CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. Fenty reached 500M euros of sales in the first year. 4. Kween! 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. They post 410 times daily. Fenty Beauty also saw record signups for future communications: email signups increased 800% and text opt-ins lifted 40%, continuing long after the launch. Download our exclusive Brand Bite for more insights below! Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. 3. 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's Fenty Beauty Is Changing The Conversation About Beauty Published on August 05, 2021. She constantly posts about the beauty brand to her followers through engaging video content and pictures when she makes use of the product. However, many people on social media were quick to point out that it wasnt actually the case. 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. In August 2021, Fenty dropped the much-anticipated Fenty EUR DE PARFUM, dubbed by Rihanna "a memory encapsulated in into a fragrance. 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.. Simply put, Fenty Beauty produced a higher quality product than its competitors. Since the launch of her 2016 album Anti, her Twitter profile picture was Rhenna an emotionless stick figure that became known as the singers alter-ego. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. The only link on her bio also directly leads to the Fenty Beauty website. But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. Shop Now. 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. This full-coverage, long-wearing formula is what set Fenty Beauty apart from the day the brand launched. Growth and Distribution Network The company has grown rapidly through its partnership with Sephora and department stores like Harvey Nichols. Back in 2014 when no one was looking, Rihanna registered the trademark for Fenty Beauty. By using our services, you agree to our use of cookies. She usually brings a level of fun to the beauty brand, making it attractive to its youthful audience. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Customers are continually looking for diverse beauty products that promote inclusivity. 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. The brands Twitter account (boasting 755.4K followers), functions in a similar way mainly posting and retweeting memes and promotional content. Inclusivity. A bunch of social media users have done very well in self-branding. Want data-driven insights on how Fenty Beauty of performing? 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. Fentys makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. We had to break and disrupt all the traditional marketing rules and carve a new path. And Fenty was an instant smash hit because they excelled at doing what other beauty brands have been struggling with for years: connecting with real people. She provided makeup kits for everyone to take home, and invited her guests to provide honest feedback about the products. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. 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 . had which was having to mix 23 foundation shades to get their perfect shade. 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. 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. By Using Rihanna's Social Media Accounts to Raise Awareness 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? Fenty Beauty: Leveraging Social Media to Build Community Development of an IMC plan is the major graded component in this course. From creative influence to consumer power, the figures say it all. The brand encourages its customers to make use of the hashtags to post their content when they make use of Fenty Beauty products. Fenty Beauty, The Brave Boundary Breaker | Labbrand Just ask Rihanna. Various trademarks held by their owners. Today, Fenty Beauty's marketing strategy is to provide beauty for all. Fenty Beauty - "Beauty for All" Rihanna's brand, Fenty, is all but synonymous with authentic inclusive marketing, created on the foundation that everyone woman is beautiful and should feel included. This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. Rihanna also changed the way she uses her Twitter account to further spread the word about Fenty. Distributing content around the world in real time required surgical precision. Heres how we did it and three lessons we learned along the way. 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. Follow me on Instagram for more content like this , Learning and evolving. From their posts to their. How Fenty Beauty Changed The State Of Play In The Industry - British Vogue It was too late. Social Media Strategy in Context: Fenty Beauty - LinkedIn The communication was built around inclusivity, especially with the 40 shades foundation assortment. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. Our approach to inclusion marketing has always been about showing, not telling. In fact, we never once used the word inclusive in our messaging. Find out here. Fenty Beauty by Rihanna (source: Sephora) "Fenty Beauty by Rihanna was . In this post, were looking at 7 celebrities that love Chrome Hearts. 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. Like I finally can buy something I saw and want and KNOW it was made for people like me in mind . And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. Since 2005, Rihanna sold over a total of 250 million records worldwide, making her one of the best-selling artists of all time. The singers Twitter also comprises promotional posts about Fenty. 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. Brand Management, Fenty Beauty Internship - Career & Internship Center 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. Rihanna understood women with darker skin and special skin conditions struggled to find makeup that was suited for their skin. 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. Long-term strategies lead to long-term wins! Fenty Rihana's company Segmentation process and target market/s Investment in innovation and its houses. Explore the best sportswear names for your brand right here. In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. 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%. But thats not where Rihannas social media prowess ends the Fenty brand has also been extremely active on YouTube. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. 4 P's of me - fenty beauty // MARKETING by Lauren Heffernan - Prezi Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. But how exactly did Rihanna manage something so impressive? Rihannas makeup line has blown the cobwebs off what we once assumed was an over-saturated industry. Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. 