FENTY BEAUTY Before she was BadGalRiRi: music, fashion and beauty icon, Robyn Rihanna Fenty was a little girl in Barbados transfixed by her mother's lipstick. From social media to influencer marketing, the brand has successfully spread the word about its products. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. What type of energy balance would Martha be in, and would you expect for her to lose or gain weight, Which of the following is an appropriate source of nutrition for young infants (birth through 4-6 months of age)? Rihanna entered the beauty industry with Fenty Beauty back in 2017, becoming an instant global success thanks to its brilliantly marketed 40-shade foundation range and inclusive messaging. 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. A world class partnership. Since the influencers are raising awareness of the products, the brand could reach potential customers in different locations. Additionally,partnering with LVMH gave Fenty Beauty global distribution that was hard to match, through Sephora, one of the largest beauty retailers in the world. captions and comments, You can almost imagine Rihanna being the one typing. Instead of just relying on her name to sell the brand, she focused on creating products that put the customer first and helped to increase diversity within the beauty business. 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. Please enable Javascript to see this feature. Gloss Bomb Heat Universal Lip Luminizer + Plumper. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. which referred back to one of her tweets from 2017. Fenty Beauty made the case for inclusivity and won. The company has a significant social media following and uses Twitter and Instagram to interact with customers, highlight its products, and promote inclusivity. The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. Get weekly updates about our new articles by subscribing to our newsletter. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. Fenty Skin is positioning itself as the "the new culture of skincare," according to a splash page on FentyBeauty.com. 3. Fentys launch was explosive because it took place during a critical time in the makeup and fashion industry: New York Fashion Week. But how exactly did Rihanna manage something so impressive? This is the fastest way to reach the company's target, as billions of people in the world use it. We knew the brand would touch womens hearts around the world, but we had no idea of the greater impact our work would ultimately have. An example is the Galaxy collection a futuristic series of lip and eye products. Log in to help. The next month, Rihanna invited her fans and influencers to join her in an immersive experience to produce her beauty film together in real-time. 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. One is that, according to McKinsey analysis, the upstarts are almost all single-brand beauty companies, which account for almost 50 percent of the $2.7 billion in venture-capital (VC) investments the beauty industry has received since 2008 (Exhibit 2) and 80 percent of VC funding in 2017. However, not every brand can get away with being sarcastic. Fenty Beauty x Influencers. Follow me on Instagram for more content like this , Learning and evolving. I feel almost emotional? Fenty Beauty still practices inclusion through their social media pages. 7up by PepsiIII. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. Fenty Beauty is marketed as a high-quality, affordable line that is perfect for . She used her own experience as a starting point, inspired by the number of times shed walked away from the makeup chair disappointed. 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. The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. Within the first few days of Fentys launch, the Fenty Beauty Instagram account already amassed over 1 million followers. Inclusive is how we were defined by the press and consumers. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. had which was having to mix 23 foundation shades to get their perfect shade. The results exceeded all of our expectations. We were also ready to ship directly to 137 countries. By using our services, you agree to our use of cookies. Does this mean Rihanna has a favorite amongst her businesses? We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. By meeting the needs of a mass audience (which includes pretty much every person who wears makeup), Fenty is able to appeal to a very wide range of consumers. Launched by Rihanna, the brand was widely anticipated and thus the retail concept needed to live up to expectation and leave a lasting . On top of her loyal social media following, Rihanna's impressive reputation instantly worked to lift Fenty Beauty off the ground. After Fenty Beauty launched, we began to see headlines that coined the term The Fenty Effect. It was a call to action for all industries to do more and challenge the status quo. Sephora also provided Fenty with great merchandising and product placement in-store and online. 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. In the first month alone, the brand made a whopping $72 million. Cultural. "It's terribly frustrating. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. You really dont know its happening until its happened. Although the show was an offline marketing event, it was extremely well-received on social media, with many people taking to Twitter to praise the singers use of plus-size male models. The singers Twitter also comprises promotional posts about Fenty. Luckily, this is a top Fenty Beauty marketing strategy which is one of the reasons Fentys word-of-mouth marketing was off the charts. Learn how you can use Latana to improve your brand marketing and grow faster. 