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. One thing cosmetic companies need to learn from this Fenty Beauty marketing strategy is thinking of Instagram-worthy products as a practical function. 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. 6 shades Fenty Glow Heat. Instead of just relying on her name to sell the brand, she focused on creating products that put the customer first and helped to increase diversity within the beauty business. Fenty reached 500M euros of sales in the first year. One brand that has succeeded with this strategy is Fenty Beauty, which is a new line of beauty products created by Rihanna. Explore the best sportswear names for your brand right here. Fenty Beauty still practices inclusion through their social media pages. Within Fenty Beauty's first 15 months in business it made $570 million in revenue. 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. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. In some . This makeup brand launched a vast range of 40 foundation shades, which is unusual for a mainstream brand. And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. Header Image Source: Photo by Jazmin Quaynor on Unsplash Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. Fenty Beauty: A Star-Power Marketing Case Study. She usually brings a level of fun to the beauty brand, making it attractive to its youthful audience. 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. But thats not where Rihannas social media prowess ends the Fenty brand has also been extremely active on YouTube. When Fenty Beauty launched in 2017, it was named by TIME as one of the best inventions of that year. Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. Lets take a look at a few examples. 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. Of course, Fentys success on YouTube isnt owed solely to the brands own channel. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. 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's strategy (be it intentional or unintentional) to leverage an infrastructure that allows for bidirectionality between their products and consumers, and between consumers themselves, has led to a living, breathing and growing community that supports one another, and in turn upholds the brand. The five influencers who helped contribute to Fentys astonishing $53.6 million MIV were: Jeffree Star ($1.37M), Laila Loves ($1.1M), Nikkie Tutorials ($1.09M), Lizy P ($1.05M), and Tati Westbrook ($1.03M). 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. The Fenty Beauty line offers a foundation in over 40 different shades so people of all colors can find the perfect match. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. Slices research company shared that Fenty Beauty was well on its way to outsell Kylie Cosmetics, Kat Von D, and several other high-performing brands. 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. And the response has been largely positive. Download this mini-report on Fenty Beauty's brand performance in the US to see just how much of a splash it has made. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. Fentys products are made to be photographed and also photographed in. Four beauty brands with incredible content marketing strategies are Allure, Sephora, Byrdie, and L'Oral. Whether its an online engagement or the use of creative endeavors, customers are always looking for a genuine connection that they can identify with. This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. At the time, there wasn't a brand that truly reached everyone from the lightest skin to the . The results exceeded all of our expectations. This accounts posts range from promotional content and information on products to memes and tutorials. By leveraging on Rihannas star power, they have direct access to her 87 million followers, most of whom are beauty lovers and loyal fans that will support whatever she puts out. Then I also wanted things that girls of all skin tones could fall in love with. In just two short years, she had made a name for herself and when the decision came to focus on other branches of the brand, they had already accumulated a large following. 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. 3. Fenty's products focus on solving their customers' pain points. Speaking about Fenty Beauty Rihanna said that shewanted it to be right and never wanted it to be a rushed project. I always wanted it to be something that was respected and if I feel like Im not there yet, Im not even gonna make an attempt.Speaking about Fenty Beauty, a customer namedShavonne Fagan said:"before Fenty came out there were only three foundations I could find that matched my skin and only one that got my undertone right." In case you're wondering about #FentyBeauty on dark skin, issa YES for me dawg. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. Published on August 05, 2021. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Setting up a brand in a foreign country can be challenging if the country is not market prepared for the product being offered. 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. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. Fenty Beauty Marketing strategy makes the beauty giant unique; this article covers lessons you can learn from them. Using a combination of superior products, celebrity endorsements, social media influencers, impeccably-timed launches, and brand awareness, Fenty has skyrocketed to success. 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. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. As Instagrams users fit perfectly into Fentys ideal target audience, using this platform to reach potential consumers makes perfect sense. Fentys success on YouTube can also be attributed to the brands channel. Fenty Beauty was created by Rihanna in 2017. This YouTube channel has been invaluable to Fentys brand strategy by providing a means to invite consumers behind the scenes. Her vision of "Beauty for All" became our marketing mission. 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%. Sure, having Rihanna behind the brand has helped to attract thousands of customers, but pushing boundaries with its marketing and products has really helped Fenty seal the deal with an often underrepresented target audience: minority women. 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. Ces femmes noires, rondes et fires qui bousculent les codes de la beaut. By positioning itself at the lower end of the luxury beauty range, Fenty has earned a special spot not too exclusive for younger consumers or those with smaller budgets, but still high-end and high-quality. By offering high-quality products at lower prices. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! Stylish, cultured, and powerful women are truly a force to be reckoned with. Fentys products focus on solving their customers pain points. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. A singer, songwriter, fashion designer, and all-around icon, Rihanna burst on the scene in 2005. 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." 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. Another is that 31 percent of the beauty companies that . You know the type the ones that are popular with folks like the Kardashians, Gwyneth Paltrow, and several other famous faces adding their names to brands to boost growth and revenue. There is a major infusion of Rihannas personality into the brand. An example is the Galaxy collection a futuristic series of lip and eye products. All skin types. They are very intentional about posting more than 1 skin tone in every few posts. By the end of its first full calendar year of operation, it had generated $550 million in revenue, making it more successful than other. 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. Updated February 5, 2023 Famous creatives hold so much influence and power. They are well versed in the meme language. We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. The beauty company is Rihanna's baby- Fenty is her last name, and she is the nucleus of the brand. Meanwhile, Fenty always managed to include and celebrate all their consumers, regardless of their ethnicity.