We were so proud to be able to authentically market a beauty brand envisioned by Rihanna to serve all women of all cultures. The design of the website incorporates ease of navigation with a breadcrumb layout; the viewer is shown a physical trail through the navigation throughout the site, and it is easy to locate the previous page. As a report from Intel states, influencer marketing allows brands to appear more diverse. We received photos of lines forming outside of our retailers’ stores around the world. Consumers can enter at any stage, or even skip stages to reach their final purchase. What marketing strategies does Fenty use? I consider them like spices on a marketing spice rack — cooking up well-seasoned stories that are good for the world and good for business. And direct sales surpassed all of our estimations, crashing our website. This gives the impression that the product range is exclusive. However, one of the most important ways Fenty reaches their audience is through influencer marketing. diversity driven, fenty beauty was launched by much celebrated musician rihanna to ensure there is a foundation for all. This concept is called following the trends, and viewers see YouTube stars as creators instead of just celebrities, which makes them feel more connected to them. By using our services, you agree to our use of cookies. An issue with word of mouth marketing across social media is that consumers are more likely to express negative rather than positive views. It generated a lot of earned media value, about $45 million for the brand, from this channel alone. 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. The mild complexity of location specific functions engages the viewer into browsing the site and noticing the other fun functions. Any negative press can be detrimental to the sales of Fenty Beauty products. In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. One mistake could derail the entire marketing plan. Together, they reach a wide range of audiences. Factors to be considered when selecting a Celebrity endorser . Fenty Beauty’s stark contrast from Instagram marketing is very effective. The consumer and market reactions were phenomenal. Based on your location, we recommend you check out this version of the page instead: The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. They have efficiently understood our key objectives and helped to develop an effective marketing strategy.". Here’s how we did it — and three lessons we learned along the way. The skin shades with albinism in mind has proven to be a success with women who found it difficult to match their fair skin with high street brand foundations. After Fenty Beauty launched, we began to see headlines that coined the term “The Fenty Effect.” It was a call to action for all industries to do more and challenge the status quo. It’s key demographics target all skin types, including women with albinism, affecting 18,000 people in the US alone. This means that young consumers are more likely to write positive reviews online. biggest beauty brand launch in YouTube history, What inclusive marketing looks like to me — and how to get there. 17-19. By using Rihanna’s celebrity account, Fenty Beauty is able to directly access more than 57 million followers, on a daily basis. With such a triumphant launch, Rihanna paved the way for marketers for years to … In our first year of business, Fenty Beauty became the biggest beauty brand launch in YouTube history, drove huge success commercially, and was named one of Time Magazine’s best inventions of 2017. Fenty Beauty, singer Rihanna's recently released makeup line, seems to completely go against these marketing fundamentals. Interestingly, when you search for Fenty Beauty in Google, the website is not the top search result, instead there is a PPC ad for Fenty Beauty which shows that Harvey Nichols is its official UK distributor. Fenty Beauty offers 50 shades of foundation, serving everyone from the lightest skin to the darkest. The medium to high priced strategy of Fenty Beauty still appeal to customers with rare skin conditions. How Fenty Beauty Is Winning the Media Impact Race. Instagram Stories was introduced in 2016, and proved very successful. For example, MakeUpForever claimed that Rihanna wasn’t the first to create 40 shades of foundation. On the 8th September 2017, world renowned Rihanna launched her first beauty line: Fenty Beauty, which turned into one of the most successful social media launches to date. One survey revealed that 28% of marketing managers believe that influencers is the fastest online consumer acquisition method. top 25 inventions of 2017 by Time Magazine, vlogger reviews of the darkest foundation shades. We knew the brand would touch women’s hearts around the world, but we had no idea of the greater impact our work would ultimately have. Our approach to inclusion marketing has always been about “showing, not telling.” In fact, we never once used the word “inclusive” in our messaging. Fenty Beauty has all