From creative influence to consumer power, the figures say it all. Using social media to communicate with its target audience is one of Fenty Beauty's primary initiatives. The fragrance sold out quickly and it wasn't until May 2022 that the second, highly-anticipated drop arrived. Since the launch of her 2016 album Anti, her Twitter profile picture was Rhenna an emotionless stick figure that became known as the singers alter-ego. 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. Fenty's products focus on solving their customers' pain points. Many undertones, such as olive ones like mine, were also underserved in beauty. Learn more about the brand performance of the world's most inclusive beauty brand. In some . Updated February 5, 2023 Famous creatives hold so much influence and power. The range was celebrated for also including those with albinism. Are you looking for the perfect name for your fashion house? Investment in innovation and its houses. Simply put, Fenty Beauty produced a higher quality product than its competitors. The Icon Velvet Liquid Lipstick stands by its name because it was what Rihanna wore at her iconic 2022 Superbowl . And, once again, Fenty joined forces with influencers who have helped spread awareness for the new product and strengthen its allure through their association with it. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. Does this mean Rihanna has a favorite amongst her businesses? Shop Now $29. 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 Magazine's best inventions of 2017. However, many people on social media were quick to point out that it wasnt actually the case. MRKT 354 Integrated Marketing Communications, University of Maryland University College, Concise Marketing Overview of the Product & Its Role in the Market, Type of Product Lifecycle & Benefits/Features Analysis, Current Supply Chain Members & Their Rolls, Part 1 Communications Objectives & Issues, Issues Impacting the Objectives Attainment, Part 2.1 Communications Strategy Recommandations, Part 2.a Marketing Communications Strategy Recommendations, Part 2.b Marketing Communications Strategy Recommendations, Part 2.c Marketing Communications Strategy Recommendations, Part 2.d Marketing Communications Strategy Recommendations, CONCISE MARKETING OVERVIEW OF THE PRODUCT. You never forget it.". We're making content recommendations better for thousands of readers. Fenty Beauty x Influencers. 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. Check here for some name suggestions and tips on creating catchy fashion house names. Fenty Beauty's marketing campaign and execution have been praised by outlets and beauty bloggers alike the latter a notoriously tough crowd despite the challenges of staying stocked in. Fentys success is, however, quite clear, with the brand generating $100 million within the first 40 days of its launch. Since the influencers are raising awareness of the products, the brand could reach potential customers in different locations. The Navy Collection 5-Piece Lip, Eye + Accessories Set. Her vision of "Beauty for All" became our marketing mission. LVMH reported a nine per cent surge in revenue from its beauty brands in 2019 compared with the previous year, powered by Dior, Givenchy and Fenty Beauty by Rihanna. These magnetic tubes can clip together to fit in your bag. The fashion industry will only achieve its sustainability targets if brands dedicate communications to making sustainable lifestyles desirable. In this article, well take a deep dive into Fenty's branding to see how the singers own image and business savvy helped to build a seemingly unbeatable brand identity. 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. Many celebrities have their own product lines but few change an entire industry. By Karen Tang and Tricia McKinnon. A British YouTuber with 2.83 million subscribers and video views anywhere between 800,000 and 1.1 million Patricia is a force to be reckoned with in the YouTube beauty world. 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 parent companies listed for Fenty Beauty are Fenty Corp, LVMH and Kendo Holdings. Just like the Instagram posts, the videos on the YouTube account show the authentic and casual sides of Fenty and Rihanna. Since 2005, Rihanna sold over a total of 250 million records worldwide, making her one of the best-selling artists of all time. Fenty Icon Velvet Liquid Lipstick 5 shades The MVP Quick Shop $29.00 HALFTIME APPROVED Invisimatte Instant Setting + Blotting Powder Add To Bag $36.00 BACK IN STOCKBESTSELLER GONE VIRAL Gloss Bomb Heat Universal Lip Luminizer + Plumper 6 shades Hot Chocolit Heat Quick Shop $26.00 RIHANNA'S REAL-LIFE METHOD Fenty Face: Build Your Own 4-piece Bundle This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. Launched by Rihanna, the brand was widely anticipated and thus the retail concept needed to live up to expectation and leave a lasting . Kween! Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Working with LVMH also gave Fenty Beauty the infrastructure necessary to launch a brand on a globalbasis almost instantly. 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. She constantly posts about the beauty brand to her followers through engaging video content and pictures when she makes use of the product. Get the latest information and insights into the world of brand. Furthermore, Fentys products are incredibly high-quality. However, it does not enjoy the same mainstream success of other brands.. It also includes valuable beauty tutorials and provides insight into new product releases. Take a look at one of Patricia Brights Fenty videos, pictured above. 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. Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. The Social Grabber 2023. The company has a significant social media following and uses Twitter and Instagram to interact with customers, highlight its products, and promote inclusivity. Lifebuoy Shampoo by UnileverVII. The goal of most top companies was to catch up with Fentys impact. You really dont know its happening until its happened. Our marketing mission was underway to build a beauty brand for the next generation. Inclusivity. Instagram users perfectly fit into Fentys ideal target audience. They were solving a problem a lot of women. Various trademarks held by their owners. About the foundation. The YouTube videos cover Rihannas involvement in developing beauty products and brand strategy. 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. Cookies help us deliver our services. Based on the objective rules in the, Analysis : Energy Balance 1. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! This has been incredibly helpful in spreading awareness for the brand. 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. Please enable Javascript to see this feature. How do the provided energy needs from Cronometer compare. There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. Strategies range from paid social media campaigns, out-of-home advertising, and even pop-up shops where consumers can immerse themselves in the brandand buy the productin their favorite store. Top retailers use AI-powered campaigns to engage their most valuable customers. 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. Of course, Fentys success on YouTube isnt owed solely to the brands own channel. Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. To foster organic long term growth, LVMH invests heavily into its brands, including product innovations, creative teams and initiatives around art. They revolutionized the makeup business by launching with a 40-shade foundation range. il a su faire preuve d'autonomie et de crativit pour mettre en oeuvre le plan marketing de la marque. Their instagram feed is a mix of product shots and User Generated Content. Exclude no one Why its So Hard to Make Money, https://contentwriters.com/blog/5-lessons-marketers-can-learn-from-rihannas-fenty-beauty/, https://go.octoly.com/insights-brands/fenty-beauty, https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/, https://www.retaildive.com/news/rihanna-joins-luxury-group-lvmh-with-fenty-launch/554630/, https://www.prdaily.com/3-lessons-in-social-media-brilliance-from-rihanna/, https://medium.com/@tanvi00sharma/the-fenty-impact-what-beauty-marketing-can-learn-from-rihanna-9f12dea11c40, http://www.thefashionlaw.com/home/lvmh-confirms-fenty-maison-luxury-collection-with-rihanna, https://www.businessoffashion.com/articles/beauty/fenty-beauty-vs-kylie-cosmetics-the-race-to-a-billion-dollar-brand, https://www.forbes.com/sites/pamdanziger/2019/05/11/what-the-lvmh-rihanna-partnership-means-for-the-luxury-market/#5d8e716d57db, https://www.racked.com/2018/5/30/17409524/fenty-effect-foundation-40-shades, https://www.elle.com/beauty/makeup-skin-care/a12480648/rihanna-fenty-beauty-makeup-forever-feud/, https://www.independent.co.uk/life-style/tarte-cosmetics-foundations-white-people-mlk-martin-luther-king-day-a8163026.html, https://wevetoblog.wordpress.com/2017/10/20/a-case-study-of-fenty-beauty-by-rihanna/, https://www.teenvogue.com/story/time-magazine-named-fenty-beauty-one-of-2018s-most-genius-companies, https://www.businessinsider.com/fenty-beauty-is-on-track-to-outsell-all-the-kardashian-beauty-lines-2018-1, https://www.cnbc.com/2017/10/26/4-career-lessons-you-can-learn-from-rihannas-latest-business-ventures.html, https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/what-beauty-players-can-teach-the-consumer-sector-about-digital-disruption, https://adage.com/article/special-report-marketer-alist/marketer-a-list-2018-fenty/315798, http://money.com/money/5271495/rihanna-net-worth-fenty/, https://www.chicagotribune.com/lifestyles/fashion/ct-rihanna-cosmetics-launch-20170926-story.html, https://www.refinery29.com/en-gb/2017/09/170831/fenty-beauty-rihanna, https://www.glamour.com/story/fenty-beauty-rihanna-legacy, https://qz.com/2043156/how-lvmh-helped-make-rihanna-a-billionaire/?utm_source=pocket_mylist, Learn more about me at: www.triciamckinnon.com. Since its launch, the brand was named by Time Magazine's best inventions of 2017. Just ask Rihanna. At the time, there wasnt a brand that truly reached everyone from the lightest skin to the darkest. What do you get when you combine 90% of the 150 million users on Instagram who are under 35 and a business owner with an impressive 57 million followers? 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 consumer and market reactions were phenomenal. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. They use "colloquialized" terms across social media channels and interact with consumers far more often than any other brand. Most beauty companies began to also reinvent their Instagram feed to showcase diversity. I feel almost emotional? 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. 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. Social media influencers are very powerful when it comes to shaping consumers purchasing behavior these days something Rihanna was all too aware of even before she launched a beauty brand. Fenty Beauty had become the new industry standard for inclusive, high-quality, affordable makeup. In every product I was like, There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between. You want people to appreciate the product and not feel like: Oh thats cute, but it only looks good on her.. Rihanna understood women with darker skin and special skin conditions struggled to find makeup that was suited for their skin. 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. A match made in heaven! Tarz (clothing line) by HabitIV. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. An IMC plan is the next step after the developments and approval of the marketing plan, Pedro asks his employer if he can leave brochures from his church on the front desk of the office in case anyone may be interested in learning about the church. These hashtags have 145k and 4.5M posts respectively. She trusted her products quality, and it paid offa majority of the reviews were overwhelmingly positive. Speaking about her line of foundation Rihanna said:there needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between." We were also ready to ship directly to 137 countries. 2 k . 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." Rihanna doesnt shy away from using her fame as an asset for the social media strategy. In 2019, Kylie Beauty launched a new walnut-powder face scrub that the megastar claimed was soft, gentle, and good for everyday use. This also puts LVMH at the forefront of "the new" and acts as its own campaign in helping the world discover talent. Inclusive is how we were defined by the press and consumers. However, not every brand can get away with being sarcastic. Not forgetting the power of traditional media Another reason why Fenty Beauty left its competitors in the dust is thanks to coverage by online media outlets. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. This full-coverage, long-wearing formula is what set Fenty Beauty apart from the day the brand launched. Thank you @rihanna!!! Another way Fenty has been able to carve out its place in the beauty world? You might not be Rihannabut you can take lessons from her. We can expect to see more collaborations in the future between her brands . 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. Cultural. Within the first few days of Fentys launch, the Fenty Beauty Instagram account already amassed over 1 million followers. 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? The recent years have been exciting for diversity in the beauty industry. Fentys products are made to be photographed and also photographed in. A singer, songwriter, fashion designer, and all-around icon, Rihanna burst on the scene in 2005. Fenty Beauty collaborated with Savage Fenty, Rihannas Lingerie brand by being the exclusive makeup brand for their runway show which was promoted on their social media platforms. One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. However, in 2019, Rihanna changed this to an image of herself at the Fenty Paris launch party. Combining the scents of magnolia, blueberry, bergamot, tangerine, incense, Bulgarian rose absolute, and more Fenty's scent is all at once vibrant and seductive. 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. This YouTube channel has been invaluable to Fentys brand strategy by providing a means to invite consumers behind the scenes. Different types of social media platforms can be managed to target ideal customers. 3. Growth and Distribution Network The company has grown rapidly through its partnership with Sephora and department stores like Harvey Nichols. Laurel, Maryland 20708. Rihanna didnt rely solely on marketing and branding to win over such a large target audience: Fenty developed products that centered the customer experience and put their desires first. In the age of technology and communications, social media enables plenty of self-branding practices such as profile building and post sharing functions. 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. 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. 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. Add To Bag. Stylish, cultured, and powerful women are truly a force to be reckoned with. Published October 17, 2021. Let's take a look at some of the most effective ways Fenty has increased brand awareness. These rare and valuable touchpoints will . She usually brings a level of fun to the beauty brand, making it attractive to its youthful audience. At the time, there wasn't a brand that truly reached everyone from the lightest skin to the . ThenRihanna spent over two years to create the right formulationsbefore the product dropped. Complete your profile for personalized recommendations, Directora de Marketing de Kendo Brands, incluida Fenty Beauty. High quality products. All rights reserved. On the contrary, theres some evidence to suggest that walnuts can be damaging to facial skin. At least that was the message from the updated UNFCCC Fashion Industry . Rihanna spent years developing her makeup range, and it paid up at the launch. This was insanely difficult from an operational perspective. There is a major infusion of Rihannas personality into the brand. They are very intentional about posting more than 1 skin tone in every few posts. The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. She had the existing brand recognitionand she wanted to prove her products were high quality. 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. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. The brand went live in 17 countries on the same day at the same hour (regardless of time zones) with a completely omnichannel marketing strategy. The question becomes: how did Fentys PR and marketing strategies contribute to its explosive success? Find out here. But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. . Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. But Fenty Beauty was not the first brand to offer 40+ shades of foundation. While people are looking for products that work, they also want makeup products that look good. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. One key difference is in how Rihanna marketed Fenty Beauty which Time magazine noted as being part of the genius behind the success of the brand. All skin types. And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. In the first month alone, the brand made a whopping $72 million. 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 Beauty was created by Rihanna in 2017. 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. 