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. From the Kardashians to Gwyneth Paltrow, famous faces have been adding their names to brands in the hope that their star power will help boost growth and revenue. Whats more, all of Fentys brand marketing has been unique in that it features mainly Black, Asian, and minority ethnic (BAME) models and celebrities including Mindy Kaling and Naomi Campbell. Shop Now. 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. As Instagrams users fit perfectly into Fentys ideal target audience, using this platform to reach potential consumers makes perfect sense. The brand doesnt rely solely on Rihannas profile as Fenty also has a dedicated Instagram page with over 10 million followers. 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. The fear is that the products released may not be a good match for the various skin tones. From creative influence to consumer power, the figures say it all. The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. Although Rihanna could have stepped into the beauty arena on her own like Kylie Jenner did when she launched Kylie Cosmetics online Rihanna decided to start by entering into a lucrative partnership with LVMH. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. With over 10M followers on Instagram and 641K on Twitter, I think we can agree that Fenty beauty has their social media strategy on lock. Laurel, Maryland 20708. Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. Rihanna focuses on all women and now all women want her products. Having made an appearance right before the holiday season, many fans received products from this collection as gifts from their family and friends and shared posts about it online. 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. She used her own experience as a starting point, inspired by the number of times shed walked away from the makeup chair disappointed. 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." Fenty Beauty still practices inclusion through their social media pages. And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. Fenty Beauty was created by Rihanna in 2017. The fragrance sold out quickly and it wasn't until May 2022 that the second, highly-anticipated drop arrived. Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. 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. 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. Icon Velvet Liquid Lipstick. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. Development of an IMC plan is the major graded component in this course. Fenty Skin is positioning itself as the "the new culture of skincare," according to a splash page on FentyBeauty.com. 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. Find out here. Ready to grow your 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. Fenty Beauty uses models from many ethnicities allowing the brand to become known as "the new generation of beauty". Published October 17, 2021. 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. 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. 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. The communication was built around inclusivity, especially with the 40 shades foundation assortment. Fenty Beauty x Influencers. pic.twitter.com/6FoFIaI3f4, A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty). Top retailers use AI-powered campaigns to engage their most valuable customers. Naturally, several other brands took the initiative after Fentys successful launch and offered similar products for people of color. 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. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. Powered by - Designed with theHueman theme. Inclusive is how we were defined by the press and consumers. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. According to BoF, Rihanna's Fenty Beauty range did nearly 500 million in its first full year in business, which has outsold its biggest rival Kylie Cosmetics. These rare and valuable touchpoints will . Rihanna kept up with this trend by making appearances at brand launches in various fashionable cities like London, Madrid, and Paris. Lays by PepsiII. It used to be an indie brand that turned global since it is now owned by the LVMH group. Heres how we did it and three lessons we learned along the way. 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. By using the 4-Facets of Brand Positioning, let's take a look at Fenty Beautythis boundary-breaking icon. Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. Answer all parts please Keeping brand development strategies in mind, answer the following questions in ONE line only.I. CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. Consumers all over the world are clamoring to smell like the Fenty founder and while the $140 price tag isn't cheap, it's still nowhere near as expensive as some other luxury scents. But how exactly did the brands campaigns roll out across the different digital channels? prefer brands who are friendly and only 33% prefer snarky. Consumers wanted a diverse beauty product that promoted multiculturalism and inclusivity. 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. Enjoy! But, as consumers embraced digital shopping experiences throughout the pandemic, online sales became a significant revenue driver. Learn how you can use Latana to improve your brand marketing and grow faster. Rihanna and her team went with a very inclusive approach to her line. However, not every brand can get away with being sarcastic. Straight like dat, we in stores from December 26th!! Partnering with LVMH has many benefits. 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. . Fenty Beauty made the case for inclusivity and won. Gloss Bomb Heat Universal Lip Luminizer + Plumper. 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? That is,. When Rihanna announced that she would be launching her beauty brand Fenty in 2017, most people felt it would just be another celebrity-backed brand. The first time we showed the Fenty Beauty campaign trailer internally, a room full of business leaders, including myself, got very emotional. And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. In the summer of 2020, Rihanna launched Fentys very first skincare line: Fenty Skin. Shop Now $29. Fenty has always strived to be nothing but authentic. The YouTube videos cover Rihannas involvement in developing beauty products and brand strategy. Kween! 14409 Greenview Drive, Suite 200 To foster organic long term growth, LVMH invests heavily into its brands, including product innovations, creative teams and initiatives around art. Just ask Rihanna. which referred back to one of her tweets from 2017. Rihanna also posted a photo of herself and A$AP Rocky with the caption "No matter who you are, you deserve to have great skin!" One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. Last year Sephora released a study it completed on racial bias. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. There is a major infusion of Rihannas personality into the brand. The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. Rihannas makeup line has blown the cobwebs off what we once assumed was an over-saturated industry. Different types of social media platforms can be managed to target ideal customers. Theres a synergy between all of Rihannas brands. I feel almost emotional? 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. We can expect to see more collaborations in the future between her brands . Fenty also offers top-quality products, and Rihanna continually focuses on maintaining her quality. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. This sentiment was achieved and even extended to the imagery used on Fenty's Instagram posts announcing and promoting the fragrance, seen above. About the foundation. 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? Charg de Marketing et Communication Unibail-Rodamco juin 2015 . Thats the idea behind the growing influencer movement. 1. Let's take a look at some of the most effective ways Fenty has increased brand awareness. This was the period when the eyes of the world were on the lookout for what was next in style. Sephora. 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. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. However, in 2019, Rihanna changed this to an image of herself at the Fenty Paris launch party. They revolutionized the makeup business by launching with a 40-shade foundation range. 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. We're here to help brands make better marketing decisions by delivering world-class, scalable insights. We're making content recommendations better for thousands of readers. 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. They are well versed in the meme language. Updated February 5, 2023 Famous creatives hold so much influence and power. Partnering with social media influencers has also been incredibly helpful in spreading awareness. They were solving a problem a lot of women. Huda Beauty has determined that its most effective strategy of marketing is through the use of social media. Fans, beauty bloggers, and makeup artists were all present at the brands launch party in New York City during Fashion Week. Built around Rihanna's persona, Fenty Beauty has a mandate of inclusivity: "Beauty for All", focused on a wide range of shades for traditionally hard-to-match skin tones, with formulas that work for all skin types and pinpoint universal shades. 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.. It also includes valuable beauty tutorials and provides insight into new product releases. We received photos of lines forming outside of our retailers stores around the world. Throughout the video, Bright chats to her viewers while simultaneously reviewing products and explaining how and why shes using them quite similar to how someone working a makeup counter would operate. 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. Since its launch, the brand was named by Time Magazine's best inventions of 2017. The Navy Collection 5-Piece Lip, Eye + Accessories Set. By having Rihanna and her vision as our north star, we were able to nail the execution of the Fenty Beauty launch with integrity. . Whats more, it even included some of her A-list friends. 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. Our dream was to create the biggest brand launch in beauty history. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. 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. Published on August 05, 2021. But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. Just like the Instagram posts, the videos on the YouTube account show the authentic and casual sides of Fenty and Rihanna. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as . 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.