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40 shades (one of the largest ranges of shades in the makeup industry) Long ware and Buildable (can be light or full coverage) 100% cruelty free. 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 . Today, Fenty Beautys marketing strategy is to provide beauty for all. If you know what youre doing, TV advertising on niche channels can expose a brand to new consumers within their target market. Furthermore, Fentys products are incredibly high-quality. And, just like Rihanna's other products, is extremely well-thought-out and sticks to the brand's visual identity. The brand is also known for partnering with several social media influencers. Growth and Distribution Network The company has grown rapidly through its partnership with Sephora and department stores like Harvey Nichols. They know what internet slangs are trending and tap into it to communicate with their audience. While people are looking for products that work, they also want makeup products that look good. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Partnering with social media influencers has also been incredibly helpful in spreading awareness. Various trademarks held by their owners. 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. Within the first few days of Fentys launch, the Fenty Beauty Instagram account already amassed over 1 million followers. She constantly posts about the beauty brand to her followers through engaging video content and pictures when she makes use of the product. Rihanna focuses on all women and now all women want her products. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. Answer all parts please Keeping brand development strategies in mind, answer the following questions in ONE line only.I. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. 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 Skin is set for release July 31. 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.". It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. Lets delve into it and see if all they had to do was rely on Rihannas influence. Fenty Beauty has a responsibility to uphold ethical behaviour when conducting its business by promoting a culture that observes and promotes ethics and the managers and leaders lead by example. Fenty doesnt rely solely on marketing and branding to win over its target audience. Moving the focus of your marketing efforts towards brand is not an easy task-especially for executives who've been in the marketing game for a while. They are well versed in the meme language. We're making content recommendations better for thousands of readers. It also helps that Fenty Beauty products have distinctive names. She decided to invite a host of influencers to the brands launch. Why its So Hard to Make Money, https://contentwriters.com/blog/5-lessons-marketers-can-learn-from-rihannas-fenty-beauty/, https://go.octoly.com/insights-brands/fenty-beauty, https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/, https://www.retaildive.com/news/rihanna-joins-luxury-group-lvmh-with-fenty-launch/554630/, https://www.prdaily.com/3-lessons-in-social-media-brilliance-from-rihanna/, https://medium.com/@tanvi00sharma/the-fenty-impact-what-beauty-marketing-can-learn-from-rihanna-9f12dea11c40, http://www.thefashionlaw.com/home/lvmh-confirms-fenty-maison-luxury-collection-with-rihanna, https://www.businessoffashion.com/articles/beauty/fenty-beauty-vs-kylie-cosmetics-the-race-to-a-billion-dollar-brand, https://www.forbes.com/sites/pamdanziger/2019/05/11/what-the-lvmh-rihanna-partnership-means-for-the-luxury-market/#5d8e716d57db, https://www.racked.com/2018/5/30/17409524/fenty-effect-foundation-40-shades, https://www.elle.com/beauty/makeup-skin-care/a12480648/rihanna-fenty-beauty-makeup-forever-feud/, https://www.independent.co.uk/life-style/tarte-cosmetics-foundations-white-people-mlk-martin-luther-king-day-a8163026.html, https://wevetoblog.wordpress.com/2017/10/20/a-case-study-of-fenty-beauty-by-rihanna/, https://www.teenvogue.com/story/time-magazine-named-fenty-beauty-one-of-2018s-most-genius-companies, https://www.businessinsider.com/fenty-beauty-is-on-track-to-outsell-all-the-kardashian-beauty-lines-2018-1, https://www.cnbc.com/2017/10/26/4-career-lessons-you-can-learn-from-rihannas-latest-business-ventures.html, https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/what-beauty-players-can-teach-the-consumer-sector-about-digital-disruption, https://adage.com/article/special-report-marketer-alist/marketer-a-list-2018-fenty/315798, http://money.com/money/5271495/rihanna-net-worth-fenty/, https://www.chicagotribune.com/lifestyles/fashion/ct-rihanna-cosmetics-launch-20170926-story.html, https://www.refinery29.com/en-gb/2017/09/170831/fenty-beauty-rihanna, https://www.glamour.com/story/fenty-beauty-rihanna-legacy, https://qz.com/2043156/how-lvmh-helped-make-rihanna-a-billionaire/?utm_source=pocket_mylist, Learn more about me at: www.triciamckinnon.com. featuring Rihanna and BAME models, including Jessie Li and Slick Woods, Fans, beauty bloggers, and makeup artists. When Fenty Beauty launched in 2017, it was named by TIME as one of the best inventions of that year. Fenty Beauty x Influencers. Inclusive is how we were defined by the press and consumers. While it would be easy to attribute the success of Fenty Beauty just to Rihannas star power or her focus on inclusivity, there are other parts of Fenty Beautys strategy that contributed to the brands disruption of the beauty industry. The parent companies listed for Fenty Beauty are Fenty Corp, LVMH and Kendo Holdings. But Fenty Beauty was not the first brand to offer 40+ shades of foundation. The Quorn brand is expected to become a billion-dollar business by 2027. 