Marketing Strategy and SWOT analysis of UPS, 8 steps to a complete archetypal branding, Marketing Strategy and SWOT Analysis of Shein, Marketing Strategy and SWOT Analysis of Kia, customers and employees are feeling very disaffiliated from society or recognize values at odds with those of society at large, the use of your product is to destroy something or is genuinely innovative, your product is not very good for people so that utilizing it is similar to thumbing your nose at societys ideas of what establishes health, your goods help maintain values that are threatened by prevailing ones or pioneers new and unprecedented attitudes, Spend most of their free time with family and friends, Prefer pubs and clubs when going out, somewhere they can consume alcohol, and have fun, They are not really involved in cultural events and activities, Arent that informed on technology, hence their limited computer use, Favor passive holidays near home rather than traveling abroad, Consume media mainly for entertainment, and source of information, Are average press consumers, and above-average radio listeners. You really dont know its happening until its happened. Charg de Marketing et Communication Unibail-Rodamco juin 2015 . 14409 Greenview Drive, Suite 200 Various trademarks held by their owners. "It's terribly frustrating. Once again, Rihanna has managed to walk the fine line between being aspirational yet accessible with her products. The Icon Velvet Liquid Lipstick stands by its name because it was what Rihanna wore at her iconic 2022 Superbowl . Measuring Brand Awareness As Told By Marketing Experts, a remarkable $100 million in its first 40 days alone, 40 shades for each and every skin tone and undertone, Este Lauders foundation will set you back $42, 90% of the 150 million users on Instagram who are under 35, the singers tweets have been largely promotional for Fenty. She decided to invite a host of influencers to the brands launch. The goal of most top companies was to catch up with Fentys impact. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. This also puts LVMH at the forefront of "the new" and acts as its own campaign in helping the world discover talent. The communication was built around inclusivity, especially with the 40 shades foundation assortment. While people are looking for products that work, they also want makeup products that look good. From social media to influencer marketing, theyve been massively successful in spreading the word about all of Fentys products. 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. Partnering with LVMH has many benefits. This is the fastest way to reach the company's target, as billions of people in the world use it. Inclusive is how we were defined by the press and consumers. Let's take a look at some of the most effective ways Fenty has increased brand awareness. Rihanna doesnt shy away from using her fame as an asset for the social media strategy. Fenty Beauty: A Star-Power Marketing Case Study Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. The company has a significant social media following and uses Twitter and Instagram to interact with customers, highlight its products, and promote inclusivity. 4 Ps of Marketing Product Rare Beauty sells makeup products for the face, lips, and eyes. Fenty doesnt rely solely on marketing and branding to win over its target audience. Til then, see you at https://t.co/p7bMMwDkgv pic.twitter.com/7hzTcH3MrL. And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. Additionally, Fenty also provides a practical function for their wide range of Match Stix. Learn how you can use Latana to improve your brand marketing and grow faster. Among those, makeup brands are more common. One of the main drivers of Fenty Beauty's success was Rihanna's social media following and influence. The fragrance sold out quickly and it wasn't until May 2022 that the second, highly-anticipated drop arrived. Additionally, Fenty displayed a diverse range of models from different backgrounds, ethnicities, and styles in their campaign launch video. From their posts to their. A sportswear business can be quite profitable, especially with the correct name. The Navy Collection 5-Piece Lip, Eye + Accessories Set. What type of energy balance would Martha be in, and would you expect for her to lose or gain weight, Which of the following is an appropriate source of nutrition for young infants (birth through 4-6 months of age)? Social media influencers are very powerful when it comes to shaping consumers purchasing behavior these days something Rihanna was all too aware of even before she launched a beauty brand. 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. Different types of social media platforms can be managed to target ideal customers. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. They post 410 times daily. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. The YouTube videos cover Rihannas involvement in developing beauty products and brand strategy. But what if you could use a celebritys existing brand loyalty to catapult your product launch? Huda Beauty has determined that its most effective strategy of marketing is through the use of social media. Lets take a look at a few examples. With the global beauty industry generating over $500 billion in sales per year according to McKinsey, and a global pandemic that has shifted our consumption habits to a much . Back in 2014 when no one was looking, Rihanna registered the trademark for Fenty Beauty. But, as consumers embraced digital shopping experiences throughout the pandemic, online sales became a significant revenue driver. Fentys Twitter presence is highly celebrated and was even nominated for a Shorty Award thanks to viral tweets that made appearances in Billboard and Teen Vogue. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. 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. Its not just Rihannas personal profile that the brand relies upon on Instagram theres also a dedicated Fenty profile with 10.8 million followers of its own. For example, if Rihanna had skimped on the quality of her products, influencers and social media followers could have easily turned against her just like they did with Kylie Jenners brand, Kylie Beauty. And direct sales surpassed all of our estimations, crashing our website. In 2017, Rihanna launched her cosmetic line, Fenty Beauty -- from the singer's full name, Robyn Rihanna Fenty -- with a foundation in 40 shades and 10. Using social media to communicate with its target audience is one of Fenty Beauty's primary initiatives. Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. These magnetic tubes can clip together to fit in your bag. There are some slight differences between Rihannas use of Instagram, Twitter, and YouTube. One key difference is in how Rihanna marketed Fenty Beauty which Time magazine noted as being part of the genius behind the success of the brand. How does a beauty brand generate 500 million euros in sales in its first year? 6 shades Fenty Glow Heat. 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. She usually brings a level of fun to the beauty brand, making it attractive to its youthful audience. This makes it easier to track User Generated Content and helps to build a beauty community of Fenty Beauty users who can also follow the hashtag to see how other consumers are making use of their products. The range was celebrated for also including those with albinism. Customers praised the beauty guru for listening to their opinions and taking their feedback on board and all of the positive reviews really did pay off. Rihanna didnt rely solely on marketing and branding to win over such a large target audience: Fenty developed products that centered the customer experience and put their desires first. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. However, in Fentys case, the thought and care directed toward product development covered all areas. One is that, according to McKinsey analysis, the upstarts are almost all single-brand beauty companies, which account for almost 50 percent of the $2.7 billion in venture-capital (VC) investments the beauty industry has received since 2008 (Exhibit 2) and 80 percent of VC funding in 2017. It not only highlighted the importance of being seen, it proved to the industry that women of colour have huge spending power, and that black can, and does, sell. Get the latest information and insights into the world of brand. Refresh the page, check Medium 's site status, or find something. These rare and valuable touchpoints will . Apart from implementing Fenty Beautys marketing strategy, you could also learn from the practical ways Fenty has increased awareness and recognition of its brand. When Rihanna announced her new beauty brand, Fenty, in 2017, many could be forgiven for thinking it would turn into just another celebrity-backed brand. Why its So Hard to Make Money, https://contentwriters.com/blog/5-lessons-marketers-can-learn-from-rihannas-fenty-beauty/, https://go.octoly.com/insights-brands/fenty-beauty, https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/, https://www.retaildive.com/news/rihanna-joins-luxury-group-lvmh-with-fenty-launch/554630/, https://www.prdaily.com/3-lessons-in-social-media-brilliance-from-rihanna/, https://medium.com/@tanvi00sharma/the-fenty-impact-what-beauty-marketing-can-learn-from-rihanna-9f12dea11c40, http://www.thefashionlaw.com/home/lvmh-confirms-fenty-maison-luxury-collection-with-rihanna, https://www.businessoffashion.com/articles/beauty/fenty-beauty-vs-kylie-cosmetics-the-race-to-a-billion-dollar-brand, https://www.forbes.com/sites/pamdanziger/2019/05/11/what-the-lvmh-rihanna-partnership-means-for-the-luxury-market/#5d8e716d57db, https://www.racked.com/2018/5/30/17409524/fenty-effect-foundation-40-shades, https://www.elle.com/beauty/makeup-skin-care/a12480648/rihanna-fenty-beauty-makeup-forever-feud/, https://www.independent.co.uk/life-style/tarte-cosmetics-foundations-white-people-mlk-martin-luther-king-day-a8163026.html, https://wevetoblog.wordpress.com/2017/10/20/a-case-study-of-fenty-beauty-by-rihanna/, https://www.teenvogue.com/story/time-magazine-named-fenty-beauty-one-of-2018s-most-genius-companies, https://www.businessinsider.com/fenty-beauty-is-on-track-to-outsell-all-the-kardashian-beauty-lines-2018-1, https://www.cnbc.com/2017/10/26/4-career-lessons-you-can-learn-from-rihannas-latest-business-ventures.html, https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/what-beauty-players-can-teach-the-consumer-sector-about-digital-disruption, https://adage.com/article/special-report-marketer-alist/marketer-a-list-2018-fenty/315798, http://money.com/money/5271495/rihanna-net-worth-fenty/, https://www.chicagotribune.com/lifestyles/fashion/ct-rihanna-cosmetics-launch-20170926-story.html, https://www.refinery29.com/en-gb/2017/09/170831/fenty-beauty-rihanna, https://www.glamour.com/story/fenty-beauty-rihanna-legacy, https://qz.com/2043156/how-lvmh-helped-make-rihanna-a-billionaire/?utm_source=pocket_mylist, Learn more about me at: www.triciamckinnon.com. The fact that there are 40 shades of foundation is empowering, celebratory and establishes Fenty as a pioneer within the beauty market. Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. This Fenty Beauty marketing strategy helped other makeup brands acknowledge that they did not rigidly define their customers as they thought. Stylish, cultured, and powerful women are truly a force to be reckoned with. It was too late. Fenty Icon Velvet Liquid Lipstick 5 shades The MVP Quick Shop $29.00 HALFTIME APPROVED Invisimatte Instant Setting + Blotting Powder Add To Bag $36.00 BACK IN STOCKBESTSELLER GONE VIRAL Gloss Bomb Heat Universal Lip Luminizer + Plumper 6 shades Hot Chocolit Heat Quick Shop $26.00 RIHANNA'S REAL-LIFE METHOD Fenty Face: Build Your Own 4-piece Bundle In 2019, Kylie Beauty launched a new walnut-powder face scrub that the megastar claimed was soft, gentle, and good for everyday use. Consumers wanted a diverse beauty product that promoted multiculturalism and inclusivity. Last year Sephora released a study it completed on racial bias. Customers are continually looking for diverse beauty products that promote inclusivity. Fenty Beauty Marketing Strategy Rihanna. Speaking about Fenty Beauty Rihanna said that shewanted it to be right and never wanted it to be a rushed project. I always wanted it to be something that was respected and if I feel like Im not there yet, Im not even gonna make an attempt.Speaking about Fenty Beauty, a customer namedShavonne Fagan said:"before Fenty came out there were only three foundations I could find that matched my skin and only one that got my undertone right." This strategy successfully sets them apart from other beauty brands that are yet to practice this innovation. By leveraging on Rihannas star power, they have direct access to her 87 million followers, most of whom are beauty lovers and loyal fans that will support whatever she puts out.