the components to guarantee its success: beautiful (aka instagrammable) packaging, killer hyper-pigmented products, a universal message of inclusivity, top notch marketing, and an über-famous face to front it all. And, Fenty Beauty certainly proved to be savvy when investing in each Voice. Fenty Beauty products are sold in 17 different countries and can only be purchased in 2 main department stores: Sephora outside of the UK and Harvey Nichols within the UK. Launched in early September, Rihanna’s Fenty Beauty makeup line is easily one of the highlights of 2017. Directora de Marketing de Kendo Brands, incluida Fenty Beauty. As you can see from her first promotional video, a diverse cast of models are hired to showcase the unique selling proposition that this brand is all inclusive. It has become a very powerful tool in the world of social media; influencers are described as people who build a large network of followers, regarded as trusted tastemakers in one or several niches. In the past few years, memes have become an Internet craze, one particular meme craze has been to use Rihanna’s facial expressions as a reaction to something. Marketing Mix. Distributing content around the world in real time required surgical precision. A marketing response could've been done with more subtlety, grace and professionalism like the ones to follow. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. It is considerably cheaper compared to designer brands, however high street stores in the UK sell foundations at even cheaper prices, such as Rimmel London’s £8.99 foundation. Higher number of followers creates the perception of likability, and therefore, popularity. There are many ways in which Rihanna uses Instagram to her advantage; 1. the packaging of her products are aesthetically pleasing and Instagrammable, and up to the official launch date, she posted teasers of her products, and the posts are accompanied by upbeat music. The channel does not inhibit less than positive reviews of the product, which adds to the authenticity of the brand. In terms of business strategy, Kylie Cosmetics are the main competitors, both brands appeal to Millennials and heavily use digital marketing in order to promote their product portfolio. "Professional, we have confidence in what they do, great problem solvers...", "Very helpful and professional team. Cruelty free and animal friendly WEAKNESSES 1. This makes sure that some products will have more demand appeal. Viewers on YouTube are taken behind the scenes of the brand. Title: Fenty Marketing report 2019, Author: k ... PESTAL Analysis. Although Millennials are price sensitive, they value quality and follow brands that represent this, creating brand loyalty. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Sandy Saputo, directrice marketing de Kendo Brands, incubateur de jeunes marques de cosmétiques du groupe LVMH, nous dévoile les coulisses de l'opération. “Inclusive” is how we were defined by the press and consumers. Having numerous positive reviews from trusted YouTube vloggers helps with huge organic and viral reach. Press and consumers ultimately saw a fun and flawless execution, but what they didn’t see were the efforts of more than 500 global leaders across brand and merchandising, supply chain, marketing, social, and retailer teams doing synchronized swimming to pull it off. There was no precedent to our radical approach to inclusivity. It is reported that 34% of Millennials favour brands with a social media presence, and around 40% of Millennials communicate about brands using social media. T H E 4 P ' S O F M E Lauren Heffernan Promotion Fenty (and their foundation) gets promoted through: Rihanna, a famous celebrity Social media PR packages Rihanna famous celebrity = automatic publicity/hype rihanna's, fenty's, and sephora's profile Social Media new products and PR Even better, the YouTube network is global, 60% of creators views come from outside of their own home country, plus YouTube is localised in 73 countries, and available in 6 languages. Beauty bloggers, influencers, celebrities, and clients acclaimed Fenty Beauty that released 40 different shades of foundation the very first week of its release and celebrated the inclusivity that this act represented. 21. Hundreds of people started posting selfies of themselves wearing Fenty Beauty on social media; our first repost was of a beautiful woman wearing a hijab. As one of the ongoing problems in the beauty community is the lack of diversity in shades, I want to focus on FENTY Beauty – a fairly new makeup brand that has garnered a huge fanbase due to … Fenty is a new and upcoming makeup brand and appear to try and appeal to young makeup enthusiasts from ages 18 to about 35. What marketing strategies does Fenty-beauty-by-rihanna use? This advertisement shows a … The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are emotionally meaningful to the consumers you serve. Robyn Rihanna Fenty is the creator and founder of Fenty Beauty in collaboration with Kendo, the tag line for the brand being ‘beauty for all.’ She has adopted the recipe of a cosmetic line that is available for women of all skin colours, all undertones from all countries. Sheridan&Co worked with the brands’ owner, Kendo, to design and deliver the retail identity of Rihanna’s inclusive beauty brand – Fenty – across all UK Harvey Nichols stores. It takes the opportunity to create video content on YouTube, which is one of its main digital marketing channels. Online Reputation Management: What Your Business Needs... © Copyright 2019 - Alvomedia | All Rights Reserved . Fenty Beauty Brand Analysis/ Marketing mix Table 15. We had to break and disrupt all the traditional marketing rules and carve a new path. We trust their vision and they were highly motivated to achieve results for us. Mintel research on the UK colour cosmetics market shows that 35% of women use make-up to subtly enhance their natural features, with the trend for natural make-up looks continuing to gain momentum. Collaborating with celebrities or popular make-up artists. From a marketing viewpoint, this is a way to highlight new, niche and underselling items to further market them. At the time, there wasn’t a brand that truly reached everyone from the lightest skin to the darkest. At the time, Loreal’s was a unique marketing campaign as prior to this launch, most makeup brands only offered 15 different shades of foundation. In fact, the product line was such a success, Time Magazine named it one of the best inventions of the year. The way in which consumers purchase products is changing; the process is no longer a linear sequence as reflected by the marketing funnel. With the help of globalization drivers, it has introduced plenty of arrangements into the business envi- Could use other celebrities to market 2. Expensive for some customers 3. Fenty Beauty have been awarded as one of the top 25 inventions of 2017 by Time Magazine for offering makeup for all skin tones. This was insanely difficult from an operational perspective. Could be doing more to convey men in make-up. This is clearly reflected in Rihanna’s Instagram-the influencers are from all over the world with their own diverse followers. There are vlogger reviews of the darkest foundation shades, garnering millions of views for the review. It shows Rihanna’s involvement in the product’s success, in creating the product and showing the authenticity of the founder. We used our marketing insight to select street fashion hotspots where likely buyers could post the striking campaign art on social media platforms. The results exceeded all of our expectations. - An Octoly Success Story SWOT Analysis – Fenty Beauty STRENGTHS 1. A study conducted looked at the trust levels of customers on 2 varying online sites; it was found that there was a correlation between click through online ads and the trust of tailored algorithms. This allowed so many women to find themselves in the brand and feel included. As a result, Fenty Beauty is receiving a lot of attention from the beauty bloggers and their millions of followers. With regards to the YouTube channel, even if the viewers enjoy and are entertained by the video content, they are not guaranteed to go and buy products directly from the ecommerce website. Get traffic statistics, SEO keyword opportunities, audience insights, and competitive analytics for Fenty-beauty-by-rihanna. Across the three platforms, it aims to entice both amateur and skilled makeup lovers along with showcasing a wide variety of foundation shades, … Let’s have a look at the product range launched under Fenty Beauty: just a month after the launch, Rihanna created a Galaxy Collection of vibrant eyeshadow colours. The founder of Fenty Beauty has an enormous footprint on social media, with 25 million subscribers in Rihanna Vevo, 97,000 subscribers on Fenty Beauty channel. Brand name: Associated with Rihanna 2. However, there is a flaw in Fenty’s YouTube marketing; it is reliant on influencers positive reviews, and in creating an online reputation. A study explains that breadcrumb navigation reduces disorientation in website structures and reduces errors in search. Another way to reach consumers is through the Harvey Nichols Instagram. Therefore, it is no surprise that Rihanna incorporated influencer marketing and of course, she has celebrity status herself. The department store is very well connected to the Fenty Instagram page, and tagging #fentybeauty, regamming posts and etc. Le lancement de la marque Fenty Beauty prouve l'importance du marketing inclusif. There is further use of her page to respond to any critique from competitors. Many undertones, such as olive ones like mine, were also underserved in beauty. The use of bold text shows the name and rating of the product, which reduces information overload. Inclusion was more than the number of shades; it was the well-crafted nuance of each shade in the range that also served as a proof point. It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign. The main product of