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To include everyone
Diversity
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."
Appealing brand
Use diverse models to promote their 50 tint shaded
MAKE-UP PRODUCTS
FACE, LIPS, CHEEKS, EYES
FOUNDATION, PRIMER, HIGHLIGHTER, EYESHADOW...
FOCUS ON FOUNDATION
$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
- Fenty sealed the deal with a niche audience for itself: luxury beauty lovers with a smaller budget.
- 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.
Highlight: Foundation
Online stores
Website of Fenty beauty
Website of Sephora
Amazon
Physical stores
Sephora
Pop up stores
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
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
Footprint of the famous singer and businesswoman
41,7 million subscribers
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
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
The packaging of products was designed to be aesthetically pleasing
Rihanna is in the music industry, she used music to accompany the product
Drive customers to the page of Fenty Beauty with a link in order to sell products
Posts about Rihanna and Fenty Beauty
Link to the Fenty Beauty Website is available as an option
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
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”
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.
1. INCLUSIVE APPROACH TO BEAUTY
2. CELEBRITY COLLABORATIONS
3. COMPREHENSIVE PRODUCT RANGE
4. PRAISED FOR INCLUSIVITY
5. DIGITAL MARKETING: SOCIAL MEDIA
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.
Fenty Beauty:
MAC Cosmetics:
Each product comes in different shades to cater to a wide range of customers’ needs in terms of cosmetics.
Fenty Beauty Examples
- 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.
- 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.
The brand also used partnerships with celebrities like Naomi Campbell, Princess Diana, Cher, and others to connect with its target audience
Deep look into Fenty Beauty
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
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
Referring a friend or loyalty discount for repeat purchases within the website or any other platform
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Any questions?