Theres a synergy between all of Rihannas brands. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. Even though not all of Rihannas social media followers purchase Fentys products, theyre well aware of the brand. She used her own experience as a starting point, inspired by the number of times she'd walked away from the makeup chair disappointed. You never forget it.". The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. Distributing content around the world in real time required surgical precision. Videos cover Rihannas involvement in the development of products and brand strategy, as well as useful beauty tutorials and insights on new releases. This sentiment was achieved and even extended to the imagery used on Fenty's Instagram posts announcing and promoting the fragrance, seen above. Many top brands immediately expanded their range after the Fenty launch, and it belittled earlier claims that it was too difficult to achieve this. This accounts posts range from promotional content and information on products to memes and tutorials. Today, Fenty Beauty's marketing strategy is to provide beauty for all. The fashion industry will only achieve its sustainability targets if brands dedicate communications to making sustainable lifestyles desirable. One brand that has succeeded with this strategy is Fenty Beauty, which is a new line of beauty products created by Rihanna. Add To Bag. Fenty Beauty was created by Rihanna in 2017. 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. She also changed how she used her Twitter account to spread the word about Fenty. There is a major infusion of Rihannas personality into the brand. Working with LVMH also gave Fenty Beauty the infrastructure necessary to launch a brand on a globalbasis almost instantly. We're making content recommendations better for thousands of readers. They are well versed in the meme language. But then the pandemic hit. If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. Whether its an online engagement or the use of creative endeavors, customers are always looking for a genuine connection that they can identify with. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. She constantly posts about the beauty brand to her followers through engaging video content and pictures when she makes use of the product. 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." Log in to help. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. All Rights Reserved. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. 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. Fenty Beauty x Influencers. Please enable Javascript to see this feature. This has resulted in an unprecedented buzz in the beauty industry. As an actress, model, artist, entrepreneur, and black woman, Rihanna recognized a critical need in the makeup industry for inclusive makeup shades that perform well on all skin types and tones: I wanted things that I love. However, Rihanna did something different from all the other celebs. They are very intentional about posting more than 1 skin tone in every few posts. The range was celebrated for also including those with albinism. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. 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. Fenty Beauty also saw record signups for future communications: email signups increased 800% and text opt-ins lifted 40%, continuing long after the launch. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. Since the brand sells different shades and colors, diverse influencers from all backgrounds are able to film reviews of the product. For example, if Rihanna had skimped on the quality of her products, influencers and social media followers could have easily turned against her just like they did with Kylie Jenners brand, Kylie Beauty. On top of her loyal social media following, Rihanna's impressive reputation instantly worked to lift Fenty Beauty off the ground. Many celebrities have their own product lines but few change an entire industry. Skincare brand, Fenty Skin has also collaborated recently with Fenty Beauty through an Instagram live where both brands discussed all things skin and beauty with Fenty Skins Ambassador and Fenty Beautys Global Makeup Artist. Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. 3. If you know what youre doing, TV advertising on niche channels can expose a brand to new consumers within their target market. The pricing strategy employed by Fenty Beauty is a crucial component of . 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. Rihanna is well aware that this vibe will hit the right note with Fentys audience. 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. Development of an IMC plan is the major graded component in this course. 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. 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. 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. There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. Download this mini-report on Fenty Beauty's brand performance in the US to see just how much of a splash it has made. One mistake could derail the entire marketing plan. 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. Never in my adult life have I seen a male model that has a similar body to mine. Find out here. LVMH called the launch of Fenty Beauty: the first-ever global beauty launch in history.. This full-coverage, long-wearing formula is what set Fenty Beauty apart from the day the brand launched. Partnering with social media influencers has also been incredibly helpful in spreading awareness. 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. However, not every brand can get away with being sarcastic. 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. She trusted her products quality, and it paid offa majority of the reviews were overwhelmingly positive. 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. The beauty industry continues to learn a thing or two with the many marketing strategies available. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. 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. Just me pullin up to Sephora to make sure @fentyskin is loaded! The only link on her bio also directly leads to the Fenty Beauty website. Get weekly updates about our new articles by subscribing to our newsletter. We had to break and disrupt all the traditional marketing rules and carve a new path. The company has a significant social media following and uses Twitter and Instagram to interact with customers, highlight its products, and promote inclusivity. How does a beauty brand generate 500 million euros in sales in its first year? They also mix their content with influencer posts and everyday peoples posts. Fenty Beauty: A Star-Power Marketing Case Study. Sharing marketing knowledge and things i find interesting. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! Within a few hours, the darker colors immediately sold out, which served as a wake-up call for the fashion industry. Other beauty brands with a diverse range of shades did not make marketing themselves as brands serving all as a central part of their business model. However, it does not enjoy the same mainstream success of other brands.. Additionally, Fenty displayed a diverse range of models from different backgrounds, ethnicities, and styles in their campaign launch video. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. Cookies help us deliver our services. And, just like Rihanna's other products, is extremely well-thought-out and sticks to the brand's visual identity. 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. Fentys success is, however, quite clear, with the brand generating $100 million within the first 40 days of its launch. . To become a Vogue Business Member and receive the Sustainability Edit newsletter, click here. It was a lesson to the beauty industry that there was a need for inclusivity in their product lines. It made it clear who their consumers were. And direct sales surpassed all of our estimations, crashing our website. By offering high-quality products at lower prices. The enticing role of products like this allows people to feel like theyre personalizing the visual story they create. Lifebuoy Shampoo by UnileverVII. Fenty Beauty was founded on September 8th, 2017 by musical artist Robyn Rihanna Fenty. Their posts are also highly relatable to their followers. 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. Get your customized and 100% plagiarism-free paper done in as little as 3 hours Let's start 322 specialists online Product Description $58.00 ($78 Value) Fenty Icon Semi-Matte Refillable Lipstick Set. Published on August 05, 2021. Fenty Beauty launched initially with just makeup in 2017. Back in 2014 when no one was looking, Rihanna registered the trademark for Fenty Beauty. 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. 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! 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.". Although all makeup brands cant be Fenty, below are some lessons from the beauty giant. Launched by Rihanna, the brand was widely anticipated and thus the retail concept needed to live up to expectation and leave a lasting . Lets dive right into it. This makeup brand launched a vast range of 40 foundation shades, which is unusual for a mainstream brand. 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. Powered by - Designed with theHueman theme. Thank you @rihanna!!! The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. Plus, Rihanna knows this is the vibe that will hit the right note with Fentys audience. Fenty Beauty. The consumer and market reactions were phenomenal. Since its launch, the brand was named by Time Magazine's best inventions of 2017. Updated February 5, 2023 Famous creatives hold so much influence and power. Rihannas makeup line has blown the cobwebs off what we once assumed was an over-saturated industry. Long-term strategies lead to long-term wins! Fentys Twitter presence is highly celebrated and was even nominated for a Shorty Award thanks to viral tweets that made appearances in Billboard and Teen Vogue. 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? Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. tor johnson liver and onions restaurant,