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 . The beauty industry has a long history of not offering inclusive representation for everyone. Get the latest information and insights into the world of brand. Laurel, Maryland 20708. 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? And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. 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. Lets take a look at some of the most effective ways Fenty has increased brand awareness. Within Fenty Beauty's first 15 months in business it made $570 million in revenue. Fenty Beauty is marketed as a high-quality, affordable line that is perfect for . Shop Now. After four days on Instagram . She used her own experience as a starting point, inspired by the number of times shed walked away from the makeup chair disappointed. This was insanely difficult from an operational perspective. Our approach to inclusion marketing has always been about showing, not telling. In fact, we never once used the word inclusive in our messaging. They are very intentional about posting more than 1 skin tone in every few posts. 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. Partnering with social media influencers has also been incredibly helpful in spreading awareness. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. 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. I feel almost emotional? 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. Our marketing mission was underway to build a beauty brand for the next generation. In some . Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. All Rights Reserved. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. Back in 2014 when no one was looking, Rihanna registered the trademark for Fenty Beauty. The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. A match made in heaven! Another way Fenty has been able to carve out its place in the beauty world? 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. However, it does not enjoy the same mainstream success of other brands.. They post 410 times daily. She constantly posts about the beauty brand to her followers through engaging video content and pictures when she makes use of the product. Fenty Beauty also saw record signups for future communications: email signups increased 800% and text opt-ins lifted 40%, continuing long after the launch. Fans, beauty bloggers, and makeup artists were all present at the brands launch party in New York City during Fashion Week. We received photos of lines forming outside of our retailers stores around the world. 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? Fentys products are made to be photographed and also photographed in. 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.. The Fenty Beauty content-marketing strategy gives Rihanna's brand a voice, providing platforms where her customers can also find theirs. 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. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. Fans, bloggers, and celebrities began purchasing the makeup line and took to social media to provide honest feedback on the products. Rihanna wanted her brand available to women everywhere around the world at the same time. 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. The five influencers who helped contribute to Fentys astonishing $53.6 million MIV were: Jeffree Star ($1.37M), Laila Loves ($1.1M), Nikkie Tutorials ($1.09M), Lizy P ($1.05M), and Tati Westbrook ($1.03M). Do you like this content? Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. 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 has a responsibility to uphold ethical behaviour when conducting its business by promoting a culture that observes and promotes ethics and the managers and leaders lead by example. Launched by Rihanna, the brand was widely anticipated and thus the retail concept needed to live up to expectation and leave a lasting . This hashtag is used to school their followers on how to get the best use of their products. The Fenty Beauty line offers a foundation in over 40 different shades so people of all colors can find the perfect match. They praised Rihanna for listening to their opinions and offering products that they called life-changing. Rihanna highlighted the feedback, reviews, and videos on Fenty Beautys social media channels. Rihanna and her team went with a very inclusive approach to her line. . This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. Fenty Beauty, created by singer Rihanna, is a new makeup line that is inclusive of all skin types and tones. 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. Since 2005, Rihanna sold over a total of 250 million records worldwide, making her one of the best-selling artists of all time. 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. Distributing content around the world in real time required surgical precision. This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. Gloss Bomb Heat Universal Lip Luminizer + Plumper. 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. Rihanna kept up with this trend by making appearances at brand launches in various fashionable cities like London, Madrid, and Paris. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. From social media to influencer marketing, the brand has successfully spread the word about its products. According to Sprout Social, 83% of people. She provided makeup kits for everyone to take home, and invited her guests to provide honest feedback about the products. The only link on her bio also directly leads to the Fenty Beauty website. 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. 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. But Fenty Beauty was not the first brand to offer 40+ shades of foundation. Fenty has always strived to be nothing but authentic. Whats more, it even included some of her A-list friends. Simply put, Fenty Beauty produced a higher quality product than its competitors. 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. 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. Using social media to communicate with its target audience is one of Fenty Beauty's primary initiatives. 