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. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. Powered by - Designed with theHueman theme. 14409 Greenview Drive, Suite 200 Rihannas efforts garnered about $72 million the first month after the launch. So for her Brooklyn, NY launch party during New York Fashion Week, she invited fans, celebrities, beauty bloggers, and makeup artists to sample her 40 shades of makeup and engage with the product. Fenty Beauty, created by singer Rihanna, is a new makeup line that is inclusive of all skin types and tones. Therefore, it makes perfect sense to utilize this platform to reel in potential consumers. 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. Based on the objective rules in the, Analysis : Energy Balance 1. What type of energy balance would Martha be in, and would you expect for her to lose or gain weight, Which of the following is an appropriate source of nutrition for young infants (birth through 4-6 months of age)? We're here to help brands make better marketing decisions by delivering world-class, scalable insights. Rihanna and the geniuses behind Fenty know a thing or two about increasing brand awareness. The success of the brand was huge. In 2017, Fenty Beauty launched 40 shades of foundation, and that has since grown to 50. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. The fashion industry will only achieve its sustainability targets if brands dedicate communications to making sustainable lifestyles desirable. Charg de Marketing et Communication Unibail-Rodamco juin 2015 . However, the same cant be said for the male fashion industry, as plus-size male models have been left in the shadows. Corporate or blatantly promotional videos wouldnt go over well with the crowd or have the desired effect. We were also ready to ship directly to 137 countries. About the foundation. November 25, 2021. In August 2021, Fenty dropped the much-anticipated Fenty EUR DE PARFUM, dubbed by Rihanna "a memory encapsulated in into a fragrance. Many celebrities have their own product lines but few change an entire industry. She used her own experience as a starting point, inspired by the number of times shed walked away from the makeup chair disappointed. Working with LVMH also gave Fenty Beauty the infrastructure necessary to launch a brand on a globalbasis almost instantly. They revolutionized the makeup business by launching with a 40-shade foundation range. Throughout the video, Bright chats to her viewers while simultaneously reviewing products and explaining how and why shes using them quite similar to how someone working a makeup counter would operate. The singers Twitter also comprises promotional posts about Fenty. This full-coverage, long-wearing formula is what set Fenty Beauty apart from the day the brand launched. 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. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. Many top brands immediately expanded their range after the Fenty launch, and it belittled earlier claims that it was too difficult to achieve this. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. prefer brands who are friendly and only 33% prefer snarky. 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. 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. Last year Sephora released a study it completed on racial bias. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Fentys products are made to be photographed and also photographed in. From social media to influencer marketing, the brand has successfully spread the word about its products. It was too late. Having made an appearance right before the holiday season, many fans received products from this collection as gifts from their family and friends and shared posts about it online. 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. However, in Fentys case, the thought and care directed toward product development covered all areas. Want to read all 36 pages? This has resulted in an unprecedented buzz in the beauty industry. The line includes 40 different foundation shades, as well as a wide range of lipsticks, eyeshadows, and blushes. 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. Rihanna is well aware that this vibe will hit the right note with Fentys audience. Does this mean Rihanna has a favorite amongst her businesses? 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. But, as consumers embraced digital shopping experiences throughout the pandemic, online sales became a significant revenue driver. Historically, brick and mortar sales drove growth within the beauty industry. Fenty social media refers to her as "mom." " To sell something with your name on it, it reflects who you are, and who you've presented yourself as," says Souzan Michael of Fashion Magazine. Just ask Rihanna. Laurel, Maryland 20708. For example, while Este Lauders foundation will set you back $42, Fentys is just $35.