Inclusivity. Rihanna launched her makeup line Fenty Beauty with the goal of satisfying a multicultural customer base. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. We had to break and disrupt all the traditional marketing rules and carve a new path. The brand also posts reports from customers wearing and using Fenty products on themselves. Since its launch, the brand was named by Time Magazine's best inventions of 2017. Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. pic.twitter.com/6FoFIaI3f4, A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty). Enjoy! Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. Please enable Javascript to see this feature. Sandy Saputo, Chief Marketing Officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. All rights reserved. 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. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you . In doing so, Fenty has been able to appeal directly to consumers from ethnic minorities who might have felt excluded by other brands' mainly white, Euro-centric marketing. Every brand needs to know who its target audience is, and this is one area where Fenty has truly excelled. Her vision of "Beauty for All" became our marketing mission. In addition to focusing on inclusivity one of Rihannas best moves was choosing the right partner and deciding to launch offline and online at the same time. Fenty Beauty: A Star-Power Marketing Case Study She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. Skincare brand, Fenty Skin has also collaborated recently with Fenty Beauty through an Instagram live where both brands discussed all things skin and beauty with Fenty Skins Ambassador and Fenty Beautys Global Makeup Artist. 13 Best Fenty Beauty Product of 2023 Shop Now | Allure Rihanna says her new Fenty Skin collection is also for men - CNN Style To foster organic long term growth, LVMH invests heavily into its brands, including product innovations, creative teams and initiatives around art. Inclusive Beauty + Marketing | Fenty Beauty Case Study And the response has been largely positive. How Rihanna's Fenty Brand is Leading in Diversity & Inclusion Rihanna, from the beginning wanted to serve everyone. it includes tutorials and beauty tips. This forward-thinking approach, alongside a strong brand marketing strategy, led to Fenty generating a remarkable $100 million in its first 40 days alone. Fenty Rihana's company Segmentation process and target market/s You really dont know its happening until its happened. Fenty has always strived to be nothing but authentic. Joe Harper. There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. 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. Rihannas posts usually showcase her using Fentys products authentically and playfully. And when you combine all of the positivity this brand generated with the products unique place in the beauty world, it makes sense that Fentys word-of-mouth marketing was off the charts. The recent years have been exciting for diversity in the beauty industry. This sentiment was achieved and even extended to the imagery used on Fenty's Instagram posts announcing and promoting the fragrance, seen above. In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. The consumer and market reactions were phenomenal. Powered by - Designed with theHueman theme. Does this mean Rihanna has a favorite amongst her businesses? But Fenty Beauty was not the first brand to offer 40+ shades of foundation. Laurel, Maryland 20708. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Additionally, Fenty also provides a practical function for their wide range of Match Stix. 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. They revolutionized the makeup business by launching with a 40-shade foundation range. Icon Velvet Liquid Lipstick. The Secret to Billionaire Rihanna's Fenty Beauty Success Customers are continually looking for diverse beauty products that promote inclusivity. However, Fenty observed and assessed this gap to provide a targeted solution to the problem by offering things like wider ranges of foundation tones to be more inclusive of people of color. By positioning itself at the lower end of the luxury beauty range, Fenty has earned a special spot not too exclusive for younger consumers or those with smaller budgets, but still high-end and high-quality. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. How Avon plans to take on direct-to-consumer rivals - Marketing Week Why Fenty Beauty took inspiration from 'ghost kitchens' for its . 14409 Greenview Drive, Suite 200 When the ad was first posted to Rihannas Instagram, followers were excited to see big names like Lil Nas X and A$AP Rocky as cameos. Their posts are also highly relatable to their followers. In this particular video, Bright tries out some new Fenty products while following instructions from a tutorial video that Rihanna filmed for Vogue. Speaking about the brandTime magazine said:"Fentys unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products." Why Fenty Beauty Is Winning the Media Impact Race | #BBmoment Get your customized and 100% plagiarism-free paper done in as little as 3 hours Let's start 322 specialists online Product Description The highly-rated, cult-fave foundation has a whopping 59 shades, and the brand continues. Kurkure' by Pepsi after laysVI. Its also managed to carve out a niche audience for itself: luxury beauty lovers with a smaller budget. Header Image Source: Photo by Jazmin Quaynor on Unsplash One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. Lets dive right into it. The beauty industry has a long history of not offering inclusive representation for everyone. Fenty has been at the forefront of the cosmetic industry since its launch. The enticing role of products like this allows people to feel like theyre personalizing the visual story they create. Course Hero is not sponsored or endorsed by any college or university. Fenty doesnt rely solely on marketing and branding to win over its target audience. The only link on her bio also directly leads to the Fenty Beauty website. In our first year of business, Fenty Beauty became the biggest beauty brand launch in YouTube history, drove huge success commercially, and was named one of Time Magazines best inventions of 2017. Built around Rihanna's persona, Fenty Beauty has a mandate of inclusivity: "Beauty for All", focused on a wide range of shades for traditionally hard-to-match skin tones, with formulas that work for all skin types and pinpoint universal shades. Fenty Beauty: A Brand That Is Taking The Beauty World By Storm All Rights Reserved. Rihanna's Fenty Beauty Is Changing The Conversation About Beauty The question becomes: how did Fentys PR and marketing strategies contribute to its explosive success? Fenty Beauty connected emotionally with women who had long been treated as though they didn't exist by the beauty industry. Rihanna is well aware that this vibe will hit the right note with Fentys audience. The Fenty Impact: What Beauty Marketing Can Learn From Rihanna Add To Bag. Consumers all over the world are clamoring to smell like the Fenty founder and while the $140 price tag isn't cheap, it's still nowhere near as expensive as some other luxury scents. 5 Lessons Marketers Can Learn from Rihanna's Fenty Beauty It made it clear who their consumers were. The promo image expertly highlighted this by showing off the foundations color pallet on real models. The result of Fenty Beauty's strong owned media strategy translates into 22.9% of the overall share of value, making this Voice the second most impactful for the brand. She used her own experience as a starting point, inspired by the number of times shed walked away from the makeup chair disappointed. Fenty Beauty still practices inclusion through their social media pages. By Karen Tang and Tricia McKinnon. 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. The range was celebrated for also including those with albinism. Keeping Up With Rihanna and Her Blazing Fenty Trail - The Content Spa Different types of social media platforms can be managed to target ideal customers. 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. Complete your profile for personalized recommendations, Directora de Marketing de Kendo Brands, incluida Fenty Beauty. Fentys products arent only innovative, they also offer aesthetics. 3. They use "colloquialized" terms across social media channels and interact with consumers far more often than any other brand. Of the fragrance's creation, Rihanna shared: "If I'm going to make a fragrance that represents me, even the body language of the bottle needs to marry that.". 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. They were solving a problem a lot of women. If you know what youre doing, TV advertising on niche channels can expose a brand to new consumers within their target market. 40 shades (one of the largest ranges of shades in the makeup industry) Long ware and Buildable (can be light or full coverage) 100% cruelty free. Fenty social media refers to her as "mom." " To sell something with your name on it, it reflects who you are, and who you've presented yourself as," says Souzan Michael of Fashion Magazine. The fashion industry will only achieve its sustainability targets if brands dedicate communications to making sustainable lifestyles desirable. Social Media Strategy in Context: Fenty Beauty - LinkedIn However, it does not enjoy the same mainstream success of other brands.. However, Rihanna did something different from all the other celebs. Growth and Distribution Network The company has grown rapidly through its partnership with Sephora and department stores like Harvey Nichols. 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