which referred back to one of her tweets from 2017. Does this mean Rihanna has a favorite amongst her businesses? These rare and valuable touchpoints will . Fenty Beauty has shied away from "stuffy marketing campaigns". 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. Sephora also provided Fenty with great merchandising and product placement in-store and online. 1. For example, while Este Lauders foundation will set you back $42, Fentys is just $35. 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. 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. Looking for skincare business names that will elevate your business and make you stand out; check out the lists in this article. Its no surprise, therefore, that most people want to know what the Fenty Beauty marketing strategy is and why it works so well. 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 . In some . Consumers wanted a diverse beauty product that promoted multiculturalism and inclusivity. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. Fenty Beauty made the case for inclusivity and won. Fans, beauty bloggers, and makeup artists were all present at the brands launch party in New York City during Fashion Week. Since its launch, the brand was named by Time Magazine's best inventions of 2017. However, many people on social media were quick to point out that it wasnt actually the case. Beauty industry stalwarts are being squeezed from every direction by a wave of millennial-friendly direct-to-consumer rivals, including brands such as Glossier, Fenty Beauty and vegan range Milk, as well as membership services like Beauty Pie. 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. Tarz (clothing line) by HabitIV. Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. They know what internet slangs are trending and tap into it to communicate with their audience. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. Exclude no one Our marketing mission was underway to build a beauty brand for the next generation. Clearly catering to as many customers as possible, this campaign showed that Fenty dared to go where few beauty brands have gone before: radical inclusivity. it includes tutorials and beauty tips. 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. 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 Marketing Strategy Rihanna. In the first month alone, the brand made a whopping $72 million. November 25, 2021. 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. Do you like this content? Rihanna being a successful musician isn't stopping anytime soon as she ventures into creating a cosmetic brand, Fenty Beauty. Never in my adult life have I seen a male model that has a similar body to mine. The singers Twitter also comprises promotional posts about Fenty. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. 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 collaborated with Savage Fenty, Rihannas Lingerie brand by being the exclusive makeup brand for their runway show which was promoted on their social media platforms. Rihanna wanted her brand available to women everywhere around the world at the same time. Cookies help us deliver our services. Luckily, this is a top Fenty Beauty marketing strategy which is one of the reasons Fentys word-of-mouth marketing was off the charts. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. 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 . Normally a launch does not include the entire range of colors. Rihannas efforts garnered about $72 million the first month after the launch. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. They were solving a problem a lot of women. Although the show was an offline marketing event, it was extremely well-received on social media, with many people taking to Twitter to praise the singers use of plus-size male models. 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. Most beauty companies began to also reinvent their Instagram feed to showcase diversity. From social media to influencer marketing, the brand has successfully spread the word about its products. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. All Rights Reserved. Fenty Beauty Marketing strategy makes the beauty giant unique; this article covers lessons you can learn from them. Rihanna is well aware that this vibe will hit the right note with Fentys audience. Fentys success is, however, quite clear, with the brand generating $100 million within the first 40 days of its launch. 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. Hundreds of people started posting selfies of themselves wearing Fenty Beauty on social media; our first repost was of a beautiful woman wearing a hijab. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. Within Fenty Beauty's first 15 months in business it made $570 million in revenue. Our approach to inclusion marketing has always been about showing, not telling. In fact, we never once used the word inclusive in our messaging. The beauty industry continues to learn a thing or two with the many marketing strategies available. In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. Rihanna and the geniuses behind Fenty know a thing or two about increasing brand awareness. Partnering up with super-star influencers also helped Fentys sales grow by generating Media Impact Value (MIV). Learn more about the brand performance of the world's most inclusive beauty brand. CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. Its not just Rihannas personal profile that the brand relies upon on Instagram theres also a dedicated Fenty profile with 10.8 million followers of its own. Check here for some name suggestions and tips on creating catchy fashion house names. Get your customized and 100% plagiarism-free paper done in as little as 3 hours Let's start 322 specialists online Product Description Many celebrities have their own product lines but few change an entire industry. Rihanna and her team went with a very inclusive approach to her line. 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. 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. Using a combination of superior products, celebrity endorsements, social media influencers, impeccably-timed launches, and brand awareness, Fenty has skyrocketed to success. Straight like dat, we in stores from December 26th!! 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. 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." This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. Fenty Beauty, created by singer Rihanna, is a new makeup line that is inclusive of all skin types and tones. Fenty Beauty. The fear is that the products released may not be a good match for the various skin tones. Fentys makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are emotionally meaningful to the consumers you serve. Of course, Fentys success on YouTube isnt owed solely to the brands own channel. Kween! Lets take a look at some of the most effective ways Fenty has increased brand awareness. Theres a synergy between all of Rihannas brands. This is the fastest way to reach the company's target, as billions of people in the world use it. Fenty Beauty also saw record signups for future communications: email signups increased 800% and text opt-ins lifted 40%, continuing long after the launch. Ready to grow your brand? As many people know, Fenty Beauty launched with 40 shades of foundation. 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 highly-rated, cult-fave foundation has a whopping 59 shades, and the brand continues.