Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. High quality products. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as . Thank you @rihanna!!! Fenty Beauty, created by singer Rihanna, is a new makeup line that is inclusive of all skin types and tones. 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. Naturally, several other brands took the initiative after Fentys successful launch and offered similar products for people of color. Looking for skincare business names that will elevate your business and make you stand out; check out the lists in this article. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! This has been incredibly helpful in spreading awareness for the brand. There is a major infusion of Rihannas personality into the brand. On top of her loyal social media following, Rihanna's impressive reputation instantly worked to lift Fenty Beauty off the ground. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. 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. Rihanna, from the beginning wanted to serve everyone. Sharing marketing knowledge and things i find interesting. Apart from implementing Fenty Beautys marketing strategy, you could also learn from the practical ways Fenty has increased awareness and recognition of its brand. Fenty has always strived to be nothing but authentic. Rihanna also changed the way she uses her Twitter account to further spread the word about Fenty. Fentys success is, however, quite clear, with the brand generating $100 million within the first 40 days of its launch. 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. Within Fenty Beauty's first 15 months in business it made $570 million in revenue. They also mix their content with influencer posts and everyday peoples posts. Leverage the Assets You Have. Fentys success on YouTube can also be attributed to the brands channel. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. Fenty also offers top-quality products, and Rihanna continually focuses on maintaining her quality. Even if some of Rihannas social media followers wont buy Fentys products themselves, shes still been successful in making them aware of her brand. 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 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. 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. Cultural. 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. 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. Lets delve into it and see if all they had to do was rely on Rihannas influence. Fenty launched in 2017 with "foundation for all" and though it was not the first company to offer makeup in an extensive array of skin tones, it quickly became the most buzzworthy. 1. Gloss Bomb Heat Universal Lip Luminizer + Plumper. 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 Magazines best inventions of 2017. 1. featuring Rihanna and BAME models, including Jessie Li and Slick Woods, Fans, beauty bloggers, and makeup artists. Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. The communication was built around inclusivity, especially with the 40 shades foundation assortment. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. Fentys launch was explosive because it took place during a critical time in the makeup and fashion industry: New York Fashion Week. Fenty Skin is positioning itself as the "the new culture of skincare," according to a splash page on FentyBeauty.com. Available at @Sephora, @HarveyNichols, and @BootsUK !! Top retailers use AI-powered campaigns to engage their most valuable customers. Measuring Brand Awareness As Told By Marketing Experts, a remarkable $100 million in its first 40 days alone, 40 shades for each and every skin tone and undertone, Este Lauders foundation will set you back $42, 90% of the 150 million users on Instagram who are under 35, the singers tweets have been largely promotional for Fenty. An IMC plan is the next step after the developments and approval of the marketing plan, Pedro asks his employer if he can leave brochures from his church on the front desk of the office in case anyone may be interested in learning about the church. Distributing content around the world in real time required surgical precision. 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. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. Lifebuoy Shampoo by UnileverVII. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. 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. Many celebrities have their own product lines but few change an entire industry. 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. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. And the response has been largely positive. The company has a significant social media following and uses Twitter and Instagram to interact with customers, highlight its products, and promote inclusivity. The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. From social media to influencer marketing, theyve been massively successful in spreading the word about all of Fentys 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. This latest example of Fenty embracing diversity has allowed the brand to connect with a new target audience that was previously ignored: plus-size men. 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 . It also includes valuable beauty tutorials and provides insight into new product releases. You never forget it.". From social media to influencer marketing, the brand has successfully spread the word about its products. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. Most beauty companies began to also reinvent their Instagram feed to showcase diversity. Fans, bloggers, and celebrities began purchasing the makeup line and took to social media to provide honest feedback on the products. 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. Just like the Instagram posts, the videos on the YouTube account show the authentic and casual sides of Fenty and Rihanna. One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. Answer all parts please Keeping brand development strategies in mind, answer the following questions in ONE line only.I. Even though not all of Rihannas social media followers purchase Fentys products, theyre well aware of the brand. It used to be an indie brand that turned global since it is now owned by the LVMH group. How does a beauty brand generate 500 million euros in sales in its first year? This YouTube channel has been invaluable to Fentys brand strategy by providing a means to invite consumers behind the scenes. Videos cover Rihannas involvement in the development of products and brand strategy, as well as useful beauty tutorials and insights on new releases. To foster organic long term growth, LVMH invests heavily into its brands, including product innovations, creative teams and initiatives around art. 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. Fenty Beauty was created by Rihanna in 2017. 7up by PepsiIII. had which was having to mix 23 foundation shades to get their perfect shade. Get the latest information and insights into the world of brand. The range was celebrated for also including those with albinism. This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. Although all makeup brands cant be Fenty, below are some lessons from the beauty giant. Last year Sephora released a study it completed on racial bias. Not just dark-skinned consumers but everyone. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Senior Marketing Manager Europe @Fenty Beauty by Rihanna + Fenty Skin (LVMH) Paris, le-de-France, France . 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 . $32.00. While people are looking for products that work, they also want makeup products that look good. The ProFiltr Foundation is one of Fentys most iconic products, as it offers an impressive number of shades covering pretty much every skin tone. 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. Our marketing mission was underway to build a beauty brand for the next generation. Expertise from LMD communications gurus to help you market smarter. Header Image Source: Photo by Jazmin Quaynor on Unsplash 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. If you do subscribe to our retail trends newsletter to get the latest retail insights & trends delivered to your inbox, Skims Strategy - 10 Reasons Kim Kardashians Brand Took Off, Rare Beauty: 6 Parts of its Strategy to Emulate, How Pat McGrath Created a $1 Billion Beauty Company, The Growth Strategy Behind Goop, a $250 M Brand Owned by Gwyneth Paltrow, eCommerce and its Profitability Issue. Kendo was created in 2008 as an incubator by LVMH as a way to create brands that could be sold in LVMH owned Sephora. Therefore, it makes perfect sense to utilize this platform to reel in potential consumers. Marketing Strategy and SWOT analysis of UPS, 8 steps to a complete archetypal branding, Marketing Strategy and SWOT Analysis of Shein, Marketing Strategy and SWOT Analysis of Kia, customers and employees are feeling very disaffiliated from society or recognize values at odds with those of society at large, the use of your product is to destroy something or is genuinely innovative, your product is not very good for people so that utilizing it is similar to thumbing your nose at societys ideas of what establishes health, your goods help maintain values that are threatened by prevailing ones or pioneers new and unprecedented attitudes, Spend most of their free time with family and friends, Prefer pubs and clubs when going out, somewhere they can consume alcohol, and have fun, They are not really involved in cultural events and activities, Arent that informed on technology, hence their limited computer use, Favor passive holidays near home rather than traveling abroad, Consume media mainly for entertainment, and source of information, Are average press consumers, and above-average radio listeners. The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. On the contrary, theres some evidence to suggest that walnuts can be damaging to facial skin. Ready to grow your brand? They are well versed in the meme language. All rights reserved. Consumers wanted a diverse beauty product that promoted multiculturalism and inclusivity. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. The fragrance sold out quickly and it wasn't until May 2022 that the second, highly-anticipated drop arrived.