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. 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. MRKT 354 Integrated Marketing Communications, University of Maryland University College, Concise Marketing Overview of the Product & Its Role in the Market, Type of Product Lifecycle & Benefits/Features Analysis, Current Supply Chain Members & Their Rolls, Part 1 Communications Objectives & Issues, Issues Impacting the Objectives Attainment, Part 2.1 Communications Strategy Recommandations, Part 2.a Marketing Communications Strategy Recommendations, Part 2.b Marketing Communications Strategy Recommendations, Part 2.c Marketing Communications Strategy Recommendations, Part 2.d Marketing Communications Strategy Recommendations, CONCISE MARKETING OVERVIEW OF THE PRODUCT. On top of her loyal social media following, Rihanna's impressive reputation instantly worked to lift Fenty Beauty off the ground. Course Hero is not sponsored or endorsed by any college or university. 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. Four beauty brands with incredible content marketing strategies are Allure, Sephora, Byrdie, and L'Oral. 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. 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. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. Cookies help us deliver our services. By offering high-quality products at lower prices. Find out here. The Business of Diversity: Fenty Beauty, Inclusive Marketing, and Social Media By: Vanessa Chen 1 Vanessa Chen Trinity College Dublin The Business of Diversity in the Beauty Industry: Fenty Beauty, Inclusive Marketing, and Social Media This research paper explores the business of diversity in the beauty industry, with a focus on Fenty Beauty's business, inclusive marketing strategies, and . Add To Bag. 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. The range was celebrated for also including those with albinism. While this might be a bit much for other brands, when you consider the fact that Fenty Beauty is a global brand it all begins to make sense to post that frequently. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. They are well versed in the meme language. 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. However, the same cant be said for the male fashion industry, as plus-size male models have been left in the shadows. Log in to help. 2 k . Ces femmes noires, rondes et fires qui bousculent les codes de la beaut. Investment in innovation and its houses. 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. Leverage the Assets You Have. This makeup brand launched a vast range of 40 foundation shades, which is unusual for a mainstream brand. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. 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. Top retailers use AI-powered campaigns to engage their most valuable customers. Even though not all of Rihannas social media followers purchase Fentys products, theyre well aware of the brand. Fenty Beauty: A Star-Power Marketing Case Study Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. However, Rihanna did something different from all the other celebs. This has been incredibly helpful in spreading awareness for the brand. Rihanna is well aware that this vibe will hit the right note with Fentys audience. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! which referred back to one of her tweets from 2017. 4 Ps of Marketing Product Rare Beauty sells makeup products for the face, lips, and eyes. Charg de Marketing et Communication Unibail-Rodamco juin 2015 . had which was having to mix 23 foundation shades to get their perfect shade. 40 shades (one of the largest ranges of shades in the makeup industry) Long ware and Buildable (can be light or full coverage) 100% cruelty free. Looking for skincare business names that will elevate your business and make you stand out; check out the lists in this article. Get weekly updates about our new articles by subscribing to our newsletter. 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. And direct sales surpassed all of our estimations, crashing our website. captions and comments, You can almost imagine Rihanna being the one typing. 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!" It made it clear who their consumers were. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. The Quorn brand is expected to become a billion-dollar business by 2027. 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. Since the influencers are raising awareness of the products, the brand could reach potential customers in different locations. 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 was named Time magazines Best Invention of 2017. Combining the scents of magnolia, blueberry, bergamot, tangerine, incense, Bulgarian rose absolute, and more Fenty's scent is all at once vibrant and seductive. Today, Fenty Beautys marketing strategy is to provide beauty for all. 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. 14409 Greenview Drive, Suite 200 Published October 17, 2021. Instagram users perfectly fit into Fentys ideal target audience. This Fenty Beauty marketing strategy helped other makeup brands acknowledge that they did not rigidly define their customers as they thought. 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. 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, 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. The parent companies listed for Fenty Beauty are Fenty Corp, LVMH and Kendo Holdings. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. Since its launch, the brand was named by Time Magazine's best inventions of 2017. This forward-thinking approach, alongside a strong brand marketing strategy, led to Fenty generating a remarkable $100 million in its first 40 days alone. Huda Beauty has determined that its most effective strategy of marketing is through the use of social media. Fenty Beauty: A Star-Power Marketing Case Study. 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. Videos cover Rihannas involvement in the development of products and brand strategy, as well as useful beauty tutorials and insights on new releases.
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