fenty beauty communication strategy

Get in touch to discuss how an influencer marketing strategy can reduce your advertising spend and grow your bottom line. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. We and our partners share information on your use of this website to help improve your experience. Press and consumers ultimately saw a fun and flawless execution, but what they didnt see were the efforts of more than 500 global leaders across brand and merchandising, supply chain, marketing, social, and retailer teams doing synchronized swimming to pull it off. Fenty Beauty launched initially with just makeup in 2017. 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. Published on August 05, 2021. You might not be Rihannabut you can take lessons from her. featuring Rihanna and BAME models, including Jessie Li and Slick Woods, Fans, beauty bloggers, and makeup artists. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Ole Henriksen and Lip Lab. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. The brand encourages its customers to make use of the hashtags to post their content when they make use of Fenty Beauty products. As Instagrams users fit perfectly into Fentys ideal target audience, using this platform to reach potential consumers makes perfect sense. Kendo was created in 2008 as an incubator by LVMH as a way to create brands that could be sold in LVMH owned Sephora. 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. But what if you could use a celebritys existing brand loyalty to catapult your product launch? 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. The only link on her bio also directly leads to the Fenty Beauty website. FentyBeauty launched in 2017 in 17 countries all at once, at 1,620 stores (exclusive to Sephora in the United States and exclusive to Harvey Nichols in the UK) a rather unprecedented move that likely would have been more difficult or impossible to execute without the LVMH partnership. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. Her vision of "Beauty for All" became our marketing mission. 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. Development of an IMC plan is the major graded component in this course. The Business of Diversity: Fenty Beauty, Inclusive Marketing, and Social Media By: Vanessa Chen 1 Vanessa Chen Trinity College Dublin The Business of Diversity in the Beauty Industry: Fenty Beauty, Inclusive Marketing, and Social Media This research paper explores the business of diversity in the beauty industry, with a focus on Fenty Beauty's business, inclusive marketing strategies, and . Inclusive is how we were defined by the press and consumers. Their instagram feed is a mix of product shots and User Generated Content. 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. 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. In this article, well take a deep dive into Fenty's branding to see how the singers own image and business savvy helped to build a seemingly unbeatable brand identity. If Rihanna hadnt been so focused on maintaining the quality of her products, it would have been much more difficult to achieve the cult brand following Fenty now has. Based on the objective rules in the, Analysis : Energy Balance 1. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. There was no precedent to our radical approach to inclusivity. And, just like Rihanna's other products, is extremely well-thought-out and sticks to the brand's visual identity. 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 . This YouTube channel has been invaluable to Fentys brand strategy by providing a means to invite consumers behind the scenes. Fenty Beauty's marketing campaign and execution have been praised by outlets and beauty bloggers alike the latter a notoriously tough crowd despite the challenges of staying stocked in. In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. By using our services, you agree to our use of cookies. Luckily, this is a top Fenty Beauty marketing strategy which is one of the reasons Fentys word-of-mouth marketing was off the charts. Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. In every product I was like, 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. You want people to appreciate the product and not feel like: Oh thats cute, but it only looks good on her.. This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. biggest beauty brand launch in YouTube history. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. Lets delve into it and see if all they had to do was rely on Rihannas influence. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. In this particular video, Bright tries out some new Fenty products while following instructions from a tutorial video that Rihanna filmed for Vogue. We had to break and disrupt all the traditional marketing rules and carve a new path. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Fenty Beauty x Influencers. 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. They are well versed in the meme language. But how exactly did the brands campaigns roll out across the different digital channels? This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. pic.twitter.com/RRiFkvQKR6, #FentyBeauty has got SHADES! Additionally,partnering with LVMH gave Fenty Beauty global distribution that was hard to match, through Sephora, one of the largest beauty retailers in the world. 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. Using social media to communicate with its target audience is one of Fenty Beauty's primary initiatives. The range was celebrated for also including those with albinism. November 25, 2021. Just me pullin up to Sephora to make sure @fentyskin is loaded! Every brand needs to know who its target audience is, and this is one area where Fenty has truly excelled. At least that was the message from the updated UNFCCC Fashion Industry . Many celebrities have their own product lines but few change an entire industry. Enjoy! She constantly posts about the beauty brand to her followers through engaging video content and pictures when she makes use of the product. Refresh the page, check Medium 's site status, or find something. 