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. Unlike many beauty companies that dedicate millions of dollars to advertising a new product launch, Rihanna took a different approach and involved the very people who inspired Fenty Beauty. Fenty Beauty uses models from many ethnicities allowing the brand to become known as the new generation of beauty. Rihanna focused on all women and now all women cant stop buying her products. All rights reserved. When a potential or current customer clicks on the hashtag, they are able to see how that specific product looks on different skin tones or how other consumers are using the product. 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. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Top retailers use AI-powered campaigns to engage their most valuable customers. Innovative and forward thinking, Fenty promotes inclusivity for all. On the contrary, theres some evidence to suggest that walnuts can be damaging to facial skin. The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. Fenty Beauty made the case for inclusivity and won. But then the pandemic hit. Fenty capitalized on this focus to achieve one of the biggest launches in the beauty industry. Many undertones, such as olive ones like mine, were also underserved in beauty. . Customers are continually looking for diverse beauty products that promote inclusivity. Fenty Beauty: A Star-Power Marketing Case Study. The brand also posts reports from customers wearing and using Fenty products on themselves. The brand is also known for partnering with several social media influencers. . Rihanna kept up with this trend by making appearances at brand launches in various fashionable cities like London, Madrid, and Paris. Hinted at in its beauty for all tagline, Fenty offers products in 40 shades for each and every skin tone and undertone meaning its target audience is quite all-encompassing. Find out here. Huda Beauty has determined that its most effective strategy of marketing is through the use of social media. Not just dark-skinned consumers but everyone. Fenty Beauty connected emotionally with women who had long been treated as though they didn't exist by the beauty industry. It used to be an indie brand that turned global since it is now owned by the LVMH group. Fenty Beauty Marketing strategy makes the beauty giant unique; this article covers lessons you can learn from them. The path to great results and ROI is to thoughtfully choose the right social channels to support your strategy, depending on your messaging, goals, and target audience. The promo image expertly highlighted this by showing off the foundations color pallet on real models. And the response has been largely positive. We can expect to see more collaborations in the future between her brands . Since its launch, the brand was named by Time Magazine's best inventions of 2017. Most beauty companies began to also reinvent their Instagram feed to showcase diversity. Let's take a look at some of the most effective ways Fenty has increased brand awareness. At least that was the message from the updated UNFCCC Fashion Industry . 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. send an inquiry here: LMD is a Women Owned Small Business (WOSB), Understanding Silent Disabilities Is Essential For a Healthy Workplace, LMD Proudly Announces Leadership Promotions, LMD Rises to Top Positions on Annual GL100 List of Federal Marketing Communications Leaders, Shifting the Paradigm of Public Service to Secure our Nations Future: Three Bold Changes To Bridge The Government Talent Gap, The Evolution of a Small Business with a Big History, Open Sesame: How to Get Meaningful Responses From Your Research Interviews, How Effective Leaders Approach Communication, 5 Steps to Successfully Present Your Concepts, When it Comes to Research, Go Backward, Not Forward, Energy Management is the New Time Management. After Fenty Beauty's launch, many of the top makeup brands rushed to catch up. Fenty doesnt rely solely on marketing and branding to win over its target audience. All skin types. Fenty Beauty was founded on September 8th, 2017 by musical artist Robyn Rihanna Fenty. Another way Fenty has been able to carve out its place in the beauty world? Senior Marketing Manager Europe @Fenty Beauty by Rihanna + Fenty Skin (LVMH) Paris, le-de-France, France . Today, Fenty Beauty's marketing strategy is to provide beauty for all. In this post, were looking at 7 celebrities that love Chrome Hearts. While it would be easy to attribute the success of Fenty Beauty just to Rihanna's star power or her focus on inclusivity, there are other parts of Fenty Beauty's strategy that contributed to the brand's disruption of the . Beauty industry stalwarts are being squeezed from every direction by a wave of millennial-friendly direct-to-consumer rivals, including brands such as Glossier, Fenty Beauty and vegan range Milk, as well as membership services like Beauty Pie. Heres how, Customers want control over their data and wont hesitate to switch brands to get it, Global Insights Briefing: Holiday takeaways for marketers, From solar panels to spa days, see how 2022s top searches set the stage for 2023. After Fenty Beautys launch, many of the top makeup brands rushed to catch up. 