. When Rihanna announced her new beauty brand, Fenty, in 2017, many could be forgiven for thinking it would turn into just another celebrity-backed brand. Their posts are also highly relatable to their followers. One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. Fenty's products focus on solving their customers' pain points. . 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. The brand went live in 17 countries on the same day at the same hour (regardless of time zones) with a completely omnichannel marketing strategy. Success also wouldnt have been possible without my diverse, insanely creative and brave marketing team each with their unique background and voice. Fenty Beauty made the case for inclusivity and won. Thank you @rihanna!!! Plus, Rihanna knows this is the vibe that will hit the right note with Fentys audience. Rihanna wanted her brand available to women everywhere around the world at the same time. The question becomes: how did Fentys PR and marketing strategies contribute to its explosive success? 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. But thats not where Rihannas social media prowess ends the Fenty brand has also been extremely active on YouTube. Fentys products focus on solving their customers pain points. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. For example, if Rihanna had skimped on the quality of her products, influencers and social media followers could have easily turned against her just like they did with Kylie Jenners brand, Kylie Beauty. 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. Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. A singer, songwriter, fashion designer, and all-around icon, Rihanna burst on the scene in 2005. It was a lesson to the beauty industry that there was a need for inclusivity in their product lines. No matter who you are, you deserve to have great skin! According to Sprout Social, 83% of people. At the time, there wasn't a brand that truly reached everyone from the lightest skin to the . 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. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. 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. This makeup brand launched a vast range of 40 foundation shades, which is unusual for a mainstream brand. which referred back to one of her tweets from 2017. She decided to invite a host of influencers to the brands launch. "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 . Fentys products arent only innovative, they also offer aesthetics. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. Inclusive is how we were defined by the press and consumers. The communication was built around inclusivity, especially with the 40 shades foundation assortment. Brand Strategies that made LVMH luxury powerhouse - The Strategy Story 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. Laurel, Maryland 20708. The brand also posts reports from customers wearing and using Fenty products on themselves. Theres a synergy between all of Rihannas brands. Add To Bag. Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. Shop Now. She had the existing brand recognitionand she wanted to prove her products were high quality. And the response has been largely positive. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you will be focused on an assigned project, while being introduced to and fully integrated into the daily activities of your team. Sandy Saputo, Chief Marketing Officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. But Fenty Beauty was not the first brand to offer 40+ shades of foundation. According to BoF, Rihanna's Fenty Beauty range did nearly 500 million in its first full year in business, which has outsold its biggest rival Kylie Cosmetics. Rihanna also posted a photo of herself and A$AP Rocky with the caption "No matter who you are, you deserve to have great skin!" The enticing role of products like this allows people to feel like theyre personalizing the visual story they create. CASE STUDY: Fenty Beauty's Social Media Strategy How does a beauty brand generate 500 million euros in sales in its first year? Brand Management, Fenty Beauty Internship - Career Center | University How Rihanna's Fenty Beauty delivered 'Beauty for All' Since then, the singers tweets have been largely promotional for Fenty, and while off-the-cuff tweets are now rare, they always relate to the Fenty brand. Lets delve into it and see if all they had to do was rely on Rihannas influence. Updated February 5, 2023 Famous creatives hold so much influence and power. 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. Sephora also provided Fenty with great merchandising and product placement in-store and online. The 13 Best Fenty Beauty Products of 2023 - instyle.com We can expect to see more collaborations in the future between her brands . The company's total revenue as released by LVMH was 570 million USD. Setting up a brand in a foreign country can be challenging if the country is not market prepared for the product being offered. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. Its no surprise, therefore, that most people want to know what the Fenty Beauty marketing strategy is and why it works so well. Instagram users perfectly fit into Fentys ideal target audience. Want to read all 36 pages? Thats the idea behind the growing influencer movement. This was the period when the eyes of the world were on the lookout for what was next in style. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. Kween! From their posts to their. Think about it raising awareness for 57 million people with just a few Instagram posts is no small feat! Kendo was created in 2008 as an incubator by LVMH as a way to create brands that could be sold in LVMH owned Sephora. But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. Luckily, this is a top Fenty Beauty marketing strategy which is one of the reasons Fentys word-of-mouth marketing was off the charts. MRKT 354 Integrated Marketing Communications, University of Maryland University College, Concise Marketing Overview of the Product & Its Role in the Market, Type of Product Lifecycle & Benefits/Features Analysis, Current Supply Chain Members & Their Rolls, Part 1 Communications Objectives & Issues, Issues Impacting the Objectives Attainment, Part 2.1 Communications Strategy Recommandations, Part 2.a Marketing Communications Strategy Recommendations, Part 2.b Marketing Communications Strategy Recommendations, Part 2.c Marketing Communications Strategy Recommendations, Part 2.d Marketing Communications Strategy Recommendations, CONCISE MARKETING OVERVIEW OF THE PRODUCT. Furthermore, Fentys products are incredibly high-quality. With plenty of samples for the party-goers to try and take home with them, Rihanna approached this launch with a vision. 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. 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. Fenty Beauty Brand Performance - Marketing Week 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. 5 Lessons Marketers Can Learn from Rihanna's Fenty Beauty Normally a launch does not include the entire range of colors. Fenty Beauty uses models from many ethnicities allowing the brand to become known as "the new generation of beauty". The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. 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. It is a cruelty-free, vegan line of products thats quite popular and sells out within hours of release. 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. Fenty Beauty x Influencers. Fenty Beauty Skin Foundation's Strategic Marketing Plan 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? 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. This also puts LVMH at the forefront of "the new" and acts as its own campaign in helping the world discover talent. You never forget it.". Historically, brick and mortar sales drove growth within the beauty industry. Fenty Beauty: A Star-Power Marketing Case Study Fenty Beauty: Leveraging Social Media to Build Community