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I. INCLUSIVE MARKETING

Inclusive Marketing strategy based on:

  • Broad approach (for everyone) & targeting a specific audience: women of color

  • Capitalized on inclusivity=> Not just focusing on the lighter or middle foundation shades (40 shades - from albinos to black people)

  • Strong representation of marginalized individuals

  • Products where demand > supply

  • Diversity in the promotional images (black & white models)

  • Spread a message of encouraging & embracing individuality

I. INCLUSIVE MARKETING

II. PARTNERSHIP WITH SEPHORA

Advantages for customers:

- Trying the products in the shops

- No shipping fees

affordable

Win-Win relationship

II. PARTNERSHIP WITH SEPHORA

Advantages for the brand:

- Sephora is part of LVMH

- 2,300 Sephora stores in 33 countries

- credibility

- infrastructure and technical skills

III. DIGITAL MARKETING

B. INFLUENCERS

A. SOCIAL MEDIA

Create trends and encourage their followers to buy Fenty Beauty products through photos and tutorial videos

$96.2 million in earned media value in just one month

=> $45 million provided by Instagram

III. DIGITAL MARKETING

More than 100 million users for social media

Instagram: 10.2 million followers => Fenty Beauty

87.2 million => Rihanna

IV. MARKETING BASED ON INFLUENCE

  • A conception of cosmetics valuable for the brand
  • Self-expression through make-up,
  • Make-up is not superficial but art tool.

IV. MARKETING BASED ON INFLUENCE

  • Her look
  • "what Rihanna is wearing"
  • On magazine covers

"To make skin look like skin"

  • Herself
  • Authenticity
  • Make-up is not a uniform

"Make-up became my weapon of choice for self-expression"

V. ETHICAL MARKETING

  • Not tested in animals

  • Gluten -Free formula

  • Parabens -Free formula

  • Transparency with consumer

V. ETHICAL MARKETING

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