Within a few hours, the darker colors immediately sold out, which served as a wake-up call for the fashion industry. Fentys products arent only innovative, they also offer aesthetics. Although all makeup brands cant be Fenty, below are some lessons from the beauty giant. Do you like this content? 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 . Our approach to inclusion marketing has always been about showing, not telling. In fact, we never once used the word inclusive in our messaging. 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. It used to be an indie brand that turned global since it is now owned by the LVMH group. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. 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. In our first year of business, Fenty Beauty became the biggest beauty brand launch in YouTube history, drove huge success commercially, and was named one of Time Magazine's best inventions of 2017. 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. Then I also wanted things that girls of all skin tones could fall in love with. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. A match made in heaven! To explore this content and receive communications from Google, please sign in with an existing Google account. Sign up for our Newsletter to receive free, insightful tips on all things brand! 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. Shop Now $29. The beauty industry has a long history of not offering inclusive representation for everyone. Think about it raising awareness for 57 million people with just a few Instagram posts is no small feat! Heres how we did it and three lessons we learned along the way. She bolsters the brand on her channel, and it is a top factor that contributes to the impressive start of Fentys success. The question becomes: how did Fentys PR and marketing strategies contribute to its explosive success? Course Hero is not sponsored or endorsed by any college or university. Development of an IMC plan is the major graded component in this course. You really dont know its happening until its happened. It also helps that Fenty Beauty products have distinctive names. 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. Fenty Beauty Marketing Strategy- Lessons From the Beauty Giant. The parent companies listed for Fenty Beauty are Fenty Corp, LVMH and Kendo Holdings. 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. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. 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. 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. In case you're wondering about #FentyBeauty on dark skin, issa YES for me dawg. In the same vein as her Instagram posts, these videos show the casual, authentic side of both Rihanna and Fenty making it easy for viewers to relate. *We would like to communicate with you regarding the products and services of our Marketing . Fentys success on YouTube can also be attributed to the brands channel. We're here to help brands make better marketing decisions by delivering world-class, scalable insights. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. The fact that there are 40 shades of foundation is empowering, celebratory and establishes Fenty as a pioneer within the beauty market. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. 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. 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." This Fenty Beauty marketing strategy helped other makeup brands acknowledge that they did not rigidly define their customers as they thought. The brand doesnt rely solely on Rihannas profile as Fenty also has a dedicated Instagram page with over 10 million followers. 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? Speaking about the brandTime magazine said:"Fentys unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products." The singers Twitter also comprises promotional posts about Fenty. Download our exclusive Brand Bite for more insights below! Answer all parts please Keeping brand development strategies in mind, answer the following questions in ONE line only.I. Log in to help. In 2017, Rihanna launched her Fenty Beauty line, which later named by Time Magazine as one of the best inventions of 2017. The consumer and market reactions were phenomenal. Its no surprise, therefore, that most people want to know what the Fenty Beauty marketing strategy is and why it works so well. 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. Last year Sephora released a study it completed on racial bias. When Rihanna announced that she would be launching her beauty brand Fenty in 2017, most people felt it would just be another celebrity-backed brand. We received photos of lines forming outside of our retailers stores around the world. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Take a look at one of Patricia Brights Fenty videos, pictured above. 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. Rihanna doesnt shy away from using her fame as an asset for the social media strategy. By the end of its first full calendar year of operation, it had generated $550 million in revenue, making it more successful than other. Fenty Beauty Marketing strategy makes the beauty giant unique; this article covers lessons you can learn from them. This article examines Rare Beauty's marketing strategies using the 4 Ps of marketing (product, place, price, and promotion) and the various other strategies the brand employs. The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. Rihanna and the geniuses behind Fenty know a thing or two about increasing brand awareness. Fenty Beauty was created by Rihanna in 2017. Rihanna being a successful musician isn't stopping anytime soon as she ventures into creating a cosmetic brand, Fenty Beauty. Fenty Skin is set for release July 31. Their posts are also highly relatable to their followers. 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. Fenty has been at the forefront of the cosmetic industry since its launch. Here's some advice from fellow marketers. These magnetic tubes can clip together to fit in your bag. 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. It was too late. The brand also posts reports from customers wearing and using Fenty products on themselves. Four beauty brands with incredible content marketing strategies are Allure, Sephora, Byrdie, and L'Oral. Simply put, Fenty Beauty produced a higher quality product than its competitors. Lahore University of Management Sciences, Lahore, University of Maryland, University College, Mangosuthu University of Technology - Durban, BRIANNA-HILGER-24444043-DMKT325-2101B-U4-IP.pptx, Presentation - Group 9 - Victoria's Secret - Section V .pptx, Activity 2 - Consumer Influence Worksheet (6).docx, A 23 yr old patient who has a history of fluctuating weight gains and losses 3 A, Exploring Beliefs About Significant World Events.docx, Intro Adm. For Further Thought Ch. And direct sales surpassed all of our estimations, crashing our website. Charg de Marketing et Communication Unibail-Rodamco juin 2015 . It helps to stay top of mind with their customers regardless of time zone. Among Fentys competitors, the most extensive foundation ranges top off at around 33 shades, and historically, consumers with darker skin tones had to wait long periods for their shades of products. Even though not all of Rihannas social media followers purchase Fentys products, theyre well aware of the brand. 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. These posts make it easy for viewers to relate to the products. She trusted her products quality, and it paid offa majority of the reviews were overwhelmingly positive. However, in 2019, Rihanna changed this to an image of herself at the Fenty Paris launch party. But how is the company's brand awareness doing? At least that was the message from the updated UNFCCC Fashion Industry . Another is that 31 percent of the beauty companies that . 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 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. In 2017, Fenty Beauty launched 40 shades of foundation, and that has since grown to 50. CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. Fenty Beauty connected emotionally with women who had long been treated as though they didn't exist by the beauty industry. I consider them like spices on a marketing spice rack cooking up well-seasoned stories that are good for the world and good for business. Tarz (clothing line) by HabitIV. From social media to influencer marketing, the brand has successfully spread the word about its products. 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? The promo image expertly highlighted this by showing off the foundations color pallet on real models. Of course, Fentys success on YouTube isnt owed solely to the brands own channel. Want to read all 36 pages? Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. 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. Rihannas makeup line has blown the cobwebs off what we once assumed was an over-saturated industry. Please enable Javascript to see this feature. The ProFiltr Foundation is one of Fentys most iconic products, as it offers an impressive number of shades covering pretty much every skin tone. However, what is impressive is its blend of content which includes testimonies and reviews from some of the most respected influencers in the beauty industry. What resulted is a movement that shifted the beauty industry. Rihanna understood women with darker skin and special skin conditions struggled to find makeup that was suited for their skin. Lets delve into it and see if all they had to do was rely on Rihannas influence. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. Rihanna is the globe's newest billionaire, landing on Forbes' list of America's Self-Made Women, where her net worth is estimated to be $1.7 billion. Instagram users perfectly fit into Fentys ideal target audience. 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. Its also managed to carve out a niche audience for itself: luxury beauty lovers with a smaller budget.