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. The Icon Velvet Liquid Lipstick stands by its name because it was what Rihanna wore at her iconic 2022 Superbowl . This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. As this product line was meant for everyone, it makes sense that it was launched with an uber-inclusive ad featuring both male and female models with a variety of skin colors. Updated February 5, 2023 Famous creatives hold so much influence and power. The company's total revenue as released by LVMH was 570 million USD. Since then, other makeup brands have widened the shade range of their foundation to cater to more skin tones. Rihanna focuses on all women and now all women want her products. As an actress, model, artist, entrepreneur, and black woman, Rihanna recognized a critical need in the makeup industry for inclusive makeup shades that perform well on all skin types and tones: I wanted things that I love. 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. Within Fenty Beauty's first 15 months in business it made $570 million in revenue. Hundreds of people started posting selfies of themselves wearing Fenty Beauty on social media; our first repost was of a beautiful woman wearing a hijab. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. Plus, Rihanna knows this is the vibe that will hit the right note with Fentys audience. Additionally, Fenty also provides a practical function for their wide range of Match Stix. Kendo has a significant amount of autonomy and the people working there often have start-up experience creating a risk profile among employees that is different than what exists in most companies. Exclude no one Cookies help us deliver our services. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Its also managed to carve out a niche audience for itself: luxury beauty lovers with a smaller budget. The first time we showed the Fenty Beauty campaign trailer internally, a room full of business leaders, including myself, got very emotional. 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. Radio 1 Newsbeat s'est entretenue avec des experts en beaut pour dcouvrir les secrets du succs massif de Fenty. 1. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you . "It's terribly frustrating. Fentys makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. 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. The beauty industry has a long history of not offering inclusive representation for everyone. 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. A sportswear business can be quite profitable, especially with the correct name. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. Although the show was an offline marketing event, it was extremely well-received on social media, with many people taking to Twitter to praise the singers use of plus-size male models. Expertise from LMD communications gurus to help you market smarter. And the response has been largely positive. The brand is also known for partnering with several social media influencers. Another is that 31 percent of the beauty companies that . High quality products. 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. Distributing content around the world in real time required surgical precision. 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. Their posts are also highly relatable to their followers. The enticing role of products like this allows people to feel like theyre personalizing the visual story they create. 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. They post 410 times daily. Fenty Skin is set for release July 31. But in case Rihanna wont get back to you here are three things she did differently to keep customers coming back for more. This creates an inclusive beauty community where everyone is welcome and if you dont know how to work your makeup well, they have tutorials to guide you. Fenty has always strived to be nothing but authentic. Here's how we did it and three lessons we learned along the way. And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. 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. This also puts LVMH at the forefront of "the new" and acts as its own campaign in helping the world discover talent. . The Fenty Beauty line offers a foundation in over 40 different shades so people of all colors can find the perfect match. Rihanna doesnt shy away from using her fame as an asset for the social media strategy. 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. Fenty Beauty was named Time magazines Best Invention of 2017. Apart from implementing Fenty Beautys marketing strategy, you could also learn from the practical ways Fenty has increased awareness and recognition of its brand. 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. 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. Rihanna, from the beginning wanted to serve everyone. 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!" You will critically evaluate how Shopee has grown under the leadership of its, IMC plan is Roomba's iRobot j7+. Sephora also provided Fenty with great merchandising and product placement in-store and online. Although all makeup brands cant be Fenty, below are some lessons from the beauty giant. Read more to find out how. This is the fastest way to reach the company's target, as billions of people in the world use it. In the first month alone, the brand made a whopping $72 million. Today, Fenty Beauty's marketing strategy is to provide beauty for all. When Fenty Beauty launched in 2017, it was named by TIME as one of the best inventions of that year. As the brand sells a huge range of different shades and colors, thousands of influencers are able to film product reviews. Inclusion was more than the number of shades; it was the well-crafted nuance of each shade in the range that also served as a proof point. Rihannas posts often show her using Fenty products in a playful and authentic manner, bringing a level of fun to the brand which makes it attractive to its youthful audience. Fans, beauty bloggers, and makeup artists were all present at the brands launch party in New York City during Fashion Week. This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. Question 1 options: Almond milk Goat's milk, This is an individual assignment that evaluates your theoretical and applied knowledge related to digital marketing. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. How does a beauty brand generate 500 million euros in sales in its first year? Sharing marketing knowledge and things i find interesting. 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. You never forget it.". Answer all parts please Keeping brand development strategies in mind, answer the following questions in ONE line only.I. This full-coverage, long-wearing formula is what set Fenty Beauty apart from the day the brand launched. 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.

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