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. Enjoy! They post 410 times daily. Sign up for our Newsletter to receive free, insightful tips on all things brand! Rihanna launched her makeup line Fenty Beauty with the goal of satisfying a multicultural customer base. Read more to find out how. But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. which referred back to one of her tweets from 2017. This is the fastest way to reach the company's target, as billions of people in the world use it. 7up by PepsiIII. The only link on her bio also directly leads to the Fenty Beauty website. The Quorn brand is expected to become a billion-dollar business by 2027. 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 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. In August 2021, Fenty dropped the much-anticipated Fenty EUR DE PARFUM, dubbed by Rihanna "a memory encapsulated in into a fragrance. 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. Customers are continually looking for diverse beauty products that promote inclusivity. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. Fenty reached 500M euros of sales in the first year. Fentys products focus on solving their customers pain points. 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. What resulted is a movement that shifted the beauty industry. It is no coincidence that theres also a focus on some performative elements like bright gold highlighters. 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. Various trademarks held by their owners. November 25, 2021. Fenty Beauty by Rihanna (source: Sephora) "Fenty Beauty by Rihanna was . Updated February 5, 2023 Famous creatives hold so much influence and power. Learn how you can use Latana to improve your brand marketing and grow faster. I feel almost emotional? Fentys products arent only innovative, they also offer aesthetics. Tarz (clothing line) by HabitIV. Apart from implementing Fenty Beautys marketing strategy, you could also learn from the practical ways Fenty has increased awareness and recognition of its brand. When Fenty Beauty launched in 2017, it was named by TIME as one of the best inventions of that year. 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. The beauty industry has a long history of not offering inclusive representation for everyone. On top of her loyal social media following, Rihanna's impressive reputation instantly worked to lift Fenty Beauty off the ground. 3. The fear is that the products released may not be a good match for the various skin tones. Fenty Beauty still practices inclusion through their social media pages. Normally a launch does not include the entire range of colors. The brand also posts reports from customers wearing and using Fenty products on themselves. However, thanks to Rihannas product-savviness and preference for high-quality, she's yet to deal with any similar PR disasters which has made it much easier to build a stronger, more sustainable brand. Learn more about the brand performance of the world's most inclusive beauty brand. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. This creates an inclusive beauty community where everyone is welcome and if you dont know how to work your makeup well, they have tutorials to guide you. 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. It also includes valuable beauty tutorials and provides insight into new product releases. It was a lesson to the beauty industry that there was a need for inclusivity in their product lines. One mistake could derail the entire marketing plan. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. What you may not know is thatFenty Beauty was created in collaboration with LVMHs Kendo Beauty division. To become a Vogue Business Member and receive the Sustainability Edit newsletter, click here. Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. They are very intentional about posting more than 1 skin tone in every few posts. LVMH called the launch of Fenty Beauty: the first-ever global beauty launch in history.. The fact that there are 40 shades of foundation is empowering, celebratory and establishes Fenty as a pioneer within the beauty market. And Fenty was an instant smash hit because they excelled at doing what other beauty brands have been struggling with for years: connecting with real people. 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. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. Whats more, it even included some of her A-list friends. Fentys success is, however, quite clear, with the brand generating $100 million within the first 40 days of its launch. If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. This was insanely difficult from an operational perspective. Many undertones, such as olive ones like mine, were also underserved in beauty. 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. Shop Now $29. 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. Fenty Beauty made the case for inclusivity and won. 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. 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. 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. Course Hero is not sponsored or endorsed by any college or university. 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. 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. Many top brands immediately expanded their range after the Fenty launch, and it belittled earlier claims that it was too difficult to achieve this. 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. By using the 4-Facets of Brand Positioning, let's take a look at Fenty Beautythis boundary-breaking icon. And direct sales surpassed all of our estimations, crashing our website. 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. Lets take a look at a few examples. We're here to help brands make better marketing decisions by delivering world-class, scalable insights. Heres how we did it and three lessons we learned along the way. As many people know, Fenty Beauty launched with 40 shades of foundation. There was no precedent to our radical approach to inclusivity. Here are 4 steps they follow, Why durable solutions are needed to build the future of audiences, A data-privacy team can support your privacy transformation. At least that was the message from the updated UNFCCC Fashion Industry . Since 2005, Rihanna sold over a total of 250 million records worldwide, making her one of the best-selling artists of all time. By offering high-quality products at lower prices. Then I also wanted things that girls of all skin tones could fall in love with. The consumer and market reactions were phenomenal. The brands Twitter account (boasting 755.4K followers), functions in a similar way mainly posting and retweeting memes and promotional content. This latest example of Fenty embracing diversity has allowed the brand to connect with a new target audience that was previously ignored: plus-size men. 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. PART 1.A. Plus, Rihanna knows this is the vibe that will hit the right note with Fentys audience. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. Kendo was created in 2008 as an incubator by LVMH as a way to create brands that could be sold in LVMH owned Sephora. However, not every brand can get away with being sarcastic. Additionally, Fenty displayed a diverse range of models from different backgrounds, ethnicities, and styles in their campaign launch video. 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. 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. We received photos of lines forming outside of our retailers stores around the world. The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. . Want to read all 36 pages? Fenty Beauty had become the new industry standard for inclusive, high-quality, affordable makeup. But then the pandemic hit. Just like the Instagram posts, the videos on the YouTube account show the authentic and casual sides of Fenty and Rihanna. While most beauty brands have a 1% fan engagement on average, Fenty Beauty's Instagram account was able to reach 10.41%, and generated almost 80K influential posts within the first month . Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you . Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. The singers Twitter also comprises promotional posts about Fenty. Although brands once struggled with the best way to approach the diversity issue, Fenty showed that brands have a responsibility to tackle them head-on. Different types of social media platforms can be managed to target ideal customers. You really dont know its happening until its happened. She had the existing brand recognitionand she wanted to prove her products were high quality. Fenty Beauty launched initially with just makeup in 2017. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. If you havent thought about inclusivity in your advertising, Id encourage you to make the case for it. The company's total revenue as released by LVMH was 570 million USD. However, many people on social media were quick to point out that it wasnt actually the case. Lifebuoy Shampoo by UnileverVII. In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Expertise from LMD communications gurus to help you market smarter. 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. After Fenty Beautys launch, many of the top makeup brands rushed to catch up. 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? How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. Do you like this content? Many celebrities have their own product lines but few change an entire industry. 2023 Latana GmbH. The goal of most top companies was to catch up with Fentys impact. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. Rihanna is well aware that this vibe will hit the right note with Fentys audience. 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. it includes tutorials and beauty tips. Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. Fentys success on YouTube can also be attributed to the brands channel. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Header Image Source: Photo by Jazmin Quaynor on Unsplash 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. She also changed how she used her Twitter account to spread the word about Fenty. They know what internet slangs are trending and tap into it to communicate with their audience. This allowed so many women to find themselves in the brand and feel included. Joe Harper. This also puts LVMH at the forefront of "the new" and acts as its own campaign in helping the world discover talent. Setting up a brand in a foreign country can be challenging if the country is not market prepared for the product being offered. Take a look at one of Patricia Brights Fenty videos, pictured above. This has resulted in an unprecedented buzz in the beauty industry. 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! Even though not all of Rihannas social media followers purchase Fentys products, theyre well aware of the brand. They were solving a problem a lot of women. 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. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. 2. You never forget it.". 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." Here's some advice from fellow marketers. Fenty Beauty connected emotionally with women who had long been treated as though they didn't exist by the beauty industry. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. Instagram users perfectly fit into Fentys ideal target audience. 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. 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. Rihanna focuses on all women and now all women want her products. On-Time Delivery! Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Among Fentys competitors, the most extensive foundation ranges top off at around 33 shades, and historically, consumers with darker skin tones had to wait long periods for their shades of products. But, as consumers embraced digital shopping experiences throughout the pandemic, online sales became a significant revenue driver. 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. While people are looking for products that work, they also want makeup products that look good. 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. biggest beauty brand launch in YouTube history. Just ask Rihanna. 4 Ps of Marketing Product Rare Beauty sells makeup products for the face, lips, and eyes. Our marketing mission was underway to build a beauty brand for the next generation. prefer brands who are friendly and only 33% prefer snarky. Fenty Skin is set for release July 31. In this work, a strategic marketing plan for the Fenty Beauty skin foundation will be proposed, and the implementation of the integrated marketing communications (IMC) approach will be discussed. 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. 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. Are you looking for the perfect name for your fashion house? Whether its an online engagement or the use of creative endeavors, customers are always looking for a genuine connection that they can identify with. The ProFiltr Foundation is one of Fentys most iconic products, as it offers an impressive number of shades covering pretty much every skin tone. When Rihanna announced her new beauty brand, Fenty, in 2017, many could be forgiven for thinking it would turn into just another celebrity-backed brand. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. A match made in heaven! And, just like Rihanna's other products, is extremely well-thought-out and sticks to the brand's visual identity. Simply put, Fenty Beauty produced a higher quality product than its competitors. In just two short years, she had made a name for herself and when the decision came to focus on other branches of the brand, they had already accumulated a large following. This hashtag is used to school their followers on how to get the best use of their products. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. Furthermore, Fentys products are incredibly high-quality. 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. 1. 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. Every brand needs to know who its target audience is, and this is one area where Fenty has truly excelled. 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. At the time, there wasn't a brand that truly reached everyone from the lightest skin to the . The highly-rated, cult-fave foundation has a whopping 59 shades, and the brand continues. 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. But how exactly did the brands campaigns roll out across the different digital channels? And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. Historically, brick and mortar sales drove growth within the beauty industry. Innovative and forward thinking, Fenty promotes inclusivity for all. 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. Fenty Beauty is marketed as a high-quality, affordable line that is perfect for . Lets dive right into it. Another way Fenty has been able to carve out its place in the beauty world? 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. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. 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 . Rihanna doesnt shy away from using her fame as an asset for the social media strategy. Call us at 301-498-6656 or These hashtags have 145k and 4.5M posts respectively. In some . Working with LVMH also gave Fenty Beauty the infrastructure necessary to launch a brand on a globalbasis almost instantly. Rihannas efforts garnered about $72 million the first month after the launch. Fentys launch was explosive because it took place during a critical time in the makeup and fashion industry: New York Fashion Week. She decided to invite a host of influencers to the brands launch. 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. Fans, bloggers, and celebrities began purchasing the makeup line and took to social media to provide honest feedback on the products. In case you're wondering about #FentyBeauty on dark skin, issa YES for me dawg. The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. All skin types. 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. The Icon Velvet Liquid Lipstick stands by its name because it was what Rihanna wore at her iconic 2022 Superbowl . Fenty has been at the forefront of the cosmetic industry since its launch. After Fenty Beauty's launch, many of the top makeup brands rushed to catch up. Sandy Saputo, Chief Marketing Officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. 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. The results exceeded all of our expectations. Cookies help us deliver our services. About the foundation. Its also managed to carve out a niche audience for itself: luxury beauty lovers with a smaller budget. Rihanna and the geniuses behind Fenty know a thing or two about increasing brand awareness.

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