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. Gloss Bomb Heat Universal Lip Luminizer + Plumper. Fentys products focus on solving their customers pain points. If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. Many undertones, such as olive ones like mine, were also underserved in beauty. In the first month alone, the brand made a whopping $72 million. Of the fragrance's creation, Rihanna shared: "If I'm going to make a fragrance that represents me, even the body language of the bottle needs to marry that.". "Fenty Beauty's tagline, 'Beauty for All', is a strong social statement that's underpinned by product innovation," Victoria Buchanan, senior future analyst at strategic foresight consultancy, The . After Fenty Beauty's launch, many of the top makeup brands rushed to catch up. Today, Fenty Beautys marketing strategy is to provide beauty for all. Straight like dat, we in stores from December 26th!! 1. Fans, beauty bloggers, and makeup artists were all present at the brands launch party in New York City during Fashion Week. Instagram users perfectly fit into Fentys ideal target audience. 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. 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? Rihanna's Fenty Beauty: A case study in accelerating innovation by To become a Vogue Business Member and receive the Sustainability Edit newsletter, click here. 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. 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. This accounts posts range from promotional content and information on products to memes and tutorials. Working with LVMH also gave Fenty Beauty the infrastructure necessary to launch a brand on a globalbasis almost instantly. It is a cruelty-free, vegan line of products thats quite popular and sells out within hours of release. It helps to stay top of mind with their customers regardless of time zone. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. Combining the scents of magnolia, blueberry, bergamot, tangerine, incense, Bulgarian rose absolute, and more Fenty's scent is all at once vibrant and seductive. 5 Lessons Marketers Can Learn from Rihanna's Fenty Beauty In case you're wondering about #FentyBeauty on dark skin, issa YES for me dawg. 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. Fenty beauty (1).pptx - FENTY BEAUTY IMC PLAN MRKT 354 The recent years have been exciting for diversity in the beauty industry. All Rights Reserved. Get the latest information and insights into the world of brand. prefer brands who are friendly and only 33% prefer snarky. 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. The company has a significant social media following and uses Twitter and Instagram to interact with customers, highlight its products, and promote inclusivity. Last year Sephora released a study it completed on racial bias. 6 Examples of Brands Who Got Multicultural Marketing Right Please enable Javascript to see this feature. This forward-thinking approach, alongside a strong brand marketing strategy, led to Fenty generating a remarkable $100 million in its first 40 days alone. 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. Learn how you can use Latana to improve your brand marketing and grow faster. You will critically evaluate how Shopee has grown under the leadership of its, IMC plan is Roomba's iRobot j7+. All their products are included in captions as hashtags. She changed her Twitter profile picture to herself at the Fenty Paris launch party in 2019. However, instead of just adding her name to a brand to ensure it sold, her focus was on producing popular products that put customers first. Not just dark-skinned consumers but everyone. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Rihanna says her new Fenty Skin collection is also for men - CNN Style There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. Available at @Sephora, @HarveyNichols, and @BootsUK !! She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. Enjoy! Beauty Marketing Tips I: Choose the right social channels for your strategy These magnetic tubes can clip together to fit in your bag. Her vision of "Beauty for All" became our marketing mission. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you . Fenty Beauty | Strategy, Design & Deliver of Fenty Beauty UK - Sheridan&Co This has resulted in an unprecedented buzz in the beauty industry. This is the fastest way to reach the company's target, as billions of people in the world use it. 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. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. Rihanna spent years developing her makeup range, and it paid up at the launch. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. 14409 Greenview Drive, Suite 200 This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. Lets delve into it and see if all they had to do was rely on Rihannas influence. Rihanna being a successful musician isn't stopping anytime soon as she ventures into creating a cosmetic brand, Fenty Beauty. They revolutionized the makeup business by launching with a 40-shade foundation range. 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. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. How Fenty's brand positioning generated $100 million in 40 days - Jilt With over 10M followers on Instagram and 641K on Twitter, I think we can agree that Fenty beauty has their social media strategy on lock. Fenty Beauty uses models from many ethnicities allowing the brand to become known as "the new generation of beauty". The campaign for the foundation similarly pushed diversity and multiculturalism to the front with promo shots featuring Rihanna and BAME models, including Jessie Li and Slick Woods. Theres a synergy between all of Rihannas brands. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. Fenty capitalized on this focus to achieve one of the biggest launches in the beauty industry. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. This hashtag is used to school their followers on how to get the best use of their products. To foster organic long term growth, LVMH invests heavily into its brands, including product innovations, creative teams and initiatives around art. Fenty Beauty Marketing Strategy Rihanna. 2023 Latana GmbH. What can we learn from Fenty Beauty's influencer marketing? Rihanna also posted a photo of herself and A$AP Rocky with the caption "No matter who you are, you deserve to have great skin!" Launched by Rihanna, the brand was widely anticipated and thus the retail concept needed to live up to expectation and leave a lasting . One girl started to cry in the Sephora when the person put the foundation on her skin and it matched.". You really dont know its happening until its happened. She trusted her products quality, and it paid offa majority of the reviews were overwhelmingly positive. Over the past couple of years, female body positivity has really made some strides thanks to plus-size models and celebrities like Lizzo gracing the cover of Vogue.