WHAT RIHANNA SAYS: Fenty is targeting people who live and breathe online and want to feel as though brands align with their values and lifestyles. Many early customers jumped on the bandwagon because Fenty was one of the few companies making affordable shades of makeup for a wide range of skin tones—a move that would prove extremely savvy on their end. “I apply this all day long. Enjoy the added benefits of creating a personal account. The visual identity was applied across garments and a completely custom packaging system designed by Commission which included; e-commerce suite, boutique shopping bags, shoe boxes, accessories boxes, dust bags, … Fenty found next-level success because it positioned itself from day one as a diverse brand for a diverse customer base. All of Fenty’s launch campaign materials showcased a diverse range of skin tones. C O N T E N T. Rihanna is known to dabble in non-music related endeavours such as Fenty x Puma and other name brand collaborations. So the most important part of this packaging is the mirror – you can just look right in the mirror and get that grease off in a hurry.”, WHAT WE SAY: The lighting is far below professional quality, and the video quality is mediocre as well. This focus on diversity has continued since the launch in a way that feels organic and unforced. And it creates a certain discrepancy in the mind. Everything they do is inclusive of and geared toward segments of consumers that legacy beauty have brands ignored, and they do it in a way that feels authentic at every step. Producing 40 shades of foundation in a single line is now the minimum if a beauty brand is serious about serving the needs … I was 15, about to be 16, just before I got signed. Create content that speaks to your consumers. Run by Bryony Gomez-Palacio and Armin Vit in … WHAT RIHANNA SAYS: Fenty was now a major, mainstream brand with those shades—and positioned as a high-end brand at that. Fenty Beauty. For instance, Drew Barrymore’s Flower Beauty, which rolled out in Walmarts eight years ago and was picked up at Ulta in 2018, and is reportedly generating $50 million in revenue per year after nearly a decade of sales. If a consumer wanted to match the lightest or darkest skin tone prior to Fenty’s launch, they could only look at smaller niche brands or turn to one of the few expensive brands that had an extended range. Rihanna debuted Fenty Beauty in 2017. It's there for you to have fun with. If consumers are buying according to their morals, make sure they know what your brand values are. For consumers today, especially young consumers, diversity is a key value they want to see in marketing materials—and they’re willing to spend on a brand that reflects their values. It was really important to me that each product is made to easily build and layer with lightweight textures that are flexible even when you want to re-apply.”, “The best piece of makeup advice that I can give to any of my fans or any of our customers is to never be afraid to experiment. Regardless of the fetishization of Black bodies and identity in pop culture, it still took Fenty's dramatic commercial success for corporate beauty brands to see Black women as a market to cater to. Orlic’s article talks about authenticity stemming from ‘genuinely trying to help your audience’. You should always have a blast, and feel free to take chances, take risks, and, dare to do something new or different.”, “I have 100% involvement in this process, which made this so special and very fun. “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. And so, I wanted to make sure that women of all skin tones were covered and they could be included in what I created.”, “We work really long and hard on the texture of each formula. WHAT RIHANNA SAYS: The distinctive letter ‘F’ with the strokes overlapping references Rihanna’s own handwriting and the reverse ‘N’ is a legacy nod to the Fenty Beauty logo. Don’t hide them on a webpage nobody visits; use them to underscore your marketing, your website copy, and everything else that comes from your brand, implicitly and explicitly. “The Maze logo includes every letter of the brand name. Once beauty brands move beyond the clout and performative posts and realize that representation is a long term commitment and something that should be second nature, real change will follow. Newer companies including Milk Makeup and Rihanna's Fenty Beauty are founded on a principle of greater diversity. I wanted everyone to feel included. Long before clean beauty took the world by storm, Jessica Alba created Honest Beauty in 2012 with the mission to make safe and effective products easily accessible to everyone. I hate being greasy or getting caught oily in pictures—we all hate that—and this is the cure.”, WHAT WE SAY: A 2014 study by the Kelley School of Business concluded that , “The second generation of internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers.” That’s exactly what Fenty has done with their brand presence online. And Fenty was an instant smash hit because they excelled at doing what other beauty brands have been struggling with for years: connecting with real people. Designed campaign assets for the launch of Rihanna’s first-ever beauty brand, FENTY BEAUTY. The first new brand LVMH has ever created, the line also solidified Rihanna as the first Black owner and the first female owner within the company. Fenty Beauty by Rihanna “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. Now, obviously some Fenty’s success has to be attributed to the power and popularity of Rihanna as well as the brand’s parent company, luxury goods conglomerate LVMH (which owns Louis Vuitton, Fendi, Christian Dior, Moët & Chandon, and many, many others). Her mantra is ‘radiance reimagined’ and she intends to achieve it with the release of forty boundary-breaking shades of foundation, a selection of glowing highlighters, luminous primers, shimmering makeup sticks and the sexiest blotting powder and paper yet. With more than 90 products released in 17 countries, Fenty Beauty has established itself as the new “It” girl of beauty brands. 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