The results exceeded all of our expectations. 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. They know what internet slangs are trending and tap into it to communicate with their audience. Fenty shocked the beauty scene in Sept. 2017 with its disruptive approach to inclusive makeup. Every brand needs to know who its target audience is, and this is one area where Fenty has truly excelled. In 2017, Rihanna launched her Fenty Beauty line, which later named by Time Magazine as one of the best inventions of 2017. Icon Velvet Liquid Lipstick. From creative influence to consumer power, the figures say it all. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you will be focused on an assigned project, while being introduced to and fully integrated into the daily activities of your team. Fenty Beauty: A Star-Power Marketing Case Study. Naturally, several other brands took the initiative after Fentys successful launch and offered similar products for people of color. Get weekly updates about our new articles by subscribing to our newsletter. Fenty has been at the forefront of the cosmetic industry since its launch. Development of an IMC plan is the major graded component in this course. Rihanna also posted a photo of herself and A$AP Rocky with the caption "No matter who you are, you deserve to have great skin!" We can expect to see more collaborations in the future between her brands . Mohamed a galement su prendre en compte et s'adapter . In August 2021, Fenty dropped the much-anticipated Fenty EUR DE PARFUM, dubbed by Rihanna "a memory encapsulated in into a fragrance. Some artists establish their brands once they get huge recognition. Combining the scents of magnolia, blueberry, bergamot, tangerine, incense, Bulgarian rose absolute, and more Fenty's scent is all at once vibrant and seductive. Please enable Javascript to see this feature. Senior Marketing Manager Europe @Fenty Beauty by Rihanna + Fenty Skin (LVMH) Paris, le-de-France, France . She provided makeup kits for everyone to take home, and invited her guests to provide honest feedback about the products. However, what is impressive is its blend of content which includes testimonies and reviews from some of the most respected influencers in the beauty industry. You never forget it.". Rihanna and her team went with a very inclusive approach to her line. 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. 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. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. 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. From social media to influencer marketing, theyve been massively successful in spreading the word about all of Fentys products. But, as consumers embraced digital shopping experiences throughout the pandemic, online sales became a significant revenue driver. Many undertones, such as olive ones like mine, were also underserved in beauty. Fenty doesnt rely solely on marketing and branding to win over its target audience. Cookies help us deliver our services. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. Fenty Beauty is marketed as a high-quality, affordable line that is perfect for . The company was valued at $471 million in 2018. Download this mini-report on Fenty Beauty's brand performance in the US to see just how much of a splash it has made. It is no coincidence that theres also a focus on some performative elements like bright gold highlighters. By having Rihanna and her vision as our north star, we were able to nail the execution of the Fenty Beauty launch with integrity. But what if you could use a celebritys existing brand loyalty to catapult your product launch? She changed her Twitter profile picture to herself at the Fenty Paris launch party in 2019. She used her own experience as a starting point, inspired by the number of times shed walked away from the makeup chair disappointed. But then the pandemic hit. . Simply put, Fenty is doing more than just appealing to a diverse audience to boost its sales and reputation. A bunch of social media users have done very well in self-branding. Not just dark-skinned consumers but everyone. 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. Different types of social media platforms can be managed to target ideal customers. This forward-thinking approach, alongside a strong brand marketing strategy, led to Fenty generating a remarkable $100 million in its first 40 days alone. Leverage the Assets You Have. If you know what youre doing, TV advertising on niche channels can expose a brand to new consumers within their target market. This accounts posts range from promotional content and information on products to memes and tutorials. This is a great strategy for a brand that offers a lot of products. The parent companies listed for Fenty Beauty are Fenty Corp, LVMH and Kendo Holdings. The beauty giant provided the cosmetic industry with a template to borrow from.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'440industries_com-leader-3','ezslot_16',838,'0','0'])};__ez_fad_position('div-gpt-ad-440industries_com-leader-3-0'); Without a good product, diversity and timing would be unimportant. Updated February 5, 2023 Famous creatives hold so much influence and power. 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. The recent years have been exciting for diversity in the beauty industry. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. A sportswear business can be quite profitable, especially with the correct name. Rihanna kept up with this trend by making appearances at brand launches in various fashionable cities like London, Madrid, and Paris. Available at @Sephora, @HarveyNichols, and @BootsUK !! 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. 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. Lifebuoy Shampoo by UnileverVII. 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. The Icon Velvet Liquid Lipstick stands by its name because it was what Rihanna wore at her iconic 2022 Superbowl . Since the brand sells different shades and colors, diverse influencers from all backgrounds are able to film reviews of the product. Its mostly targeted at college students. 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. Videos cover Rihannas involvement in the development of products and brand strategy, as well as useful beauty tutorials and insights on new releases. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. These posts make it easy for viewers to relate to the products. Distributing content around the world in real time required surgical precision. As the brand sells a huge range of different shades and colors, thousands of influencers are able to film product reviews. 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. In the summer of 2020, Rihanna launched Fentys very first skincare line: Fenty Skin. As many people know, Fenty Beauty launched with 40 shades of foundation. After Fenty Beautys launch, many of the top makeup brands rushed to catch up. 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. Another is that 31 percent of the beauty companies that . The only link on her bio also directly leads to the Fenty Beauty website. To explore this content and receive communications from Google, please sign in with an existing Google account. Fenty Beauty launched initially with just makeup in 2017. High quality products. She bolsters the brand on her channel, and it is a top factor that contributes to the impressive start of Fentys success. Their instagram feed is a mix of product shots and User Generated Content. By Using Rihanna's Social Media Accounts to Raise Awareness 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? The Fenty Beauty by Rihanna YouTube channel currently has 789,000 subscribers thats a lot of people who are notified every time the brand uploads a video! Sharing marketing knowledge and things i find interesting. 