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. Our marketing mission was underway to build a beauty brand for the next generation. In terms of business strategy, Kylie Cosmetics are the main competitors, both brands appeal to Millennials and heavily use digital marketing in order to promote their product portfolio. Loreal Paris are the market leaders of the cosmetics industry and have been deemed to have a market share of 13.7%, which makes it the most valuable organisation within the industry. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. Especially with the help of beauty influencers whose opinions matter to millions of people. Continuing with the endorsement appeal, the website displays products chosen as Rihanna’s favourites, this gives the impression that customers can be like Rihanna, by purchasing her favourite products. Fenty Beauty claims to be an all inclusive brand in the market of celebrity endorsed cosmetics. Sephora is a French cosmetics company that is a specialist in makeup and also deals in personal care, skin care, and accessories. During the month of January, Fenty Beauty racked up a total MIV of $96.2 million, with Anastasia Beverly Hills and Too … Let’s have a look at the product range launched under Fenty Beauty: just a month after the launch, Rihanna created a Galaxy Collection of vibrant eyeshadow colours. Fenty Beauty’s initial launch focused on the face, with a primer, foundation, contouring, concealing, highlighting and blotting products. By using Rihanna’s celebrity account, Fenty Beauty is able to directly access more than 57 million followers, on a daily basis. - An Octoly Success Story As a result, Fenty Beauty is receiving a lot of attention from the beauty bloggers and their millions of followers. This means that young consumers are more likely to write positive reviews online. Factors to be considered when selecting a Celebrity endorser . It has become a very powerful tool in the world of social media; influencers are described as people who build a large network of followers, regarded as trusted tastemakers in one or several niches. Online Reputation Management: What Your Business Needs... © Copyright 2019 - Alvomedia | All Rights Reserved . In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. Fenty Beauty by Rihanna was created with promise of inclusion for all women. By using our services, you agree to our use of cookies. On the Fenty website search results, it contains some hyperlinks, namely foundation shade finder, about Rihanna and store locator. Over 90% of the 150 million people on Instagram are under the age of 35, which makes it an attractive social media platform for celebrity endorsed brands. Directora de Marketing de Kendo Brands, incluida Fenty Beauty. The use of bold text shows the name and rating of the product, which reduces information overload. Beauty bloggers, influencers, celebrities, and clients acclaimed Fenty Beauty that released 40 different shades of foundation the very first week of its release and celebrated the inclusivity that this act represented. What marketing strategies does Fenty-beauty-by-rihanna use? The medium to high priced strategy of Fenty Beauty still appeal to customers with rare skin conditions. Press and consumers ultimately saw a fun and flawless execution, but what they didn’t 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. Get traffic statistics, SEO keyword opportunities, audience insights, and competitive analytics for Fenty-beauty-by-rihanna. alvomedia.com/news/digital-marketing-strategy-fenty-beauty-rihanna Could be doing more to convey men in make-up. This is the most important platform as it is the place for purchasing the actual products. Instagram Stories was introduced in 2016, and proved very successful. There are many ways in which Rihanna uses Instagram to her advantage; 1. the packaging of her products are aesthetically pleasing and Instagrammable, and up to the official launch date, she posted teasers of her products, and the posts are accompanied by upbeat music. The company operates in the cosmetics industry selling a range of products and according to Consultancy, the global cosmetics market is estimated to be around 160£ billion in total. Sheridan&Co worked with the brands’ owner, Kendo, to design and deliver the retail identity of Rihanna’s inclusive beauty brand – Fenty – across all UK Harvey Nichols stores. The Fenty Beauty campaign is heavily reliant on digital marketing, with both the website and social media as platforms, which shows just how influential these channels can be. Brand name: Associated with Rihanna 2. Distributing content around the world in real time required surgical precision. Marketing Mix. They have efficiently understood our key objectives and helped to develop an effective marketing strategy.". With such a triumphant launch, Rihanna paved the way for marketers for years to … Together, they reach a wide range of audiences. Instagram has become Rihanna’s competitive advantage; her Instagram page Fenty Beauty, was launched 1st August 2017, and 3 months later has already gained 2.1 million followers, a staggering number for the short time frame. The internet actually christened it “the new generation of beauty”. Viewers on YouTube are taken behind the scenes of the brand. Therefore, it is no surprise that Rihanna incorporated influencer marketing and of course, she has celebrity status herself. This allowed so many women to find themselves in the brand and feel included. It generated a lot of earned media value, about $45 million for the brand, from this channel alone. In the past few years, memes have become an Internet craze, one particular meme craze has been to use Rihanna’s facial expressions as a reaction to something. We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. They approach projects with a different perspective.They are really willing to learn about the business needs and what our objectives are. The department store is very well connected to the Fenty Instagram page, and tagging #fentybeauty, regamming posts and etc. Consumers can express their views, and spread awareness through social media platforms. Now, we can examine the different categories on the Fenty YouTube channel; there is a category of different vloggers reviewing the Fenty beauty range. Il a bousculé les codes et suscité une prise de conscience dans le secteur de la beauté. This gives the impression that the product range is exclusive. Fenty Beauty is a high street brand – therefore it is expensive. It shows Rihanna’s involvement in the product’s success, in creating the product and showing the authenticity of the founder. Her campaign is based on the idea that her makeup is for everyone. One mistake could derail the entire marketing plan. top 25 inventions of 2017 by Time Magazine, vlogger reviews of the darkest foundation shades. We used our marketing insight to select street fashion hotspots where likely buyers could post the striking campaign art on social media platforms. Her range of foundation is what the brand has been praised for, offering 40+ shades from pale ivory to very dark. Her vision of “Beauty for All” became our marketing mission. Browse our foundation line, lip colors, and so much more. 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. Founded by Dominique Maddonaud in 1969 the company also sells products of other reputed cosmetics companies as well along with their private labels.. You really don’t know it’s happening until it’s happened. It leverages the influence of well known online YouTube stars, which is essentially free publicity on a giant social media platform. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. Create more cost-effective prices. Interestingly, when you search for Fenty Beauty in Google, the website is not the top search result, instead there is a PPC ad for Fenty Beauty which shows that Harvey Nichols is its official UK distributor. Many undertones, such as olive ones like mine, were also underserved in beauty. This makes sure that some products will have more demand appeal. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Her vision of “Beauty for All” became our marketing mission. Male models can be included when promoting and branding new products to expand marketing. This is the ideal method for displaying the makeup line because commercials have motion, which allows the viewer to see the use of the products in various looks. This is also beneficial in marketing to the younger spectrum of their target audience, as Millennials are more likely to purchase items that influencers recommended them. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. How Fenty Beauty Is Winning the Media Impact Race. This advertisement shows a … T H E 4 P ' S O F M E Lauren Heffernan Promotion Fenty (and their foundation) gets promoted through: Rihanna, a famous celebrity Social media PR packages Rihanna famous celebrity = automatic publicity/hype rihanna's, fenty's, and sephora's profile Social Media new products and PR Fenty Beauty are in the middle of the pricing spectrum, more expensive than high street brands yet cheaper than designer ones. The Fenty website uses a pop out menu situated at the top of the page; this offers a more glamorous approach, inviting the customer to delve in deep. For example, MakeUpForever claimed that Rihanna wasn’t the first to create 40 shades of foundation. Collaborating with celebrities or popular make-up artists. However, social media accounts are viewed as a reflection of personality where more effort is provided in promoting ourselves as more interesting online. However, one of the most important ways Fenty reaches their audience is through influencer marketing. Not available everywhere 2. diversity driven, fenty beauty was launched by much celebrated musician rihanna to ensure there is a foundation for all. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Rihanna used Instagram to react and comment back. The way in which consumers purchase products is changing; the process is no longer a linear sequence as reflected by the marketing funnel. 21. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. Recommendations from friends have changed the way in which consumers purchase beauty products, encouraging customers to enter at any stage of the funnel. One survey revealed that 28% of marketing managers believe that influencers is the fastest online consumer acquisition method. Even better, the YouTube network is global, 60% of creators views come from outside of their own home country, plus YouTube is localised in 73 countries, and available in 6 languages. It takes the opportunity to create video content on YouTube, which is one of its main digital marketing channels. Fenty Beauty products are designed to feel lightweight, even as they deliver buildable coverage that effortlessly layers, to ultimately “make skin look like skin.” Most importantly, Rihanna creates makeup to inspire: “Makeup is there for you to have fun with,” she says. As a report from Intel states, influencer marketing allows brands to appear more diverse. Fenty Beauty’s stark contrast from Instagram marketing is very effective. With this amount of social following, Fenty related YouTube videos have high visibility. 