Fenty Beauty: the rising make-up brand star
- junyi LI
- 4 nov. 2019
- 3 min de lecture
Dernière mise à jour : 30 nov. 2019
Most of you who follow the beauty make up products might have heard of Rihanna's own brand Fenty Beauty. The first year being on market, Fenty Beauty has become one of the most influential Beauty brands in YouTube history and achieved great commercial success, and named one of Time Magazine's Best Inventions of 2017.
Fenty beauty was registered in 2015 by Rihanna. LVMH, one of the world's top luxury goods groups, also invested more than $10 million to help Fenty Beauty to develop new cosmetics. After more than two years of preparation, the brand's first collection was finally released in September 2017. Two months after its launch, Fenty Beauty has sold more than $78,000,000 worldwide.
As a new brand that just started selling cosmetics in 2017, how did it has suddenly become a hot cake in the market? Let’s talk about 2 important factors which lead to its success.
Brand position & story
Fenty Beauty's success and Rihanna's popularity are inseparable, but not only on account of celebrity charm but also the innovation of Fenty Beauty that intensified its product with “inclusive”. To implement the brand positioning and vision"Beauty for all”, Fenty Beauty first launched 40 (the number reached 50 today) different colors of liquid foundation, and the video ads featuring models with different skin tones were put on YouTube. Fenty Beauty went on sale around the world meanwhile, allowing consumers from different countries with different skin tones to experience the products at the same time, address the needs of different skin tones.
On the other hand, Fenty beauty could success in the highly competitive global also benefit from its avant-garde marketing strategy which uses the power of "building brand stories". Audiences today are too well-informed to be easily persuaded by traditional slogans and copywriting. Fenty Beauty is well aware of this, so it told a story that “beauty for all”, a short commercial featuring girls of different colors and races on YouTube. Rihanna explained that she wanted to do "something I like" during the design process, and she wanted girls of all colors could find something they like. The first collection was globally-conscious, avoiding as much as possible the idea that "it looks good, but it's not for me.”
Fenty Beauty's approach shows nuanced inclusiveness that allows women to connect emotionally with the brand and feel a sense of belonging. As a result, the product sold very well and set up a positive brand image for consumers around the world.
Digital marketing strategy
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.
As a super idol who has over 76 million followers, Rihanna’s Insta has become the best promotion platform, and she spares no efforts to promote her brand on Insta. Because of her powerful brand rallying point, Fenty beauty now has over 8 million followers on Insta. Fenty Beauty regularly interacts with fans, pushing user-centered content, collaborating with loyal fans on video and tweets. Fenty Beauty also uses Instagram stories to post tutorials, release new products.
Besides, with 65 million subscribers in Rihanna Vevo, 621,000 subscribers on Fenty Beauty channel. With this amount of social following, Fenty related YouTube videos have high visibility. by having a strong YouTube presence, the brand can reach an 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.
However, one of the most important ways Fenty reaches its audience is through influencer marketing. Having numerous positive reviews from trusted YouTube and Insta vloggers help with huge organic and viral reach.
Fenty Beauty relies on the proposition that beauty should be accessible to everyone, regardless of race, gender, or culture. And they made a huge success in using the right way to promote their products, no wonder it can find a foothold in the intense competition.
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