Fenty Beauty
Presented by Niamh Doherty
Fenty Beauty
- Cosmetics/make-up brand
- Popular for its broad inclusivity across skin tones
- Launched in September 2017 by singer Rihanna.
What Is Fenty Beauty ?
History
- Created by the renowned music, fashion and now beauty icon, Robyn Rihanna Fenty.
- Simply just known as Rihanna.
- Transfixed by her mother’s lipstick from a young age.
- Several years of testing and trailing beauty brands in the industry.
- Products that would complement all skin types and tones.
- "Women everywhere would be included".
“weapon of choice for self-expression and a way to radiate an ever-changing mood”
"women everywhere will be included”
“Makeup is there for you to have fun with and 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 or different.”
Company Aim
- Main inspiration - “women everywhere would be included”.
- Rihanna creates makeup only to inspire.
Company
Aim
- Feminine, edgy, individual and inclusive.
- Keep the beauty community around the globe guessing and wanting more.
Fenty Beauty Products
- Lightweight as well as being able to deliver a buildable coverage.
- Redefine all the rules of make up
- Air like formulas that can layered and layered.
- Fun, creative, and bold products and packaging.
Competitive Advantage
- Beauty industry has repeatedly failed to represent people of colour.
- Void for this amongst products and in marketing campaigns.
- First brand to publicly achieve this and fill the void
- Brands seeing potential in this undeserved sector.
Competitive Advantage
- Rihanna wanted products that girls of all skin tones could fall in love with.
- Catering for dark-skinned girls, pale girls and everything in-between.
Variety of products and shades.
40 different foundation shades from the lightest to darkest skin tones.
Mission of company strives to unite women of all ethnicity.
SWOT ANALYSIS
New modern beauty brand (est. 2017).
Could be doing more to convey men in make-up.
Fenty Beauty is a high street brand – therefore it is expensive.
Create more cost-effective prices.
Collaborating with celebrities or popular make-up artists.
Male models can be included when promoting and branding new products to expand marketing.
All high street make-up brands trying to produce more diverse shade ranges.
Kylie Jenner Cosmetics - also a celebrity turned business women in the beauty industry.
Marketing Strategy
- World renowned for diversification and exclusivity
- Throughout products, advertising campaigns and social media engagements.
New Marketing Strategy
- Makeup experts, diverse models, and real people
- Never-before seen buzz in the beauty industry.
Male Make-up Void
- Overall mission statement of the company is a “beauty for all”
- Why not make the brand exactly that?
New Marketing Strategy
- Many of the best-known makeup artists in the world are male
Male Make-up Void
New Marketing Strategy
- Huge chance for a beauty/cosmetics brand to launch male make up products
- Start to include male models or male collaborations in their cosmetics lines.
- Current market leaders and have more potential through collaborations and product expansion.
Male Make-up Void
New Marketing Strategy
- Most power and drive to achieve a collaboration with a male makeup artist.
- Incorporate male models into advertising campaigns/social media engagements to spark the conversation.
- “everyone everywhere can be included”.
- Ushered a new era of inclusivity in the beauty industry
- completely transformed the cosmetics world.
Conclusion
- Thrive sales and spark the conversation of diversity further with male influencers.
- An influential company with the power to keep inspiring.
Thank You For Listening !