1 1 Introduction Over the years the pace of global integration has definitely increased. At the time, there wasn’t a brand that truly reached everyone from the lightest skin to the darkest. They have a wide variety of products ranging from eye makeup, lip makeup, to skin makeup, but the product this marketing plan will be focusing on is the Fenty Pro Filt'r soft matte long-wear foundation. Using social media marketing is an effective method of directing social media traffic to the product website, the link to the website is provided in the bio section of all Fenty Beauty social media pages. The mild complexity of location specific functions engages the viewer into browsing the site and noticing the other fun functions. Other reviews about the quality and usability of the products adds credibility to the brand’s commitment to consumer satisfaction. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. Fenty Beauty, singer Rihanna's recently released makeup line, seems to completely go against these marketing fundamentals. On the days following Fenty Beauty's launch on September 8th, we saw these more subtle efforts from competitors to show how diverse and inclusive their shade-ranges are. In terms in layout, Fenty has a similar approach to other cosmetics sites, such as MAC, with focus on minimalism and product identity. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. Did you know that 300 hours of videos are being uploaded to YouTube every minute of the day, this shift to video content is essential to the digital marketing strategy of Fenty Beauty. This concept is called following the trends, and viewers see YouTube stars as creators instead of just celebrities, which makes them feel more connected to them. The first time we showed the Fenty Beauty campaign trailer internally, a room full of business leaders, including myself, got very emotional. ", "I have no hesitation in recommending them. Based on your location, we recommend you check out this version of the page instead: The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. With regards to the YouTube channel, even if the viewers enjoy and are entertained by the video content, they are not guaranteed to go and buy products directly from the ecommerce website. Rihanna wanted her brand available to women everywhere around the world at the same time. If you haven’t thought about inclusivity in your advertising, I’d encourage you to make the case for it. Word of mouth marketing online has impacted the way in which we purchase beauty products; a more appropriate model for online retail consists of the consumer decision journey as a circular cycle consisting of consideration, evaluation, closure and post purchase. Even Rihanna said that she has 100% involvement in the process, and was allowed to be part of the creative brain behind the brand formulas. Fenty Beauty have been awarded as one of the top 25 inventions of 2017 by Time Magazine for offering makeup for all skin tones. At the time, Loreal’s was a unique marketing campaign as prior to this launch, most makeup brands only offered 15 different shades of foundation. It’s key demographics target all skin types, including women with albinism, affecting 18,000 people in the US alone. We received photos of lines forming outside of our retailers’ stores around the world. Great marketing strategies 4. Fenty Beauty provides products for the face, eyes and now expanded its range to include lip products too. Fenty Beauty products are sold in 17 different countries and can only be purchased in 2 main department stores: Sephora outside of the UK and Harvey Nichols within the UK. After Fenty Beauty launched, we began to see headlines that coined the term “The Fenty Effect.” It was a call to action for all industries to do more and challenge the status quo. This was insanely difficult from an operational perspective. The diversity and individuality of the product in combination with the hand-in-hand marketing strategies and lack-of-diversity in our everyday conceptions of beauty resulted in great success for Fenty Beauty. We were also ready to ship directly to 137 countries. Consumers can enter at any stage, or even skip stages to reach their final purchase. As you can see from her first promotional video, a diverse cast of models are hired to showcase the unique selling proposition that this brand is all inclusive. The aim of Fenty Beauty is to increase diversity within the cosmetics industry, and it did so by claiming to meet the needs of 98% of all skin tones in the UK. Also, both are heavily reliant on word of mouth, utilising social media to gain customers and attention. Across the three platforms, it aims to entice both amateur and skilled makeup lovers along with showcasing a wide variety of foundation shades, … What resulted is a movement that shifted the beauty industry. Title: Fenty Marketing report 2019, Author: k ... PESTAL Analysis. Sandy Saputo, directrice marketing de Kendo Brands, incubateur de jeunes marques de cosmétiques du groupe LVMH, nous dévoile les coulisses de l'opération. Our approach to inclusion marketing has always been about “showing, not telling.” In fact, we never once used the word “inclusive” in our messaging. Le lancement de la marque Fenty Beauty prouve l'importance du marketing inclusif. "Professional, we have confidence in what they do, great problem solvers...", "Very helpful and professional team. Could use other celebrities to market 2. Fenty beauty is a cosmetic brand that focuses on inclusivity across all skin tones and skin types (Jilt, 2019). Mintel research on the UK colour cosmetics market shows that 35% of women use make-up to subtly enhance their natural features, with the trend for natural make-up looks continuing to gain momentum. As soon as you enter the Fenty YouTube Channel, an engaging video begins to play, immersing the viewer into the world of Fenty Beauty. Fenty Beauty is a fairly new makeup brand that focuses on young makeup artists that are young adults to older adults. Their products include a range of foundation shades, creating an inclusive image of the company. “Inclusive” is how we were defined by the press and consumers. SWOT Analysis – Fenty Beauty STRENGTHS 1. Many undertones, such as olive ones like mine, were also underserved in beauty. Recently, Fenty Beauty released a commercial onto Instagram, Twitter and Youtube. It is mentioned that Fenty Beauty is sold in department stores in 17 different countries and shipped to more than 115 countries globally. Fenty Beauty Brand Analysis/ Marketing mix Table 15. Being part of the Fenty family online gives the brand significant advantage as it creates compelling online content. This lives up to the claim that her makeup brand is all inclusive. A study explains that breadcrumb navigation reduces disorientation in website structures and reduces errors in search. 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. The skin shades with albinism in mind has proven to be a success with women who found it difficult to match their fair skin with high street brand foundations. However, there is a flaw in Fenty’s YouTube marketing; it is reliant on influencers positive reviews, and in creating an online reputation. As one of the ongoing problems in the beauty community is the lack of diversity in shades, I want to focus on FENTY Beauty – a fairly new makeup brand that has garnered a huge fanbase due to … The brand went live in 17 countries on the same day at the same hour (regardless of time zones) with a completely omnichannel marketing strategy. Cookies help us deliver our services. Cruelty free and animal friendly WEAKNESSES 1. Even in her bio, she has Fenty Beauty out now, to increase awareness. There was no precedent to our radical approach to inclusivity. The expression of oneself by writing website reviews, liking and sharing comments empowers consumers with more information creating networking power through social community. On the 8th September 2017, world renowned Rihanna launched her first beauty line: Fenty Beauty, which turned into one of the most successful social media launches to date. There is further use of her page to respond to any critique from competitors. Another way to reach consumers is through the Harvey Nichols Instagram. Unique Products: different packaging and new innovative products 3. Truth in Advertising, a nonprofit advertising watchdog, has filed a deceptive marketing complaint with the FTC and California regulators against Savage X Fenty, Rihanna's lingerie company. Expensive for some customers 3. With the help of globalization drivers, it has introduced plenty of arrangements into the business envi- It is reported that 34% of Millennials favour brands with a social media presence, and around 40% of Millennials communicate about brands using social media. Success also wouldn’t have been possible without my diverse, insanely creative and brave marketing team — each with their unique background and voice. It is considerably cheaper compared to designer brands, however high street stores in the UK sell foundations at even cheaper prices, such as Rimmel London’s £8.99 foundation. Rihanna uses a new type of celebrity to promote her brand; social media influencers fill up her feed including models, beauty bloggers and makeup artists. The main product of Kylie’s Cosmetics is a lip kit priced at $27, the only different between Kylie’s lip kit and Rihanna’s is that Kylie Cosmetics fail to address ethnic diversity, something that Fenty Beauty made its USP. What marketing strategies does Fenty use? A study conducted looked at the trust levels of customers on 2 varying online sites; it was found that there was a correlation between click through online ads and the trust of tailored algorithms. Our nationwide rollout helped Fenty Beauty gain 3.2 million Instagram followers, resulting in an Earned Media Value … At the time, there wasn’t a brand that truly reached everyone from the lightest skin to the darkest. A marketing response could've been done with more subtlety, grace and professionalism like the ones to follow. And, Fenty Beauty certainly proved to be savvy when investing in each Voice. From a marketing viewpoint, this is a way to highlight new, niche and underselling items to further market them. The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are emotionally meaningful to the consumers you serve. Considering Instagram Stories isn’t the main feature of the platform, it still has more than 200 million users daily whereas SnapChat has only 160 million users. Other competitors include Estee Lauder, Nivea and Clinique. An issue with word of mouth marketing across social media is that consumers are more likely to express negative rather than positive views. In fact, the product line was such a success, Time Magazine named it one of the best inventions of the year.

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