Celebrity beauty brands have become sort of a reluctant norm in today’s culture, we expect to see new brands so often however it is mostly nothing short of mediocre and unjustifiably expensive.
When it comes to these brands, few have made an impact quite like Fenty Beauty by Rihanna. Since its launch in 2017, Fenty Beauty has quickly become a cultural phenomenon, taking the beauty industry by storm and setting new standards for inclusivity, representation, and diversity.
Originally launched with their Pro Filt’R foundation in 40 shades, Fenty Beauty has since expanded to 50 shades.
As can be expected, the launch caused a significant buzz on social media and was met with a lot of excitement, particularly among people of color who had long struggled to find foundation shades that matched their skin tones. On platforms like Twitter and Instagram, people shared their excitement about the launch, with many expressing their gratitude to Rihanna for creating a makeup line that was inclusive and represented a wide range of skin tones. The hashtag #FentyBeauty quickly began trending on social media, and people shared images and swatches of the different foundation shades.
In addition, many praised Fenty Beauty for setting a new standard in the beauty industry for inclusivity and diversity and talked about the potential for the range to be sold out quickly, given the high demand. The brand reportedly generated $72 million in earned media value in its first month alone, according to WWD.
In this article, we’ll take a closer look at the strategies that have made Rihanna and the Fenty Beauty brand true marketing geniuses.
What is it about Fenty Beauty by Rihanna that sets it apart from other beauty brands?
Rihanna’s focus was on creating products that catered to people of all skin tones and undertones and this was a significant breakthrough in the beauty industry, as many makeup brands had previously failed to offer a diverse range of shades.
To promote inclusivity, Fenty Beauty’s marketing campaign always features models across all races, skin tones, and genders. This approach resonated with people who felt underrepresented in the beauty industry and as a result the brand quickly gained a loyal following.
Furthermore, Fenty offers high-quality products at affordable prices, so while Fenty is considered a luxury brand, their prices are a tad lower than other competitor luxury beauty brands. For example, while Charlotte Tilbury’s foundation will cost you $49, Fenty Beauty’s Pro Filt’R foundation retails at $40 on its website.
How has Fenty Beauty proven to be a marketing genius?
The team at Fenty Beauty and Rihanna know their onions when it comes to marketing and advertising. From jumping headfirst into influencer marketing to creating an interactive social media page, they have been able to attain success in the beauty industry. Let us take a look at some of these genius marketing strategies.
Fenty Beauty by Rihanna’s Marketing
By using Rihanna’s social media accounts
Rihanna has a whopping 144M followers on Instagram and 108M on Twitter. Now although a good number of Riri’s followers might not be following her because of her brand, it is still a big advantage to have that many followers because a great percentage of Instagram users as a whole fit into Fenty Beauty’s target audience.
Rihanna occasionally posts tutorials and videos of her using her products on her IG page in a fun, lighthearted, playful sort of way that attracts a younger audience. Her Twitter page isn’t left out as she always updates about new releases and new products that are available on the market.
Fenty Beauty’s social media accounts
Fenty Beauty’s marketing campaigns are known for being bold and innovative. This helps to create excitement and anticipation around new product releases, and it keeps the brand in the public eye.
A quick look at all the social media accounts of Fenty beauty will reveal that the brand means business with its tagline “Beauty for all”. The social media accounts feature tutorials from models and influencers of all races and all skin tones, in doing so, consumers can see what different products would look like on their skin tone before making a purchase. A favorite has to be the Fenty Beauty by Rihanna YouTube channel where consumers get a somewhat intimate look into product reviews and tutorials from Rihanna herself, influencers, or models.
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Amazing Product Placement
A very recent example of effective product placement can be seen during the halftime show at the Super Bowl LVII; an American football championship where Rihanna performed. During the 13-minute-long performance, the singer paused to touch up her makeup using her Fenty Beauty Invisimatte Instant Setting + Blotting Powder. As can be imagined, this move captured the attention of millions of viewers and created a buzz on social media. The increase in sales of the Invisimatte Powder is sure to skyrocket.
Influencer Marketing
With the growth in market size of influencer marketing over the past few years, it doesn’t come as a surprise that the Fenty Beauty team takes advantage of it to bring awareness to their brand. Fenty Beauty partners with a good number of influencers on different social media platforms to promote brand awareness. That way consumers and potential customers can see what different products would look like on their skin tone before purchase.
A creator on TikTok who goes by Kimberleypossible posted a video, last August where she used the Fenty Beauty Gloss Bomb Heat in Hot Chocolit. The video has now garnered over a million views with some users leaving comments like “you mean to tell me this isn’t a lipgloss ad?”. Others commented that they purchased the product because of Kimberleypossible’s video with others even tagging the official Fenty Beauty TikTok account. After the video went viral, the Fenty Beauty PR team sent the creator every single shade of their Gloss Bomb Heat.
In conclusion, a combination of the brand’s quality products and innovative marketing strategies have truly made them a force in the beauty industry. Fenty developed products that catered to the beauty consumers’ needs. Rihanna’s active involvement in product marketing and Fenty Beauty’s inclusive approach to beauty, partnership with influencers, packaging design, and bold marketing campaigns all play a significant role in making Fenty Beauty a household name in the cosmetics industry.
Fenty Beauty by Rihanna’s Marketing has proven that her influence not just as an artist but a business mogul on a global scale and everyone should take notes.
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