Kylie’s Cosmetics is a lip kit priced at $27, the only different between Kylie’s lip kit and Rihanna’s is that Kylie Cosmetics fail to address ethnic diversity, something that Fenty Beauty made its USP. Fenty Beauty claims to be an all inclusive brand in the market of celebrity endorsed cosmetics. Recommendations from friends have changed the way in which consumers purchase beauty products, encouraging customers to enter at any stage of the funnel. Rihanna also uses her personal Instagram, using her posts to drive consumers to the Fenty page or website. On the days following Fenty Beauty's launch on September 8th, we saw these more subtle efforts from competitors to show how diverse and inclusive their shade-ranges are. Other competitors include Estee Lauder, Nivea and Clinique. Browse our foundation line, lip colors, and so much more. Founded by Dominique Maddonaud in 1969 the company also sells products of other reputed cosmetics companies as well along with their private labels.. Rihanna wanted her brand available to women everywhere around the world at the same time. Il a bousculé les codes et suscité une prise de conscience dans le secteur de la beauté. With these statistics, it is not surprising, that Fenty Beauty also uses Instagram Stories to post tutorials, release new products. Cookies help us deliver our services. The company operates in the cosmetics industry selling a range of products and according to Consultancy, the global cosmetics market is estimated to be around 160£ billion in total. ", "I have no hesitation in recommending them. This is the most important platform as it is the place for purchasing the actual products. Loreal Paris utilised bloggers, celebrities and social media influencers in their True Match marketing campaign. Fenty Beauty prices its foundation at £26, which is cheaper than Estee Lauder and Bobbi Brown. Word of mouth marketing online has impacted the way in which we purchase beauty products; a more appropriate model for online retail consists of the consumer decision journey as a circular cycle consisting of consideration, evaluation, closure and post purchase. It even slowed rival SnapChat’s growth by 82%. Fenty Beauty Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. With this said, by highlighting Rihanna’s fave products, it will have a greater click through rate compared to other newly launched products. ", "They deliver their promises. They have many platforms, that goes to target beginners and highly skilled makeup artists. Consumers can express their views, and spread awareness through social media platforms. The aim of Fenty Beauty is to increase diversity within the cosmetics industry, and it did so by claiming to meet the needs of 98% of all skin tones in the UK. The brand went live in 17 countries on the same day at the same hour (regardless of time zones) with a completely omnichannel marketing strategy. Great marketing strategies 4. Our marketing mission was underway to build a beauty brand for the next generation. Our nationwide rollout helped Fenty Beauty gain 3.2 million Instagram followers, resulting in an Earned Media Value … Male models can be included when promoting and branding new products to expand marketing. Even Rihanna said that she has 100% involvement in the process, and was allowed to be part of the creative brain behind the brand formulas. Rihanna used Instagram to react and comment back. Over 90% of the 150 million people on Instagram are under the age of 35, which makes it an attractive social media platform for celebrity endorsed brands. Sandy Saputo, chief marketing officer at Kendo Brands, which includes Fenty Beauty, shares the inside story. Recently, Fenty Beauty released a commercial onto Instagram, Twitter and Youtube. Her vision of “Beauty for All” became our marketing mission. alvomedia.com/news/digital-marketing-strategy-fenty-beauty-rihanna The internet actually christened it “the new generation of beauty”. 1 1 Introduction Over the years the pace of global integration has definitely increased. Fenty Beauty is a high street brand – therefore it is expensive. This is also beneficial in marketing to the younger spectrum of their target audience, as Millennials are more likely to purchase items that influencers recommended them. Did you know that 300 hours of videos are being uploaded to YouTube every minute of the day, this shift to video content is essential to the digital marketing strategy of Fenty Beauty. As soon as you enter the Fenty YouTube Channel, an engaging video begins to play, immersing the viewer into the world of Fenty Beauty. Rihanna has been clever in tapping into this meme craze herself, to entertain her audience. Our dream was to create the biggest brand launch in beauty history. This is the ideal method for displaying the makeup line because commercials have motion, which allows the viewer to see the use of the products in various looks. The expression of oneself by writing website reviews, liking and sharing comments empowers consumers with more information creating networking power through social community. It is mentioned that Fenty Beauty is sold in department stores in 17 different countries and shipped to more than 115 countries globally. Cookies are effective tools for location specific sales and knowing the most demanded products by scale and location, it helps to spot trends to identify future trends to make the brand more competitive. Success also wouldn’t have been possible without my diverse, insanely creative and brave marketing team — each with their unique background and voice. At the time, there wasn’t a brand that truly reached everyone from the lightest skin to the darkest. Even in her bio, she has Fenty Beauty out now, to increase awareness. By having Rihanna and her vision as our north star, we were able to nail the execution of the Fenty Beauty launch with integrity. During the month of January, Fenty Beauty racked up a total MIV of $96.2 million, with Anastasia Beverly Hills and Too … Loreal Paris are the market leaders of the cosmetics industry and have been deemed to have a market share of 13.7%, which makes it the most valuable organisation within the industry. Considering Instagram Stories isn’t the main feature of the platform, it still has more than 200 million users daily whereas SnapChat has only 160 million users. Being part of the Fenty family online gives the brand significant advantage as it creates compelling online content. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. Kylie Cosmetics portfolio does cater to women of different ethnicities and make its users feel involved with the brand. Not available everywhere 2. Fenty Beauty products are designed to feel lightweight, even as they deliver buildable coverage that effortlessly layers, to ultimately “make skin look like skin.” Most importantly, Rihanna creates makeup to inspire: “Makeup is there for you to have fun with,” she says. On the Fenty website search results, it contains some hyperlinks, namely foundation shade finder, about Rihanna and store locator. Brand similarity OPPORTUNITIES 1. With this amount of social following, Fenty related YouTube videos have high visibility. Fenty Beauty by Rihanna was created with promise of inclusion for all women. Create more cost-effective prices. Her vision of “Beauty for All” became our marketing mission. Truth in Advertising, a nonprofit advertising watchdog, has filed a deceptive marketing complaint with the FTC and California regulators against Savage X Fenty, Rihanna's lingerie company. We were also ready to ship directly to 137 countries. This is seen as a more accurate model because it includes repeat purchases; the flexibility of online retail purchasing and consumer loyalty. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. Get traffic statistics, SEO keyword opportunities, audience insights, and competitive analytics for Fenty. Continuing with the endorsement appeal, the website displays products chosen as Rihanna’s favourites, this gives the impression that customers can be like Rihanna, by purchasing her favourite products. It leverages the influence of well known online YouTube stars, which is essentially free publicity on a giant social media platform. In terms in layout, Fenty has a similar approach to other cosmetics sites, such as MAC, with focus on minimalism and product identity. Fenty, however, are the not the first to do so; in 2016, Loreal used very similar strategies with the launch of True Match Foundation, which offered 23 different shades for all ethnicities. This lives up to the claim that her makeup brand is all inclusive. By having a strong YouTube presence, the brand is able to reach 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. You really don’t know it’s happening until it’s happened. Studies have shown a correlation between the complexity of search tools and increasing the viewer engagement which is apparent on the site. Many undertones, such as olive ones like mine, were also underserved in beauty. However, social media accounts are viewed as a reflection of personality where more effort is provided in promoting ourselves as more interesting online. They have a wide variety of products ranging from eye makeup, lip makeup, to skin makeup, but the product this marketing plan will be focusing on is the Fenty Pro Filt'r soft matte long-wear foundation. What resulted is a movement that shifted the beauty industry. Fenty Beauty are in the middle of the pricing spectrum, more expensive than high street brands yet cheaper than designer ones. Other reviews about the quality and usability of the products adds credibility to the brand’s commitment to consumer satisfaction. The Fenty website uses a pop out menu situated at the top of the page; this offers a more glamorous approach, inviting the customer to delve in deep. Rihanna uses a new type of celebrity to promote her brand; social media influencers fill up her feed including models, beauty bloggers and makeup artists. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy.