fenty beauty communication strategy fenty beauty communication strategy

We and our partners share information on your use of this website to help improve your experience. She used her own experience as a starting point, inspired by the number of times she'd walked away from the makeup chair disappointed. Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. However, in Fentys case, the thought and care directed toward product development covered all areas. By Karen Tang and Tricia McKinnon. Built around Rihanna's persona, Fenty Beauty has a mandate of inclusivity: "Beauty for All", focused on a wide range of shades for traditionally hard-to-match skin tones, with formulas that work for all skin types and pinpoint universal shades. And, once again, Fenty joined forces with influencers who have helped spread awareness for the new product and strengthen its allure through their association with it. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. 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. 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.". 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. How Rihanna's Fenty Beauty delivered 'Beauty for All' - and a wake-up call to the industry. Fenty doesnt rely solely on marketing and branding to win over its target audience. 2023 Latana GmbH. But, as consumers embraced digital shopping experiences throughout the pandemic, online sales became a significant revenue driver. 14409 Greenview Drive, Suite 200 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. $32.00. Of course, Fentys success on YouTube isnt owed solely to the brands own channel. To explore this content and receive communications from Google, please sign in with an existing Google account. There was no precedent to our radical approach to inclusivity. 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. 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. She bolsters the brand on her channel, and it is a top factor that contributes to the impressive start of Fentys success. While most beauty brands have a 1% fan engagement on average, Fenty Beauty's Instagram account was able to reach 10.41%, and generated almost 80K influential posts within the first month . However, the same cant be said for the male fashion industry, as plus-size male models have been left in the shadows. Check here for some name suggestions and tips on creating catchy fashion house names. In August 2021, Fenty dropped the much-anticipated Fenty EUR DE PARFUM, dubbed by Rihanna "a memory encapsulated in into a fragrance. Fentys products focus on solving their customers pain points. Instagram users perfectly fit into Fentys ideal target audience. (10 pts) Cronometer uses the Mifflin-St Jeor equation for estimating energy expenditure ("Calories Burned"). 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. Within a few hours, the darker colors immediately sold out, which served as a wake-up call for the fashion industry. Please enable Javascript to see this feature. Fenty Beauty is marketed as a high-quality, affordable line that is perfect for . Even if some of Rihannas social media followers wont buy Fentys products themselves, shes still been successful in making them aware of her brand. Another is that 31 percent of the beauty companies that . But how exactly did the brands campaigns roll out across the different digital channels? By encouraging everyone who took samples home to leave honest reviews on social media, as well as asking customers to leave online reviews, Rihanna made it clear she was open to feedback from her target audience. From their posts to their. This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. Does this mean Rihanna has a favorite amongst her businesses? 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. Rihannas posts usually showcase her using Fentys products authentically and playfully. Whether its an online engagement or the use of creative endeavors, customers are always looking for a genuine connection that they can identify with. As many people know, Fenty Beauty launched with 40 shades of foundation. And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. 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. This full-coverage, long-wearing formula is what set Fenty Beauty apart from the day the brand launched. All their products are included in captions as hashtags. Based on your location, we recommend you check out this version of the page instead: Discover the latest data, insights, and inspiration from Think with Google. Clearly catering to as many customers as possible, this campaign showed that Fenty dared to go where few beauty brands have gone before: radical inclusivity. The Social Grabber 2023. Fenty Beauty uses models from many ethnicities allowing the brand to become known as "the new generation of beauty". The beauty giant provided the cosmetic industry with a template to borrow from.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'440industries_com-leader-3','ezslot_16',838,'0','0'])};__ez_fad_position('div-gpt-ad-440industries_com-leader-3-0'); Without a good product, diversity and timing would be unimportant. Nonetheless, Fenty continued this explosive strategy through perfectly-timed product launches. Mohamed a galement su prendre en compte et s'adapter . Using social media to communicate with its target audience is one of Fenty Beauty's primary initiatives. 6 shades Fenty Glow Heat. Although all makeup brands cant be Fenty, below are some lessons from the beauty giant. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. Many celebrities have their own product lines but few change an entire industry. MRKT 354 Integrated Marketing Communications, University of Maryland University College, Concise Marketing Overview of the Product & Its Role in the Market, Type of Product Lifecycle & Benefits/Features Analysis, Current Supply Chain Members & Their Rolls, Part 1 Communications Objectives & Issues, Issues Impacting the Objectives Attainment, Part 2.1 Communications Strategy Recommandations, Part 2.a Marketing Communications Strategy Recommendations, Part 2.b Marketing Communications Strategy Recommendations, Part 2.c Marketing Communications Strategy Recommendations, Part 2.d Marketing Communications Strategy Recommendations, CONCISE MARKETING OVERVIEW OF THE PRODUCT. Lets delve into it and see if all they had to do was rely on Rihannas influence. It was a lesson to the beauty industry that there was a need for inclusivity in their product lines. For example, while Este Lauders foundation will set you back $42, Fentys is just $35. Lays by PepsiII. But thats not where Rihannas social media prowess ends the Fenty brand has also been extremely active on YouTube. 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. 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. Setting up a brand in a foreign country can be challenging if the country is not market prepared for the product being offered. Strategy: Fenty Beauty is a known, and popular makeup brand, helped by its association with superstar founder, Rihanna. Thank you @rihanna!!! The brand doesnt rely solely on Rihannas profile as Fenty also has a dedicated Instagram page with over 10 million followers. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. This accounts posts range from promotional content and information on products to memes and tutorials. 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. 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 also posted a photo of herself and A$AP Rocky with the caption "No matter who you are, you deserve to have great skin!" Long-term strategies lead to long-term wins! The brand is also known for partnering with several social media influencers. . 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 ($1.03M). Distributing content around the world in real time required surgical precision. From social media to influencer marketing, theyve been massively successful in spreading the word about all of Fentys products. If you know what youre doing, TV advertising on niche channels can expose a brand to new consumers within their target market. Investment in innovation and its houses. We received photos of lines forming outside of our retailers stores around the world. Rihanna kept up with this trend by making appearances at brand launches in various fashionable cities like London, Madrid, and Paris. Updated February 5, 2023 Famous creatives hold so much influence and power. In our first year of business, Fenty Beauty became the biggest beauty brand launch in YouTube history, drove huge success commercially, and was named one of Time Magazine's best inventions of 2017. Huda Beauty has determined that its most effective strategy of marketing is through the use of social media. She provided makeup kits for everyone to take home, and invited her guests to provide honest feedback about the products. Lets take a look at a few examples. Course Hero is not sponsored or endorsed by any college or university. According to Sprout Social, 83% of people. When the ad was first posted to Rihannas Instagram, followers were excited to see big names like Lil Nas X and A$AP Rocky as cameos. 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. 3. They are well versed in the meme language. Fentys YouTube channel is also invaluable to Fenty Beautys marketing strategy. The fashion industry will only achieve its sustainability targets if brands dedicate communications to making sustainable lifestyles desirable. Every brand needs to know who its target audience is, and this is one area where Fenty has truly excelled.