $100 million in sales for Fenty Skin during the first week alone. Fenty Beauty by Rihanna (source: Sephora) "Fenty Beauty by Rihanna was . In this particular video, Bright tries out some new Fenty products while following instructions from a tutorial video that Rihanna filmed for Vogue. By encouraging everyone who took samples home to leave honest reviews on social media, as well as asking customers to leave online reviews, Rihanna made it clear she was open to feedback from her target audience. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. Whats more, it even included some of her A-list friends. 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Fenty Beauty made the case for inclusivity and won. Explore the best sportswear names for your brand right here. Ces femmes noires, rondes et fires qui bousculent les codes de la beaut. Fenty Beauty was well on its way to outsell Kylie Cosmetics, 10 Tips to Start a Cosmetics Online Business, Rihanna announced that the Fenty clothing line was shutting down, Fashion House Names: The Trendiest & Most Luxurious Name Ideas, Sportswear Name Ideas: Name Your Up-And-Coming Sportswear Brand, Chrome Hearts Casy Study: 7 Celebrities Who Associate With The Luxury House, Skincare Business Names Catchy Names You Can Use. Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. Fenty Beauty also saw record signups for future communications: email signups increased 800% and text opt-ins lifted 40%, continuing long after the launch. Sephora. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. Fenty also offers top-quality products, and Rihanna continually focuses on maintaining her quality. There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. This is a great strategy for a brand that offers a lot of products. In case you're wondering about #FentyBeauty on dark skin, issa YES for me dawg. Over the past couple of years, female body positivity has really made some strides thanks to plus-size models and celebrities like Lizzo gracing the cover of Vogue. In the age of technology and communications, social media enables plenty of self-branding practices such as profile building and post sharing functions. In 2019, Kylie Beauty launched a new walnut-powder face scrub that the megastar claimed was soft, gentle, and good for everyday use. In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. Historically, brick and mortar sales drove growth within the beauty industry. So for her Brooklyn, NY launch party during New York Fashion Week, she invited fans, celebrities, beauty bloggers, and makeup artists to sample her 40 shades of makeup and engage with the product. Inclusivity. Fentys Twitter presence is highly celebrated and was even nominated for a Shorty Award thanks to viral tweets that made appearances in Billboard and Teen Vogue. Fenty Beauty was created by Rihanna in 2017. From creative influence to consumer power, the figures say it all. Slices research company shared that Fenty Beauty was well on its way to outsell Kylie Cosmetics, Kat Von D, and several other high-performing brands. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. Think about it raising awareness for 57 million people with just a few Instagram posts is no small feat! It is no coincidence that theres also a focus on some performative elements like bright gold highlighters. Read more to find out how. Rihannas posts often show her using Fenty products in a playful and authentic manner, bringing a level of fun to the brand which makes it attractive to its youthful audience. In the same vein as her Instagram posts, these videos show the casual, authentic side of both Rihanna and Fenty making it easy for viewers to relate. On top of her loyal social media following, Rihanna's impressive reputation instantly worked to lift Fenty Beauty off the ground. When Rihanna announced that she would be launching her beauty brand Fenty in 2017, most people felt it would just be another celebrity-backed brand. We're making content recommendations better for thousands of readers. While this might be a bit much for other brands, when you consider the fact that Fenty Beauty is a global brand it all begins to make sense to post that frequently. Measuring Brand Awareness As Told By Marketing Experts, a remarkable $100 million in its first 40 days alone, 40 shades for each and every skin tone and undertone, Este Lauders foundation will set you back $42, 90% of the 150 million users on Instagram who are under 35, the singers tweets have been largely promotional for Fenty. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you will be focused on an assigned project, while being introduced to and fully integrated into the daily activities of your team. One girl started to cry in the Sephora when the person put the foundation on her skin and it matched.". And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. This full-coverage, long-wearing formula is what set Fenty Beauty apart from the day the brand launched. PRODUCT DESCRIPTION CONCISE MARKETING OVERVIEW OF THE PRODUCT & ITS ROLE IN THE MARKET Core Sociability Trendy Quality Material Enhance beauty Actual Cosmetic line Makeup Beauty products Augmented Customer Service Sense of Community Specialty beauty enhancement, cosmetic line PART 1.B. The singers Twitter also comprises promotional posts about Fenty. Innovative and forward thinking, Fenty promotes inclusivity for all. Hundreds of people started posting selfies of themselves wearing Fenty Beauty on social media; our first repost was of a beautiful woman wearing a hijab. By using the 4-Facets of Brand Positioning, let's take a look at Fenty Beautythis boundary-breaking icon. The first time she experienced makeup for herself, she never looked back. Back in 2014 when no one was looking, Rihanna registered the trademark for Fenty Beauty. They use "colloquialized" terms across social media channels and interact with consumers far more often than any other brand. However, instead of just adding her name to a brand to ensure it sold, her focus was on producing popular products that put customers first. Fenty doesnt rely solely on marketing and branding to win over its target audience. And the response has been largely positive. Enjoy! If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! With over 10M followers on Instagram and 641K on Twitter, I think we can agree that Fenty beauty has their social media strategy on lock. How does a beauty brand generate 500 million euros in sales in its first year? Sure, having Rihanna behind the brand has helped to attract thousands of customers, but pushing boundaries with its marketing and products has really helped Fenty seal the deal with an often underrepresented target audience: minority women. By Karen Tang and Tricia McKinnon. The brand doesnt rely solely on Rihannas profile as Fenty also has a dedicated Instagram page with over 10 million followers. By leveraging on Rihannas star power, they have direct access to her 87 million followers, most of whom are beauty lovers and loyal fans that will support whatever she puts out. It helps to stay top of mind with their customers regardless of time zone. Customers praised the beauty guru for listening to their opinions and taking their feedback on board and all of the positive reviews really did pay off. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. As this product line was meant for everyone, it makes sense that it was launched with an uber-inclusive ad featuring both male and female models with a variety of skin colors. Fenty Beauty x Influencers. After four days on Instagram . A match made in heaven! But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. 3. Rihanna focuses on all women and now all women want her products. Additionally, Mattemoiselle was launched on boxing day and was an ideal shopping treat for shoppers who were already in their favorite stores for their ritual December 26th shopping trips. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as . A singer, songwriter, fashion designer, and all-around icon, Rihanna burst on the scene in 2005. Its not just Rihannas personal profile that the brand relies upon on Instagram theres also a dedicated Fenty profile with 10.8 million followers of its own. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. But how exactly did the brands campaigns roll out across the different digital channels? Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. Here's some advice from fellow marketers. To explore this content and receive communications from Google, please sign in with an existing Google account. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. Simply put, Fenty is doing more than just appealing to a diverse audience to boost its sales and reputation. It not only highlighted the importance of being seen, it proved to the industry that women of colour have huge spending power, and that black can, and does, sell. Within Fenty Beauty's first 15 months in business it made $570 million in revenue. Luckily, this is a top Fenty Beauty marketing strategy which is one of the reasons Fentys word-of-mouth marketing was off the charts. Rihanna understood women with darker skin and special skin conditions struggled to find makeup that was suited for their skin. Kween! Fenty Beauty has a responsibility to uphold ethical behaviour when conducting its business by promoting a culture that observes and promotes ethics and the managers and leaders lead by example. You really dont know its happening until its happened. Fenty Skin is positioning itself as the "the new culture of skincare," according to a splash page on FentyBeauty.com. Learn more about the brand performance of the world's most inclusive beauty brand. Tarz (clothing line) by HabitIV. Sandy Saputo, Chief Marketing Officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. Consumers wanted a diverse beauty product that promoted multiculturalism and inclusivity. For example, Make Up For Ever even stated, in an Instagram post after the launch of Fenty Beauty: 40 shades is nothing new to us. The bigger question is how did Rihanna manage to disrupt when others failed to barely innovate? If you do subscribe to our retail trends newsletter to get the latest retail insights & trends delivered to your inbox, Skims Strategy - 10 Reasons Kim Kardashians Brand Took Off, Rare Beauty: 6 Parts of its Strategy to Emulate, How Pat McGrath Created a $1 Billion Beauty Company, The Growth Strategy Behind Goop, a $250 M Brand Owned by Gwyneth Paltrow, eCommerce and its Profitability Issue.