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. Different types of social media platforms can be managed to target ideal customers. She bolsters the brand on her channel, and it is a top factor that contributes to the impressive start of Fentys success. 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. In 2017, Rihanna launched her Fenty Beauty line, which later named by Time Magazine as one of the best inventions of 2017. Fenty shocked the beauty scene in Sept. 2017 with its disruptive approach to inclusive makeup. Fenty launched in 2017 with "foundation for all" and though it was not the first company to offer makeup in an extensive array of skin tones, it quickly became the most buzzworthy. They are well versed in the meme language. But thats not where Rihannas social media prowess ends the Fenty brand has also been extremely active on YouTube. The brand encourages its customers to make use of the hashtags to post their content when they make use of Fenty Beauty products. featuring Rihanna and BAME models, including Jessie Li and Slick Woods, Fans, beauty bloggers, and makeup artists. 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.". She also changed how she used her Twitter account to spread the word about Fenty. Think about it raising awareness for 57 million people with just a few Instagram posts is no small feat! If you know what youre doing, TV advertising on niche channels can expose a brand to new consumers within their target market. Though her . The brand doesnt rely solely on Rihannas profile as Fenty also has a dedicated Instagram page with over 10 million followers. Fentys makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. Thats the idea behind the growing influencer movement. Long-term strategies lead to long-term wins! Charg de Marketing et Communication Unibail-Rodamco juin 2015 . Historically, brick and mortar sales drove growth within the beauty industry. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. 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. It was too late. This makes it easier to track User Generated Content and helps to build a beauty community of Fenty Beauty users who can also follow the hashtag to see how other consumers are making use of their products. They were solving a problem a lot of women. 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." CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. One thing cosmetic companies need to learn from this Fenty Beauty marketing strategy is thinking of Instagram-worthy products as a practical function. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. But how exactly did the brands campaigns roll out across the different digital channels? This has resulted in an unprecedented buzz in the beauty industry. Do you like this content? She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. 3. Even with online shopping, beauty is still a category that consumers like to purchase in-store as it is easier to see if products match which was especially important for the first product launched under Fenty Beauty, which was foundation. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. From creative influence to consumer power, the figures say it all. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Kendo has a significant amount of autonomy and the people working there often have start-up experience creating a risk profile among employees that is different than what exists in most companies. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. These hashtags have 145k and 4.5M posts respectively. All Rights Reserved. This Fenty Beauty marketing strategy helped other makeup brands acknowledge that they did not rigidly define their customers as they thought. 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. Her vision of Beauty for All became our marketing mission. Furthermore, Fentys products are incredibly high-quality. Published on August 05, 2021. Just ask Rihanna. Add To Bag. These rare and valuable touchpoints will . 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One of which is having access to all of the sales data from beauty juggernaut Sephora as well as other LVMH beauty brands to make key decisions including which product lines to launch first. This allowed so many women to find themselves in the brand and feel included. Just me pullin up to Sephora to make sure @fentyskin is loaded! Fenty also offers top-quality products, and Rihanna continually focuses on maintaining her quality. These magnetic tubes can clip together to fit in your bag. "Fenty Beauty's tagline, 'Beauty for All', is a strong social statement that's underpinned by product innovation," Victoria Buchanan, senior future analyst at strategic foresight consultancy, The . The Quorn brand is expected to become a billion-dollar business by 2027. Sharing marketing knowledge and things i find interesting. Rihanna wanted her brand available to women everywhere around the world at the same time. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. 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. If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. il a su faire preuve d'autonomie et de crativit pour mettre en oeuvre le plan marketing de la marque. The Navy Collection 5-Piece Lip, Eye + Accessories Set. Whereas some companies might pump hundreds of thousands of dollars into huge marketing campaigns to launch a new brand or product line, Rihanna took a slightly different approach for Fenty. Rihanna also changed the way she uses her Twitter account to further spread the word about Fenty. The ProFiltr Foundation is one of Fentys most iconic products, as it offers an impressive number of shades covering pretty much every skin tone.