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Fenty Beauty

By Rihanna

INTRODUCTION

FOUNDER

RIHANNA

> INTRODUCTION

FOUNDED ON

8 SEPT 2017

DIFFERENT

FORWARD - THINKING

Increase diversity

GOLDEN CIRCLE

> GOLDEN

CIRCLE

WHY

To include everyone

Diversity

> WHY?

Change the mindset

Vision: “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new and different."

HOW

Appealing brand

Use diverse models to promote their 50 tint shaded

> HOW?

WHAT

MAKE-UP PRODUCTS

FACE, LIPS, CHEEKS, EYES

> WHAT?

FOUNDATION, PRIMER, HIGHLIGHTER, EYESHADOW...

FOCUS ON FOUNDATION

FUN FACTS

> FUN FACTS

$100 million in the first 40 days

The company is worth 2.8 billion dollars

The company is named after her surname ‘Fenty’

Rihanna owns 50% of the company, her wealth is estimated at 1.4 billion dollar, making her the richest musician and second wealthiest female entertainer

Who is Fenty Beauty’s Target Audience?

> TARGET MARKET

- Fenty sealed the deal with a niche audience for itself: luxury beauty lovers with a smaller budget.

Another way Fenty has been able to carve out its place in the beauty world:

> PRICE?

- By offering high-quality products at affordable prices.

Even though Fenty is considered a luxury brand, the price tags on its products are a good bit lower than those of competitor luxury beauty brands.

4P Analysis

> MARKETING MIX

PRODUCT

Highlight: Foundation

> PRODUCT

  • 50 different shades
  • High-quality
  • Cruelty Free
  • Ergonomic presentation

PLACE: The US market

Online stores

Website of Fenty beauty

> PLACE

Website of Sephora

Amazon

Physical stores

Sephora

Pop up stores

PROMOTION

> PROMOTION

Promotion analyzes advertising, sales promotion, sales force, direct marketing and public relations

Use of Hastags commonly used as a Word of Mouth on social media

YOUTUBE

> YOUTUBE

300 hours of video per minutes every day

Global social media: localized in 73 countries and available in 6 languages

Must for most marketing campaigns in the US to show what the brand has to offer

Rihanna channel

Footprint of the famous singer and businesswoman

41,7 million subscribers

> RIHANNA

Fenty Beauty

867,000 subscribers

453 videos (clips, tips, vloggers reviewing the product and tutorials). High visibility for potential customers

Millennials are more likely to purchase items if their influencers recommended them

> FENTY BEAUTY

INSTAGRAM

> INSTAGRAM

Launched on the 1st August 2017

12,4 million subscribers

In the first 3 months, the Instagram page generated in terms of earned media value, 45 million dollars for the brand

Fenty Beauty

The packaging of products was designed to be aesthetically pleasing

Rihanna is in the music industry, she used music to accompany the product

Fenty Beauty

Personal page

Drive customers to the page of Fenty Beauty with a link in order to sell products

Rihanna

Retailers (Sephora)

Sephora

Posts about Rihanna and Fenty Beauty

Link to the Fenty Beauty Website is available as an option

Stories

> Stories

Fenty Beauty and Rihanna use it to show off the products and tutorials

Sephora included Fenty Beauty in highlights of stories dedicated to inclusivity and their engagement of equity in the US

Stories include a direct link to the brand website

Influencer Marketing

> Influencers

Powerful marketing tool, especially in the US

Followers put their trust in tastemakers of niche to promote products

Rihanna included influencers in every aspect on the Fenty Beauty page such as features and tutorials

Wide range of audiences with a considerable diversity

Different approach related to the message behind Fenty Beauty and what Rihanna wanted to create: “so that women everywhere would be included”

Price:

> PRICE

Even though Fenty Beauty is considered a Luxury Brand, the price tax on its pruducts are a good bit lower than those of competitor Luxury Brands in the USA.

- Affordable prices for high quality products.

> COMPETITORS

Competitor Analysis

WHY MAC?

1. INCLUSIVE APPROACH TO BEAUTY

2. CELEBRITY COLLABORATIONS

> Why MAC?

3. COMPREHENSIVE PRODUCT RANGE

4. PRAISED FOR INCLUSIVITY

5. DIGITAL MARKETING: SOCIAL MEDIA

Place strategy:

> COMPARISONS

FENTY BEAUTY:

• Online stores to get the product you want quickly.

• Not limited to a certain geographical region.

MAC COSMETICS:

• Thousands of outlets all over the country.

• Offline meets to meet its customers’ needs.

• Targets Caucasian regions to improve patronage for the region’s brand significantly.

Price Strategy:

> NEXT

Fenty Beauty:

  • This beauty brand keeps its price reasonable.
  • Despite being a high-end fashion brand, Fenty keeps its costs lower than its competitors in the beauty industry.

MAC Cosmetics:

  • The brand uses a premium pricing policy.
  • The Brand also uses Line pricing Strategy.

Audience targeting strategy comparison:

> NEXT

Each product comes in different shades to cater to a wide range of customers’ needs in terms of cosmetics.

The Use of Influencers strategy:

> NEXT

Fenty Beauty Examples

New York Launch Party:

> Example 1

- Inviting celebrities; Makeup Artists; Beauty Bloggers to sample the shades available.

- Fenty Beauty provided Makeup kits for each influencer to take home and encouraged them to provide honest feedback on their social media platform.

Example 2: Beauty Film

> Example 2

- Rihanna invited influencers to join her experience to produce her beauty film with her.

- Fans; celebs and bloggers starter to purchase the makeup line and provided honest feedback.

- Fenty Beauty listened to the feedback and the opinions given, and used these reviews, vids on Rihanna’s social media channels.

Mac Cosmetics:

next MAC

The brand also used partnerships with celebrities like Naomi Campbell, Princess Diana, Cher, and others to connect with its target audience

SWOT Analysis

> SWOT ANALYSIS

Deep look into Fenty Beauty

Strenghts

  • Rihanna as Key Leader Opinion
  • Diversity and Inclusion
  • Great Marketing Strategies
  • Ethical Practices

> Strenghts

Weaknesses

  • Founder's Image
  • Limited Availability
  • Brand similarity
  • Young company in the industry

> Weaknesses

Opportunities

  • Diversify celebritie collaborations
  • Clean beauty and natural ingredients
  • Diversity, inclusion and Equity trends
  • Data analysis and AI integration

> Opportunities

Threats

> Threats

  • Strong Competitive Market
  • Substitute products
  • Change in makeup consumers habits

> CRITICS AND RECOMMENDATIONS

CRITICISMS AND RECOMMENDATIONS

Rihanna is highly involved in the brand strategy

In the case of the incident about Rihanna, it may also affect Fenty Beauty

Youtube is just a support for promotion

CRITICISMS

Cannot buy directly on social media and it's difficult to convert viewers as customers

Same type of promotion on the website

In addition to classic pack shots of products

Below the line marketing techniques

RECOMMENDATIONS

Referring a friend or loyalty discount for repeat purchases within the website or any other platform

Thank You!

THANKS

Raquel Herrera - L2200007

Hana Amraoui - L2200125

Sofie Huyghe - L2100007

Fabian Hainaut - L2200006

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