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. "It's terribly frustrating. The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are emotionally meaningful to the consumers you serve. Shop Now. 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? Call us at 301-498-6656 or It was a lesson to the beauty industry that there was a need for inclusivity in their product lines. The Fenty Beauty line offers a foundation in over 40 different shades so people of all colors can find the perfect match. Fenty Skin is set for release July 31. 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.. This article examines Rare Beauty's marketing strategies using the 4 Ps of marketing (product, place, price, and promotion) and the various other strategies the brand employs. Among those, makeup brands are more common. biggest beauty brand launch in YouTube history. Fenty Beauty had become the new industry standard for inclusive, high-quality, affordable makeup. Last year Sephora released a study it completed on racial bias. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. You know the type the ones that are popular with folks like the Kardashians, Gwyneth Paltrow, and several other famous faces adding their names to brands to boost growth and revenue. Consumers wanted a diverse beauty product that promoted multiculturalism and inclusivity. 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. The brand is also known for partnering with several social media influencers. 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. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. 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%. Fenty Beauty made the case for inclusivity and won. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. Joe Harper. it includes tutorials and beauty tips. How does a beauty brand generate 500 million euros in sales in its first year? The company was valued at $471 million in 2018. The singers Twitter also comprises promotional posts about Fenty. By Karen Tang and Tricia McKinnon. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as . Honda generators by HondaV. 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. She used her own experience as a starting point, inspired by the number of times shed walked away from the makeup chair disappointed. Customers are continually looking for diverse beauty products that promote inclusivity. 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. Rihanna is well aware that this vibe will hit the right note with Fentys audience. Exclude no one Inclusivity. Of course, Fentys success on YouTube isnt owed solely to the brands own channel. These hashtags have 145k and 4.5M posts respectively. 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. captions and comments, You can almost imagine Rihanna being the one typing. And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. This is the fastest way to reach the company's target, as billions of people in the world use it. 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. 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. The brands Twitter account (boasting 755.4K followers), functions in a similar way mainly posting and retweeting memes and promotional content. The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. Fentys success is, however, quite clear, with the brand generating $100 million within the first 40 days of its launch. Fenty Beauty still practices inclusion through their social media pages. In some . Updated February 5, 2023 Famous creatives hold so much influence and power. Many top brands immediately expanded their range after the Fenty launch, and it belittled earlier claims that it was too difficult to achieve this. Gloss Bomb Heat Universal Lip Luminizer + Plumper. 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.". Learn how you can use Latana to improve your brand marketing and grow faster. Fenty Skin is positioning itself as the "the new culture of skincare," according to a splash page on FentyBeauty.com. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Read more to find out how. Header Image Source: Photo by Jazmin Quaynor on Unsplash 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. Kurkure' by Pepsi after laysVI. It is no coincidence that theres also a focus on some performative elements like bright gold highlighters. The fragrance sold out quickly and it wasn't until May 2022 that the second, highly-anticipated drop arrived. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. She usually brings a level of fun to the beauty brand, making it attractive to its youthful audience. 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. 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. Just like the Instagram posts, the videos on the YouTube account show the authentic and casual sides of Fenty and Rihanna. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. Rihannas efforts garnered about $72 million the first month after the launch. All Rights Reserved. Lets delve into it and see if all they had to do was rely on Rihannas influence. And the response has been largely positive. The Icon Velvet Liquid Lipstick stands by its name because it was what Rihanna wore at her iconic 2022 Superbowl . FentyBeauty launched in 2017 in 17 countries all at once, at 1,620 stores (exclusive to Sephora in the United States and exclusive to Harvey Nichols in the UK) a rather unprecedented move that likely would have been more difficult or impossible to execute without the LVMH partnership. However, in 2019, Rihanna changed this to an image of herself at the Fenty Paris launch party. Additionally, Fenty also provides a practical function for their wide range of Match Stix. Our marketing mission was underway to build a beauty brand for the next generation. It was too late. 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. Four beauty brands with incredible content marketing strategies are Allure, Sephora, Byrdie, and L'Oral. Since the influencers are raising awareness of the products, the brand could reach potential customers in different locations. After Fenty Beauty's launch, many of the top makeup brands rushed to catch up. The range was celebrated for also including those with albinism. Rihanna, from the beginning wanted to serve everyone. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. Rihanna doesnt shy away from using her fame as an asset for the social media strategy. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! In case you're wondering about #FentyBeauty on dark skin, issa YES for me dawg. Enjoy! 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. 14.pdf, True War Story Essay rev 5:13:22 Page 2.odt, 2010 M 28 Full Time Engineer 2008 F 29 Full Time Engineer 2008 M 29 Full Time, Logical flow to and from entities processes and data stores One element of data, 69 Average human males are most likely to be attracted to women with a waist to, A vector basis 1 2 n for the underlying vector space will be a basis, Thank you M'am (Author's Purpose +Mood).docx, Nike has achieved unparalleled success in its markets based on this mission, 202202152500 Skills for management and professional development 1&2.docx, How does the author provide context for the word ignominious a by explaining an, Also it is important to remember that leaders cannot successfully lead others, Martha's Consuming 2,500 kilocalories per day,but her energy needs are 2,000 kilocalories per day. Most beauty companies began to also reinvent their Instagram feed to showcase diversity. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. Sephora also provided Fenty with great merchandising and product placement in-store and online. 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. 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. 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. Videos cover Rihannas involvement in the development of products and brand strategy, as well as useful beauty tutorials and insights on new releases. 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.