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. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. Her vision of "Beauty for All" became our marketing mission. It also helps that Fenty Beauty products have distinctive names. According to Sprout Social, 83% of people. And the response has been largely positive. it includes tutorials and beauty tips. A singer, songwriter, fashion designer, and all-around icon, Rihanna burst on the scene in 2005. By the end of its first full calendar year of operation, it had generated $550 million in revenue, making it more successful than other. This sentiment was achieved and even extended to the imagery used on Fenty's Instagram posts announcing and promoting the fragrance, seen above. 3. 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. PART 1.A. 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. Customers are continually looking for diverse beauty products that promote inclusivity. However, in 2019, Rihanna changed this to an image of herself at the Fenty Paris launch party. It was too late. 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.". Investment in innovation and its houses. Kendo was created in 2008 as an incubator by LVMH as a way to create brands that could be sold in LVMH owned Sephora. Apart from implementing Fenty Beautys marketing strategy, you could also learn from the practical ways Fenty has increased awareness and recognition of its brand. They revolutionized the makeup business by launching with a 40-shade foundation range. Fenty Beauty uses models from many ethnicities allowing the brand to become known as "the new generation of beauty". We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. 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. 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. featuring Rihanna and BAME models, including Jessie Li and Slick Woods, Fans, beauty bloggers, and makeup artists. They were solving a problem a lot of women. In the first month alone, the brand made a whopping $72 million. 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. Shop Now $29. Now the brand wants to take that strategy to skin care. Fenty also offers top-quality products, and Rihanna continually focuses on maintaining her quality. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as . Press and consumers ultimately saw a fun and flawless execution, but what they didnt see were the efforts of more than 500 global leaders across brand and merchandising, supply chain, marketing, social, and retailer teams doing synchronized swimming to pull it off. Theres a synergy between all of Rihannas brands. Lets dive right into it. Fenty Beauty was named Time magazines Best Invention of 2017. Just ask Rihanna. Its no surprise, therefore, that most people want to know what the Fenty Beauty marketing strategy is and why it works so well. Of course, Fentys success on YouTube isnt owed solely to the brands own channel. prefer brands who are friendly and only 33% prefer snarky. Lahore University of Management Sciences, Lahore, University of Maryland, University College, Mangosuthu University of Technology - Durban, BRIANNA-HILGER-24444043-DMKT325-2101B-U4-IP.pptx, Presentation - Group 9 - Victoria's Secret - Section V .pptx, Activity 2 - Consumer Influence Worksheet (6).docx, A 23 yr old patient who has a history of fluctuating weight gains and losses 3 A, Exploring Beliefs About Significant World Events.docx, Intro Adm. For Further Thought Ch. This Fenty Beauty marketing strategy helped other makeup brands acknowledge that they did not rigidly define their customers as they thought. Sign up for our Newsletter to receive free, insightful tips on all things brand! This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. Fentys launch was explosive because it took place during a critical time in the makeup and fashion industry: New York Fashion Week. Thank you @rihanna!!! Rihanna understood women with darker skin and special skin conditions struggled to find makeup that was suited for their skin. Add To Bag. Additionally, Fenty also provides a practical function for their wide range of Match Stix. However, Rihanna did something different from all the other celebs. Check here for some name suggestions and tips on creating catchy fashion house names. The fact that there are 40 shades of foundation is empowering, celebratory and establishes Fenty as a pioneer within the beauty market. However, it does not enjoy the same mainstream success of other brands.. Kween! The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. There is a major infusion of Rihannas personality into the brand. One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. This strategy successfully sets them apart from other beauty brands that are yet to practice this innovation. As Instagrams users fit perfectly into Fentys ideal target audience, using this platform to reach potential consumers makes perfect sense. Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. Here's some advice from fellow marketers. 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, from the beginning wanted to serve everyone. Luckily, this is a top Fenty Beauty marketing strategy which is one of the reasons Fentys word-of-mouth marketing was off the charts. Fenty capitalized on this focus to achieve one of the biggest launches in the beauty industry. 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. 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. 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 . Growth and Distribution Network The company has grown rapidly through its partnership with Sephora and department stores like Harvey Nichols. The company's total revenue as released by LVMH was 570 million USD. 1. 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. $58.00 ($78 Value) Fenty Icon Semi-Matte Refillable Lipstick Set. Charg de Marketing et Communication Unibail-Rodamco juin 2015 . 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Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. The communication was built around inclusivity, especially with the 40 shades foundation assortment. Think about it raising awareness for 57 million people with just a few Instagram posts is no small feat! We're making content recommendations better for thousands of readers. Although all makeup brands cant be Fenty, below are some lessons from the beauty giant. Just check out some of the comments viewers have left behind on the video linked to above: Weve already touched on the fact that Rihanna spotted a huge gap in the beauty industry a lack of diversity and was able to capitalize on it to help Fentys brand awareness skyrocket. Gloss Bomb Heat Universal Lip Luminizer + Plumper. 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. But how exactly did the brands campaigns roll out across the different digital channels? The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. Additionally, Fenty displayed a diverse range of models from different backgrounds, ethnicities, and styles in their campaign launch video. 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.