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. Find out here. However, many people on social media were quick to point out that it wasnt actually the case. Add To Bag. Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. An example is the Galaxy collection a futuristic series of lip and eye products. Simply put, Fenty is doing more than just appealing to a diverse audience to boost its sales and reputation. Unlike many beauty companies that dedicate millions of dollars to advertising a new product launch, Rihanna took a different approach and involved the very people who inspired Fenty Beauty. We can expect to see more collaborations in the future between her brands . The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. Growth and Distribution Network The company has grown rapidly through its partnership with Sephora and department stores like Harvey Nichols. How Fenty's brand positioning generated $100 million in 40 days - Jilt In the age of technology and communications, social media enables plenty of self-branding practices such as profile building and post sharing functions. From the Kardashians to Gwyneth Paltrow, famous faces have been adding their names to brands in the hope that their star power will help boost growth and revenue. 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. All rights reserved. If you havent thought about inclusivity in your advertising, Id encourage you to make the case for it. When a potential or current customer clicks on the hashtag, they are able to see how that specific product looks on different skin tones or how other consumers are using the product. Rihanna's Fenty Beauty Is Changing The Conversation About Beauty 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." Available at @Sephora, @HarveyNichols, and @BootsUK !! As the brand sells a huge range of different shades and colors, thousands of influencers are able to film product reviews. 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. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. Their instagram feed is a mix of product shots and User Generated Content. 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. Updated February 5, 2023 Famous creatives hold so much influence and power. Fenty Beauty - "Beauty for All" Rihanna's brand, Fenty, is all but synonymous with authentic inclusive marketing, created on the foundation that everyone woman is beautiful and should feel included. The first time we showed the Fenty Beauty campaign trailer internally, a room full of business leaders, including myself, got very emotional. Fenty Beauty Skin Foundation's Strategic Marketing Plan Fenty Beauty collaborated with Savage Fenty, Rihannas Lingerie brand by being the exclusive makeup brand for their runway show which was promoted on their social media platforms. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. Apart from implementing Fenty Beautys marketing strategy, you could also learn from the practical ways Fenty has increased awareness and recognition of its brand. Rihanna doesnt shy away from using her fame as an asset for the social media strategy. And the response has been largely positive. 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. In addition to focusing on inclusivity one of Rihannas best moves was choosing the right partner and deciding to launch offline and online at the same time. Here's some advice from fellow marketers. Marketing Strategy and SWOT Analysis of Fenty Beauty Other beauty brands with a diverse range of shades did not make marketing themselves as brands serving all as a central part of their business model. The brand also posts reports from customers wearing and using Fenty products on themselves. 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. Rihannas efforts garnered about $72 million the first month after the launch. The results exceeded all of our expectations. There was no precedent to our radical approach to inclusivity. This YouTube channel has been invaluable to Fentys brand strategy by providing a means to invite consumers behind the scenes. 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. Success also wouldnt have been possible without my diverse, insanely creative and brave marketing team each with their unique background and voice. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! Skincare brand, Fenty Skin has also collaborated recently with Fenty Beauty through an Instagram live where both brands discussed all things skin and beauty with Fenty Skins Ambassador and Fenty Beautys Global Makeup Artist. Fenty Beauty: A Star-Power Marketing Case Study Four beauty brands with incredible content marketing strategies are Allure, Sephora, Byrdie, and L'Oral. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. All skin types. Fentys makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. At the time, there wasn't a brand that truly reached everyone from the lightest skin to the . 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. 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. Please enable Javascript to see this feature. From creative influence to consumer power, the figures say it all. The parent companies listed for Fenty Beauty are Fenty Corp, LVMH and Kendo Holdings. If you want to build a stronger, more sustainable brand, these lessons from the beauty giant will help you along. One brand that has succeeded with this strategy is Fenty Beauty, which is a new line of beauty products created by Rihanna. 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. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. PART 1.A. send an inquiry here: LMD is a Women Owned Small Business (WOSB), Understanding Silent Disabilities Is Essential For a Healthy Workplace, LMD Proudly Announces Leadership Promotions, LMD Rises to Top Positions on Annual GL100 List of Federal Marketing Communications Leaders, Shifting the Paradigm of Public Service to Secure our Nations Future: Three Bold Changes To Bridge The Government Talent Gap, The Evolution of a Small Business with a Big History, Open Sesame: How to Get Meaningful Responses From Your Research Interviews, How Effective Leaders Approach Communication, 5 Steps to Successfully Present Your Concepts, When it Comes to Research, Go Backward, Not Forward, Energy Management is the New Time Management. Nonetheless, Fenty continued this explosive strategy through perfectly-timed product launches. 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. 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. 14409 Greenview Drive, Suite 200 We were also ready to ship directly to 137 countries. A match made in heaven! For example, while Este Lauders foundation will set you back $42, Fentys is just $35. Mohamed (Simo) El Youssoufi - Senior Marketing Manager Europe - Fenty In this article, well explore Fentys history to explore the lessons the beauty industry can learn from the brand and how they continue to increase brand awareness. 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. Since the influencers are raising awareness of the products, the brand could reach potential customers in different locations. Brand Strategies that made LVMH luxury powerhouse - The Strategy Story Fenty Beauty : comment le maquillage a fait de Rihanna une milliardaire But how exactly did Rihanna manage something so impressive? The success of the brand was huge. $32.00. Customers are continually looking for diverse beauty products that promote inclusivity. 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. But Fenty Beauty was not the first brand to offer 40+ shades of foundation. One is that, according to McKinsey analysis, the upstarts are almost all single-brand beauty companies, which account for almost 50 percent of the $2.7 billion in venture-capital (VC) investments the beauty industry has received since 2008 (Exhibit 2) and 80 percent of VC funding in 2017. Fenty Beauty was named Time magazines Best Invention of 2017. Sign up for our Newsletter to receive free, insightful tips on all things brand! 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. The range was celebrated for also including those with albinism. Naturally, several other brands took the initiative after Fentys successful launch and offered similar products for people of color. Rihanna didnt rely solely on marketing and branding to win over such a large target audience: Fenty developed products that centered the customer experience and put their desires first. Fenty Beauty connected emotionally with women who had long been treated as though they didn't exist by the beauty industry. 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. Some artists establish their brands once they get huge recognition. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. Mohamed a galement su prendre en compte et s'adapter . She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. 2. In 2017, Rihanna launched her cosmetic line, Fenty Beauty -- from the singer's full name, Robyn Rihanna Fenty -- with a foundation in 40 shades and 10. November 25, 2021. Many celebrities have their own product lines but few change an entire industry. 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. The YouTube videos cover Rihannas involvement in developing beauty products and brand strategy. Fenty Beauty, created by singer Rihanna, is a new makeup line that is inclusive of all skin types and tones. Combining the scents of magnolia, blueberry, bergamot, tangerine, incense, Bulgarian rose absolute, and more Fenty's scent is all at once vibrant and seductive. They use "colloquialized" terms across social media channels and interact with consumers far more often than any other brand. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab.