Read more about Fenty’s digital performance here. The way in which consumers purchase products is changing; the process is no longer a linear sequence as reflected by the marketing funnel. We had to break and disrupt all the traditional marketing rules and carve a new path. The lesson, however, is clear — if you don’t cater to your customers’ needs first, someone else will. Online Reputation Management: What Your Business Needs... © Copyright 2019 - Alvomedia | All Rights Reserved . Rihanna also uses her personal Instagram, using her posts to drive consumers to the Fenty page or website. Kylie Cosmetics portfolio does cater to women of different ethnicities and make its users feel involved with the brand. The results exceeded all of our expectations. 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. It takes the opportunity to create video content on YouTube, which is one of its main digital marketing channels. Though the launch of Fenty Beauty by Rihanna couldn’t have come at a better time. As a result, Fenty Beauty is receiving a lot of attention from the beauty bloggers and their millions of followers. Fenty Beauty Marketing Campaign Idea The Idea : Fenty Beauty, launched in 2017, is a company that has had a major impact on the cosmetics industry since inception. 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 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. One survey revealed that 28% of marketing managers believe that influencers is the fastest online consumer acquisition method. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. In fact, 69% of marketers say that helping to launch a new product is the primary role Influencers play in fashion and beauty brands’ marketing strategies, according to research by Econsultancy, and the Fenty Beauty product launch has been no … The beauty industry has a history of a lack of inclusive representation. Customers wanted a diverse beauty product that promoted multiculturalism. 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. Fenty Beauty’s tweets go viral a lot.By using meme culture to its advantage, it has managed to create engagement like never before. 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. diversity driven, fenty beauty was launched by much celebrated musician rihanna to ensure there is a foundation for all. Built on a ‘beauty for all’ concept, Fenty launched its foundation in 40 different shades, thereby setting the tone for its inclusive, body positive, and diverse marketing. Cookies are effective tools for location specific sales and knowing the most demanded products by scale and location, it helps to spot trends to identify future trends to make the brand more competitive. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. This thesis is researching the international marketing strategies in the celebrity make-up industry and focuses on a dual case study on Huda Beauty and Fenty Beauty. Cookies are effective tools for location specific sales and knowing the most demanded products by scale and location, it helps to spot trends to identify future trends to make the brand more competitive. Combining reviews and testimonies for industry professionals, models, and every day fans – its unique Instagram strategy drew in 1.4m followers within just four days. Here are three ways leaders can push their organizations toward more inclusive customer acquisition strategies. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. 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. However, social media accounts are viewed as a reflection of personality where more effort is provided in promoting ourselves as more interesting online. 3. 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. The founder of Fenty Beauty has an enormous footprint on social media, with 25 million subscribers in Rihanna Vevo, 97,000 subscribers on Fenty Beauty channel. An issue with word of mouth marketing across social media is that consumers are more likely to express negative rather than positive views. The line expanded rapidly, seeing the holiday-season launch of Fenty’s “Galaxy Collection” featuring the brand’s first eye-shadow palette, and the Boxing Day launch of 14 shades of “Mattemoiselle” lipsticks. Les équipes en charge du marketing, des réseaux sociaux et de la création ont donné la priorité à ce débat et ont conversé chaque jour sur ce sujet avec la communauté Fenty Beauty. 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. The brand’s trademark product, Pro Filt’r, a soft-matte long-wear foundation, was made in a boundary-breaking range of 40 shades — reflecting their recognition of the beauty industry’s disregard to cater to customers of all races and ethnicities. 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. Not only did Fenty preach for inclusivity through their product line, but they practiced it in their advertising and social media engagement — especially visible in their Twitter and Instagram growth strategies. With these statistics, it is not surprising, that Fenty Beauty also uses Instagram Stories to post tutorials, release new products. Higher number of followers creates the perception of likability, and therefore, popularity. Unique Products: different packaging and new innovative products 3. Fenty Beauty prices its foundation at £26, which is cheaper than Estee Lauder and Bobbi Brown. Fenty Beauty claims to be an all inclusive brand in the market of celebrity endorsed cosmetics. Its Pro Filt’r Soft Matte Longwear Foundation is a special product gives skin a swiftly charming, pore diffused, shine free finish that builds from medium to full coverage. As a report from Intel states, influencer marketing allows brands to appear more diverse. With this amount of social following, Fenty related YouTube videos have high visibility. 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. Browse our foundation line, lip colors, and so much more. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. And I also put our studied content in this term for helping and the sample paper. In its two-year R&D process, Fenty Beauty observed this gap, assessed it, and provided a targeted solution — beauty for all. Fenty Beauty are in the middle of the pricing spectrum, more expensive than high street brands yet cheaper than designer ones. It generated a lot of earned media value, about $45 million for the brand, from this channel alone. The numbers don’t lie. It’s key demographics target all skin types, including women with albinism, affecting 18,000 people in the US alone. Fenty Beauty’s marketing campaigns are an unabashed celebration of diversity. 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. By having a strong YouTube presence, the brand is able to reach incredible number of audiences as more and more people use this platform to engage with the brand and see what else it has to offer. This is clearly reflected in Rihanna’s Instagram-the influencers are from all over the world with their own diverse followers. The channel does not inhibit less than positive reviews of the product, which adds to the authenticity of the brand. Not shying away from leveraging her fame as an asset to social media strategy, Rihanna’s bolstering of the brand on her personal channels was an impressive start to Fenty’s success. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. When it came time to launch the Rihanna-backed makeup company, Fenty Beauty used a ‘beauty for all’ concept and released foundation in 40 different shades using a 100% digital campaign, centered around Instagram and … 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. Her range of foundation is what the brand has been praised for, offering 40+ shades from pale ivory to very dark. If marketers just randomly expose the brand in all channels without any regard to the content and audience, it might just be a waste of time and money. Brand similarity OPPORTUNITIES 1. 1. My 5-Step Sales Process Has a 93% Close Rate, How to Create a Revenue-Generating Google Ads Campaign, Facebook’s Rebrand Proves Some Companies Just Don’t Get It. Perhaps the most interesting observation since Fenty’s launch one can note is the potential impact an innovative idea can make when it resonates with a large community of people, all while using digital as a medium to accelerate the strategy — is this the new generation of beauty? The cruelty-free, vegan line of products burst into the beauty scene with immense popularity, and was sold out of partnering stores Sephora and Harvey Nichols, as well as the brand’s official website, within hours. Put your customers at the center of your brand. Another way to reach consumers is through the Harvey Nichols Instagram. This is the most important platform as it is the place for purchasing the actual products. “I never could have anticipated the emotional connection that women are having with the products and the brand as a whole,” Rihanna told Time, “Some are finding their shade of foundation for the first time, getting emotional at the counter. However, there is a flaw in Fenty’s YouTube marketing; it is reliant on influencers positive reviews, and in creating an online reputation. Consumers can express their views, and spread awareness through social media platforms. New product launches at big events 3. It leverages the influence of well known online YouTube stars, which is essentially free publicity on a giant social media platform. ( Hint: The sample paper focus on their industry but I just need focus on my company which is Fenty Beauty. SWOT Analysis – Fenty Beauty STRENGTHS 1. Research company Slice has announced the company is on track to outsell competitors Kylie Cosmetics, KKW Beauty, and high-performing Sephora brand Kat Von D. Considering Kylie Cosmetics has revealed their performance to be $420 million in sales, and Kat Von D owner LVMH Moët Hennessy Louis Vuitton has singled out the brand to be one of their highest performing, it’s inevitable that Fenty’s success, within a 6 month time period, is of massive proportions. However, one of the most important ways Fenty reaches their audience is through influencer marketing. Studies have shown a correlation between the complexity of search tools and increasing the viewer engagement which is apparent on the site. 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. Having numerous positive reviews from trusted YouTube vloggers helps with huge organic and viral reach. Barbadian superstar Rihanna’s eponymous cosmetics brand Fenty Beauty has been at the forefront of the cosmetics industry since its launch in September of 2017. Fenty Beauty contains at least 40 different shades to match a multitude of skin tones. 1. It is mentioned that Fenty Beauty is sold in department stores in 17 different countries and shipped to more than 115 countries globally. We trust their vision and they were highly motivated to achieve results for us. In some cases, it is the quality rather than quantity that matters. 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. They approach projects with a different perspective.They are really willing to learn about the business needs and what our objectives are. The internet actually christened it “the new generation of beauty”. Proven Techniques To Create Enticing Email Campaigns, How to Launch a Podcast That Boosts Your Visibility, 4 Fiction Books With Practical Marketing Knowledge, The 4 Features That Make Social Media Apps Addictive. Other competitors include Estee Lauder, Nivea and Clinique. The result of Fenty Beauty’s strong owned media strategy translates into 22.9% of the overall share of value, making this Voice the second most impactful for the brand. Also, both are heavily reliant on word of mouth, utilising social media to gain customers and attention. Recommendations from friends have changed the way in which consumers purchase beauty products, encouraging customers to enter at any stage of the funnel. The mild complexity of location specific functions engages the viewer into browsing the site and noticing the other fun functions. Built upon a “beauty for all” perspective, Fenty’s promise of inclusivity to customers of all skin tones was met with open arms. top 25 inventions of 2017 by Time Magazine, vlogger reviews of the darkest foundation shades. Not forgetting the power of traditional media. The expression of oneself by writing website reviews, liking and sharing comments empowers consumers with more information creating networking power through social community. Could use other celebrities to market 2. 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. 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. Yet what made it special was its blend of content — reviews and testimonies from some of the beauty industry’s most respected influencers (many of women of colour, Fenty’s targeted audience), gorgeous shots of the products to display their inclusive range, and reposts from customers wearing and using the product on themselves. 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. These marketing images are a nonverbal way for Fenty to reiterate its commitment to diversity; they don’t just talk about serving people of all skin tones, they put images of them front and center. ", "They deliver their promises. Together, they reach a wide range of audiences. With this in mind, she set out to create an inclusive beauty product. This takeaway doesn’t only apply to those engaged in beauty marketing — but is rather a universal truth. That’s something I will never get over.”. What with pressures for businesses, especially those in fashion and beauty industries to represent women of all shapes and shades, Rihanna has hit the nail on the head. Popular companies even began to slowly reinvent their Instagram feeds in order to showcase their commitment to diversity, trying to catch up to Fenty’s impact. On the Fenty website search results, it contains some hyperlinks, namely foundation shade finder, about Rihanna and store locator. This means that young consumers are more likely to write positive reviews online. The Fenty Beauty was established with the aim of providing quality products to everyone: for women of all shades, races and cultures. 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. Fenty Beauty’s initial launch focused on the face, with a primer, foundation, contouring, concealing, highlighting and blotting products. Getty Images for Fenty Beauty. With a clear mission demonstrated both through their products and their marketing efforts, Fenty developed products solve their consumers painpoints, and simultaneously set them apart from other beauty brands who’d yet to innovate similarly. Naturally upon Fenty’s successful launch, many beauty brands began to similarly announce their offerings for people of color. 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. 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 By using Rihanna’s celebrity account, Fenty Beauty is able to directly access more than 57 million followers, on a daily basis. Fenty’s unique combination of using makeup experts, diverse models, and real people from all orientations and ethnicities as their product evangelists resulted in a never-before seen buzz in the beauty industry. When the eyes of the world were searching for what’s next in style, Fenty capitalized on this focus and outpour of related content to execute one of the biggest launches in cosmetics history. For example, MakeUpForever claimed that Rihanna wasn’t the first to create 40 shades of foundation. 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. Instagram Stories was introduced in 2016, and proved very successful. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. 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. Expensive for some customers 3. Fenty continued their explosive momentum through strategically-timed product launches — the Galaxy collection, a futuristic series of lip and eye products, made their appearance just in time for holiday seasons, and fans all over the world posted photos of them receiving their products as gifts from family and friends. Being part of the Fenty family online gives the brand significant advantage as it creates compelling online content. The medium to high priced strategy of Fenty Beauty still appeal to customers with rare skin conditions. 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. Here Is What You Need to Know About Writing A Top Notch Newsletter. 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. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. Robyn Rihanna Fenty is the creator and founder of Fenty Beauty in collaboration with Kendo, the tag line for the brand being ‘beauty for all.’ She has adopted the recipe of a cosmetic line that is available for women of all skin colours, all undertones from all countries. The department store is very well connected to the Fenty Instagram page, and tagging #fentybeauty, regamming posts and etc. As soon as you enter the Fenty YouTube Channel, an engaging video begins to play, immersing the viewer into the world of Fenty Beauty. 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. Even in her bio, she has Fenty Beauty out now, to increase awareness. Viewers on YouTube are taken behind the scenes of the brand. Fenty Beauty provides products for the face, eyes and now expanded its range to include lip products too.