The only link on her bio also directly leads to the Fenty Beauty website. Nonetheless, Fenty continued this explosive strategy through perfectly-timed product launches. Naturally, several other brands took the initiative after Fentys successful launch and offered similar products for people of color. Every brand needs to know who its target audience is, and this is one area where Fenty has truly excelled. From social media to influencer marketing, the brand has successfully spread the word about its products. In the age of technology and communications, social media enables plenty of self-branding practices such as profile building and post sharing functions. Based on your location, we recommend you check out this version of the page instead: Discover the latest data, insights, and inspiration from Think with Google. Fenty Beauty, created by singer Rihanna, is a new makeup line that is inclusive of all skin types and tones. It was too late. These hashtags have 145k and 4.5M posts respectively. The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. Fenty also offers top-quality products, and Rihanna continually focuses on maintaining her quality. Fenty reached 500M euros of sales in the first year. Straight like dat, we in stores from December 26th!! Within Fenty Beauty's first 15 months in business it made $570 million in revenue. Partnering with LVMH has many benefits. Fenty Skin is set for release July 31. ThenRihanna spent over two years to create the right formulationsbefore the product dropped. 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. Meanwhile, Fenty always managed to include and celebrate all their consumers, regardless of their ethnicity. Rihanna is the globe's newest billionaire, landing on Forbes' list of America's Self-Made Women, where her net worth is estimated to be $1.7 billion. Find out here. Fenty Beauty was created by Rihanna in 2017. 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. Their instagram feed is a mix of product shots and User Generated Content. After Fenty Beautys launch, many of the top makeup brands rushed to catch up. 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. This strategy successfully sets them apart from other beauty brands that are yet to practice this innovation. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. 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." Using a combination of superior products, celebrity endorsements, social media influencers, impeccably-timed launches, and brand awareness, Fenty has skyrocketed to success. 7up by PepsiIII. And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. This YouTube channel has been invaluable to Fentys brand strategy by providing a means to invite consumers behind the scenes. Our dream was to create the biggest brand launch in beauty history. They also mix their content with influencer posts and everyday peoples posts. Fans, bloggers, and celebrities began purchasing the makeup line and took to social media to provide honest feedback on the products. 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 . Since the influencers are raising awareness of the products, the brand could reach potential customers in different locations. They are well versed in the meme language. She trusted her products quality, and it paid offa majority of the reviews were overwhelmingly positive. What you may not know is thatFenty Beauty was created in collaboration with LVMHs Kendo Beauty division. Please note: 440 Industries is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'440industries_com-large-billboard-2','ezslot_10',871,'0','0'])};__ez_fad_position('div-gpt-ad-440industries_com-large-billboard-2-0');report this ad. Fenty Beauty: A Star-Power Marketing Case Study. 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. Whats more, it even included some of her A-list friends. All rights reserved. Fenty Beauty still practices inclusion through their social media pages. November 25, 2021. 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. 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. The first time we showed the Fenty Beauty campaign trailer internally, a room full of business leaders, including myself, got very emotional. had which was having to mix 23 foundation shades to get their perfect shade. 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 is a major infusion of Rihannas personality into the brand. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. But how exactly did the brands campaigns roll out across the different digital channels? It provides a means to invite consumers behind the scenes of the brand. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. She changed her Twitter profile picture to herself at the Fenty Paris launch party in 2019. 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.. When Fenty Beauty launched in 2017, it was named by TIME as one of the best inventions of that year. Last year Sephora released a study it completed on racial bias. The launch of this product was such a success, it even had celebrities like Gabby Sidibe and Mindy Kaling tweeting about how much they loved the new products. Tarz (clothing line) by HabitIV. This sentiment was achieved and even extended to the imagery used on Fenty's Instagram posts announcing and promoting the fragrance, seen above. This was the period when the eyes of the world were on the lookout for what was next in style. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. Want to read all 36 pages? 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. The promo image expertly highlighted this by showing off the foundations color pallet on real models. This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. Aprs un an d'attente et de teasers dispatchs sur ses rseaux sociaux, la chanteuse de 29 ans a enfin lanc, le 8 septembre dernier, sa propre marque de maquillage, baptise "Fenty Beauty . Partnering with social media influencers has also been incredibly helpful in spreading awareness. The pricing strategy employed by Fenty Beauty is a crucial component of . 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. Rihanna is well aware that this vibe will hit the right note with Fentys audience. One girl started to cry in the Sephora when the person put the foundation on her skin and it matched.". Fenty Beauty was well on its way to outsell Kylie Cosmetics, 10 Tips to Start a Cosmetics Online Business, Rihanna announced that the Fenty clothing line was shutting down, Fashion House Names: The Trendiest & Most Luxurious Name Ideas, Sportswear Name Ideas: Name Your Up-And-Coming Sportswear Brand, Chrome Hearts Casy Study: 7 Celebrities Who Associate With The Luxury House, Skincare Business Names Catchy Names You Can Use. Fentys products are made to be photographed and also photographed in. Ready to grow your brand? Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. These magnetic tubes can clip together to fit in your bag. The Navy Collection 5-Piece Lip, Eye + Accessories Set. Lets delve into it and see if all they had to do was rely on Rihannas influence. Additionally, Fenty displayed a diverse range of models from different backgrounds, ethnicities, and styles in their campaign launch video. 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. Fentys success on YouTube can also be attributed to the brands channel. By offering high-quality products at lower prices. Using social media to communicate with its target audience is one of Fenty Beauty's primary initiatives. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. By having Rihanna and her vision as our north star, we were able to nail the execution of the Fenty Beauty launch with integrity. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. Huda Beauty has determined that its most effective strategy of marketing is through the use of social media. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. The brand doesnt rely solely on Rihannas profile as Fenty also has a dedicated Instagram page with over 10 million followers. Within a few hours, the darker colors immediately sold out, which served as a wake-up call for the fashion industry. These posts make it easy for viewers to relate to the products. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. We were also ready to ship directly to 137 countries. How does a beauty brand generate 500 million euros in sales in its first year? The results exceeded all of our expectations. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. To foster organic long term growth, LVMH invests heavily into its brands, including product innovations, creative teams and initiatives around art. The recent years have been exciting for diversity in the beauty industry. 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. Sephora. 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. In this particular video, Bright tries out some new Fenty products while following instructions from a tutorial video that Rihanna filmed for Vogue. And, just like Rihanna's other products, is extremely well-thought-out and sticks to the brand's visual identity. Social media influencers are very powerful when it comes to shaping consumers purchasing behavior these days something Rihanna was all too aware of even before she launched a beauty brand. Rihanna, from the beginning wanted to serve everyone. They use "colloquialized" terms across social media channels and interact with consumers far more often than any other brand. Complete your profile for personalized recommendations, Directora de Marketing de Kendo Brands, incluida Fenty Beauty. She also changed how she used her Twitter account to spread the word about Fenty. Powered by - Designed with theHueman theme. Sandy Saputo, Chief Marketing Officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. You will critically evaluate how Shopee has grown under the leadership of its, IMC plan is Roomba's iRobot j7+. 3. Fans, beauty bloggers, and makeup artists were all present at the brands launch party in New York City during Fashion Week. 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. 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. A British YouTuber with 2.83 million subscribers and video views anywhere between 800,000 and 1.1 million Patricia is a force to be reckoned with in the YouTube beauty world. Inclusive is how we were defined by the press and consumers. In our first year of business, Fenty Beauty became the biggest beauty brand launch in YouTube history, drove huge success commercially, and was named one of Time Magazine's best inventions of 2017. Fenty doesnt rely solely on marketing and branding to win over its target audience. Fenty's products focus on solving their customers' pain points. Learn how you can use Latana to improve your brand marketing and grow faster. Fenty Beauty made the case for inclusivity and won. In 2017, Fenty Beauty launched 40 shades of foundation, and that has since grown to 50. Log in to help. A match made in heaven! She had the existing brand recognitionand she wanted to prove her products were high quality. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Explore the best sportswear names for your brand right here. LVMH called the launch of Fenty Beauty: the first-ever global beauty launch in history.. Setting up a brand in a foreign country can be challenging if the country is not market prepared for the product being offered. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as . Fenty Beauty is marketed as a high-quality, affordable line that is perfect for . 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." It also helps that Fenty Beauty products have distinctive names. Theres a synergy between all of Rihannas brands. About the foundation. By raising awareness of their products to more diverse vloggers, the brand is reaching even more potential customers on YouTube especially compared to brands that tailor mainly to white and pale complexions. The fashion industry will only achieve its sustainability targets if brands dedicate communications to making sustainable lifestyles desirable. 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. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. You might not be Rihannabut you can take lessons from her. Rihanna also changed the way she uses her Twitter account to further spread the word about Fenty. Thats the idea behind the growing influencer movement. All Rights Reserved. We're making content recommendations better for thousands of readers. Sharing marketing knowledge and things i find interesting. Lays by PepsiII. Top retailers use AI-powered campaigns to engage their most valuable customers. What type of energy balance would Martha be in, and would you expect for her to lose or gain weight, Which of the following is an appropriate source of nutrition for young infants (birth through 4-6 months of age)? Fenty Beauty also saw record signups for future communications: email signups increased 800% and text opt-ins lifted 40%, continuing long after the launch. If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. Available at @Sephora, @HarveyNichols, and @BootsUK !! Their posts are also highly relatable to their followers. Please enable Javascript to see this feature. Joe Harper. Among those, makeup brands are more common. Investment in innovation and its houses. The company was valued at $471 million in 2018. It used to be an indie brand that turned global since it is now owned by the LVMH group. The highly-rated, cult-fave foundation has a whopping 59 shades, and the brand continues. The brand also posts reports from customers wearing and using Fenty products on themselves. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. Think about it raising awareness for 57 million people with just a few Instagram posts is no small feat! Shop Now $29. However, many people on social media were quick to point out that it wasnt actually the case. Mohamed a galement su prendre en compte et s'adapter . Add To Bag. One thing cosmetic companies need to learn from this Fenty Beauty marketing strategy is thinking of Instagram-worthy products as a practical function. 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. One is that, according to McKinsey analysis, the upstarts are almost all single-brand beauty companies, which account for almost 50 percent of the $2.7 billion in venture-capital (VC) investments the beauty industry has received since 2008 (Exhibit 2) and 80 percent of VC funding in 2017. Kendo has a significant amount of autonomy and the people working there often have start-up experience creating a risk profile among employees that is different than what exists in most companies. High quality products. 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. Sephora also provided Fenty with great merchandising and product placement in-store and online. 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.