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 . Within a few hours, the darker colors immediately sold out, which served as a wake-up call for the fashion industry. And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. The promo image expertly highlighted this by showing off the foundations color pallet on real models. 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. Many celebrities have their own product lines but few change an entire industry. 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. While it would be easy to attribute the success of Fenty Beauty just to Rihannas star power or her focus on inclusivity, there are other parts of Fenty Beautys strategy that contributed to the brands disruption of the beauty industry. One brand that has succeeded with this strategy is Fenty Beauty, which is a new line of beauty products created by Rihanna. 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. She used her own experience as a starting point, inspired by the number of times she'd walked away from the makeup chair disappointed. Sephora also provided Fenty with great merchandising and product placement in-store and online. Fenty has always strived to be nothing but authentic. Rihanna and the geniuses behind Fenty know a thing or two about increasing brand awareness. Log in to help. Moving the focus of your marketing efforts towards brand is not an easy task-especially for executives who've been in the marketing game for a while. Published on August 05, 2021. Partnering with LVMH has many benefits. Their posts are also highly relatable to their followers. PART 1.A. Many top brands immediately expanded their range after the Fenty launch, and it belittled earlier claims that it was too difficult to achieve this. 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 next month, Rihanna invited her fans and influencers to join her in an immersive experience to produce her beauty film together in real-time. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. 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. At the October 2020 Savage x Fenty fashion show, where the star showcased her latest lingerie line, plus-sized models were used to show the stars first-ever line of male underwear. it includes tutorials and beauty tips. The company was valued at $471 million in 2018. Fenty Skin is positioning itself as the "the new culture of skincare," according to a splash page on FentyBeauty.com. Historically, brick and mortar sales drove growth within the beauty industry. Want to read all 36 pages? Kurkure' by Pepsi after laysVI. Nonetheless, Fenty continued this explosive strategy through perfectly-timed product launches. Rihannas posts usually showcase her using Fentys products authentically and playfully. Huda Beauty has determined that its most effective strategy of marketing is through the use of social media. Since the brand sells different shades and colors, diverse influencers from all backgrounds are able to film reviews of the product. In this article, well explore Fentys history to explore the lessons the beauty industry can learn from the brand and how they continue to increase brand awareness. 2. 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 post 410 times daily. It made it clear who their consumers were. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. Lays by PepsiII. With the global beauty industry generating over $500 billion in sales per year according to McKinsey, and a global pandemic that has shifted our consumption habits to a much . The launch of this product was such a success, it even had celebrities like Gabby Sidibe and Mindy Kaling tweeting about how much they loved the new products. These posts make it easy for viewers to relate to the products. Our approach to inclusion marketing has always been about showing, not telling. In fact, we never once used the word inclusive in our messaging. Fenty Beauty still practices inclusion through their social media pages. Icon Velvet Liquid Lipstick. Its also managed to carve out a niche audience for itself: luxury beauty lovers with a smaller budget. Long-term strategies lead to long-term wins! Fenty Beauty's strategy (be it intentional or unintentional) to leverage an infrastructure that allows for bidirectionality between their products and consumers, and between consumers themselves, has led to a living, breathing and growing community that supports one another, and in turn upholds the brand. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. A bunch of social media users have done very well in self-branding. The brands Twitter account (boasting 755.4K followers), functions in a similar way mainly posting and retweeting memes and promotional content. Since then, the singers tweets have been largely promotional for Fenty, and while off-the-cuff tweets are now rare, they always relate to the Fenty brand. After Fenty Beauty's launch, many of the top makeup brands rushed to catch up. Marketing Strategy and SWOT analysis of UPS, 8 steps to a complete archetypal branding, Marketing Strategy and SWOT Analysis of Shein, Marketing Strategy and SWOT Analysis of Kia, customers and employees are feeling very disaffiliated from society or recognize values at odds with those of society at large, the use of your product is to destroy something or is genuinely innovative, your product is not very good for people so that utilizing it is similar to thumbing your nose at societys ideas of what establishes health, your goods help maintain values that are threatened by prevailing ones or pioneers new and unprecedented attitudes, Spend most of their free time with family and friends, Prefer pubs and clubs when going out, somewhere they can consume alcohol, and have fun, They are not really involved in cultural events and activities, Arent that informed on technology, hence their limited computer use, Favor passive holidays near home rather than traveling abroad, Consume media mainly for entertainment, and source of information, Are average press consumers, and above-average radio listeners.