Additionally,partnering with LVMH gave Fenty Beauty global distribution that was hard to match, through Sephora, one of the largest beauty retailers in the world. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. 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. Luckily, this is a top Fenty Beauty marketing strategy which is one of the reasons Fentys word-of-mouth marketing was off the charts. Powered by - Designed with theHueman theme. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. Fenty Beauty uses models from many ethnicities allowing the brand to become known as the new generation of beauty. Rihanna focused on all women and now all women cant stop buying her products. Fenty Beauty has shied away from "stuffy marketing campaigns". Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. 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 . Fenty shocked the beauty scene in Sept. 2017 with its disruptive approach to inclusive makeup. Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. At the time, there wasn't a brand that truly reached everyone from the lightest skin to the . The communication was built around inclusivity, especially with the 40 shades foundation assortment. We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. Based on the objective rules in the, Analysis : Energy Balance 1. Ready to grow your brand? . 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. 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. Get the latest information and insights into the world of brand. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. We had to break and disrupt all the traditional marketing rules and carve a new path. 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. Here's how we did it and three lessons we learned along the way. 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. Last year Sephora released a study it completed on racial bias. Let's take a look at some of the most effective ways Fenty has increased brand awareness. After Fenty Beauty's launch, many of the top makeup brands rushed to catch up. 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. 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. 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? 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. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. Fenty Beauty had become the new industry standard for inclusive, high-quality, affordable makeup. But thats not where Rihannas social media prowess ends the Fenty brand has also been extremely active on YouTube. Since 2005, Rihanna sold over a total of 250 million records worldwide, making her one of the best-selling artists of all time. Naturally, several other brands took the initiative after Fentys successful launch and offered similar products for people of color. Here's some advice from fellow marketers. Innovative and forward thinking, Fenty promotes inclusivity for all. Fenty capitalized on this focus to achieve one of the biggest launches in the beauty industry. Videos cover Rihannas involvement in the development of products and brand strategy, as well as useful beauty tutorials and insights on new releases. Fenty Beauty was founded on September 8th, 2017 by musical artist Robyn Rihanna Fenty. From social media to influencer marketing, the brand has successfully spread the word about its products. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. The beauty industry continues to learn a thing or two with the many marketing strategies available. 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. Then I also wanted things that girls of all skin tones could fall in love with. The first time she experienced makeup for herself, she never looked back. 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 hashtag is used to school their followers on how to get the best use of their products. 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." With the launch of this campaign, the Fenty brand boasted a rousing success: $100 million in sales for Fenty Skin during the first week alone. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. Rihanna, from the beginning wanted to serve everyone. The Social Grabber 2023. This YouTube channel has been invaluable to Fentys brand strategy by providing a means to invite consumers behind the scenes. Some artists establish their brands once they get huge recognition. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. Among those, makeup brands are more common. A match made in heaven! 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. . This strategy successfully sets them apart from other beauty brands that are yet to practice this innovation. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. Rihanna wanted her brand available to women everywhere around the world at the same time. Partnering with social media influencers has also been incredibly helpful in spreading awareness. Fentys products are made to be photographed and also photographed in. 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? Additionally, Fenty displayed a diverse range of models from different backgrounds, ethnicities, and styles in their campaign launch video. 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. 2023 Latana GmbH. 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. Do you like this content? As Instagrams users fit perfectly into Fentys ideal target audience, using this platform to reach potential consumers makes perfect sense. 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. About the foundation. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. Fenty Beauty is marketed as a high-quality, affordable line that is perfect for . 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. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. Header Image Source: Photo by Jazmin Quaynor on Unsplash She bolsters the brand on her channel, and it is a top factor that contributes to the impressive start of Fentys success. 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. 2. The beauty industry has a long history of not offering inclusive representation for everyone. It is no coincidence that theres also a focus on some performative elements like bright gold highlighters. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. featuring Rihanna and BAME models, including Jessie Li and Slick Woods, Fans, beauty bloggers, and makeup artists. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. 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%. Call us at 301-498-6656 or Fenty Beauty made the case for inclusivity and won. 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. It helps to stay top of mind with their customers regardless of time zone. 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. 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. The company's total revenue as released by LVMH was 570 million USD. Fenty has been at the forefront of the cosmetic industry since its launch.