Take a look at one of Patricia Brights Fenty videos, pictured above. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. Additionally, with data gathered via our own brand tracking software, we'll take a close look at areas where Fenty has succeeded in building awareness as a new brand. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. The enticing role of products like this allows people to feel like theyre personalizing the visual story they create. Our dream was to create the biggest brand launch in beauty history. The first time we showed the Fenty Beauty campaign trailer internally, a room full of business leaders, including myself, got very emotional. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. In 2017, Rihanna launched her Fenty Beauty line, which later named by Time Magazine as one of the best inventions of 2017. featuring Rihanna and BAME models, including Jessie Li and Slick Woods, Fans, beauty bloggers, and makeup artists. 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. You might not be Rihannabut you can take lessons from her. Fenty Beauty made the case for inclusivity and won. Using a combination of superior products, celebrity endorsements, social media influencers, impeccably-timed launches, and brand awareness, Fenty has skyrocketed to success. Historically, brick and mortar sales drove growth within the beauty industry. . It used to be an indie brand that turned global since it is now owned by the LVMH group. Rihanna wanted her brand available to women everywhere around the world at the same time. Although Rihanna could have stepped into the beauty arena on her own like Kylie Jenner did when she launched Kylie Cosmetics online Rihanna decided to start by entering into a lucrative partnership with LVMH. Today, Fenty Beautys marketing strategy is to provide beauty for all. Course Hero is not sponsored or endorsed by any college or university. Follow me on Instagram for more content like this , Learning and evolving. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as . Sandy Saputo, Chief Marketing Officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. Please note: 440 Industries is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'440industries_com-large-billboard-2','ezslot_10',871,'0','0'])};__ez_fad_position('div-gpt-ad-440industries_com-large-billboard-2-0');report this ad. 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. By using our services, you agree to our use of cookies. il a su faire preuve d'autonomie et de crativit pour mettre en oeuvre le plan marketing de la marque. Sephora also provided Fenty with great merchandising and product placement in-store and online. Rihanna, from the beginning wanted to serve everyone. All rights reserved. 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. Fenty's products focus on solving their customers' pain points. Among those, makeup brands are more common. Apart from implementing Fenty Beautys marketing strategy, you could also learn from the practical ways Fenty has increased awareness and recognition of its brand. PART 1.A. Header Image Source: Photo by Jazmin Quaynor on Unsplash 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. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. 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. Charg de Marketing et Communication Unibail-Rodamco juin 2015 . 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 $250 M Brand Owned by Gwyneth Paltrow, eCommerce and its Profitability Issue. Straight like dat, we in stores from December 26th!! Want data-driven insights on how Fenty Beauty of performing? Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. It provides a means to invite consumers behind the scenes of the brand. Speaking about her line of foundation Rihanna said:there needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between." Additionally, Fenty also provides a practical function for their wide range of Match Stix. This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. Press and consumers ultimately saw a fun and flawless execution, but what they didnt see were the efforts of more than 500 global leaders across brand and merchandising, supply chain, marketing, social, and retailer teams doing synchronized swimming to pull it off. 1. When the ad was first posted to Rihannas Instagram, followers were excited to see big names like Lil Nas X and A$AP Rocky as cameos. 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 company was valued at $471 million in 2018. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. These rare and valuable touchpoints will . This makes it easier to track User Generated Content and helps to build a beauty community of Fenty Beauty users who can also follow the hashtag to see how other consumers are making use of their products. On the contrary, theres some evidence to suggest that walnuts can be damaging to facial skin. Fenty Beauty has shied away from "stuffy marketing campaigns". This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. There was no precedent to our radical approach to inclusivity. Fenty Beauty's marketing campaign and execution have been praised by outlets and beauty bloggers alike the latter a notoriously tough crowd despite the challenges of staying stocked in. These hashtags have 145k and 4.5M posts respectively. We knew the brand would touch womens hearts around the world, but we had no idea of the greater impact our work would ultimately have. In 2017, Fenty Beauty launched 40 shades of foundation, and that has since grown to 50. In this particular video, Bright tries out some new Fenty products while following instructions from a tutorial video that Rihanna filmed for Vogue. Success also wouldnt have been possible without my diverse, insanely creative and brave marketing team each with their unique background and voice. This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. Fenty Beauty was founded on September 8th, 2017 by musical artist Robyn Rihanna Fenty. 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. 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? Whereas some companies might pump hundreds of thousands of dollars into huge marketing campaigns to launch a new brand or product line, Rihanna took a slightly different approach for Fenty. She also changed how she used her Twitter account to spread the word about Fenty. 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. Another way Fenty has been able to carve out its place in the beauty world? At the October 2020 Savage x Fenty fashion show, where the star showcased her latest lingerie line, plus-sized models were used to show the stars first-ever line of male underwear. Fenty shocked the beauty scene in Sept. 2017 with its disruptive approach to inclusive makeup. *We would like to communicate with you regarding the products and services of our Marketing . This strategy successfully sets them apart from other beauty brands that are yet to practice this innovation. She bolsters the brand on her channel, and it is a top factor that contributes to the impressive start of Fentys success. This has resulted in an unprecedented buzz in the beauty industry. Kween! Gloss Bomb Heat Universal Lip Luminizer + Plumper. The success of the brand was huge. Now the brand wants to take that strategy to skin care. The consumer and market reactions were phenomenal. To foster organic long term growth, LVMH invests heavily into its brands, including product innovations, creative teams and initiatives around art. She had the existing brand recognitionand she wanted to prove her products were high quality. Long-term strategies lead to long-term wins! In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. The question becomes: how did Fentys PR and marketing strategies contribute to its explosive success? 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.