Put your customers at the center of your brand. 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. Not available everywhere 2. Beauty Influencers are some of the most vocal and most influential, and beauty reviews have become something it is impossible for beauty brands to ignore. Not forgetting the power of traditional media. 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. 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. ALL of your customers. Customers want to feel a real connection, a personable one that they can identify with. Fenty Beauty claims to be an all inclusive brand in the market of celebrity endorsed cosmetics. 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. It leverages the influence of well known online YouTube stars, which is essentially free publicity on a giant social media platform. Fenty Beauty’s marketing campaigns are an unabashed celebration of diversity. An issue with word of mouth marketing across social media is that consumers are more likely to express negative rather than positive views. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. Brand name: Associated with Rihanna 2. Customers in the digital age have the ability to recognize a brand’s genuine efforts in their advertising, be it through the use of online engagement, brand evangelists, or the use of advertising and creative efforts. As soon as you enter the Fenty YouTube Channel, an engaging video begins to play, immersing the viewer into the world of Fenty Beauty. For example, MakeUpForever claimed that Rihanna wasn’t the first to create 40 shades of foundation. The use of bold text shows the name and rating of the product, which reduces information overload. There are vlogger reviews of the darkest foundation shades, garnering millions of views for the review. In fact, studies have shown that crafting compelling content has a more positive effect on sales compared to influencers reviewing products. 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 Fenty’s unique combination of using makeup experts, diverse models, and real people from all orientations and ethnicities as their product evangelists resulted in a never-before seen buzz in the beauty industry. 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. Unique Products: different packaging and new innovative products 3. 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. Naturally upon Fenty’s successful launch, many beauty brands began to similarly announce their offerings for people of color. In its two-year R&D process, Fenty Beauty observed this gap, assessed it, and provided a targeted solution — beauty for all. 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. This lives up to the claim that her makeup brand is all inclusive. SWOT Analysis – Fenty Beauty STRENGTHS 1. Luxury heritage brands have followed suit. top 25 inventions of 2017 by Time Magazine, vlogger reviews of the darkest foundation shades. 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. Her range of foundation is what the brand has been praised for, offering 40+ shades from pale ivory to very dark. This is the most important platform as it is the place for purchasing the actual products. My 5-Step Sales Process Has a 93% Close Rate, How to Create a Revenue-Generating Google Ads Campaign, Facebook’s Rebrand Proves Some Companies Just Don’t Get It. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. Rihanna didn’t just rely on marketing and branding alone to win over such a large target audience: Fenty developed products that centered around the customer and put their needs and wants first. Together, they reach a wide range of audiences. Though the launch of Fenty Beauty by Rihanna couldn’t have come at a better time. The beauty industry has a history of a lack of inclusive representation. The channel does not inhibit less than positive reviews of the product, which adds to the authenticity of the brand. When either launching a product or marketing your brand, find a problem and demonstrate how your company/product is the solution. Even in her bio, she has Fenty Beauty out now, to increase awareness. Yet what made it special was its blend of content — reviews and testimonies from some of the beauty industry’s most respected influencers (many of women of colour, Fenty’s targeted audience), gorgeous shots of the products to display their inclusive range, and reposts from customers wearing and using the product on themselves. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. This is clearly reflected in Rihanna’s Instagram-the influencers are from all over the world with their own diverse followers. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. Expensive for some customers 3. Research company Slice has announced the company is on track to outsell competitors Kylie Cosmetics, KKW Beauty, and high-performing Sephora brand Kat Von D. Considering Kylie Cosmetics has revealed their performance to be $420 million in sales, and Kat Von D owner LVMH Moët Hennessy Louis Vuitton has singled out the brand to be one of their highest performing, it’s inevitable that Fenty’s success, within a 6 month time period, is of massive proportions. Instagram has become Rihanna’s competitive advantage; her Instagram page Fenty Beauty, was launched 1st August 2017, and 3 months later has already gained 2.1 million followers, a staggering number for the short time frame. This makes sure that some products will have more demand appeal. Having numerous positive reviews from trusted YouTube vloggers helps with huge organic and viral reach. 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. This gives the impression that the product range is exclusive. The diversity and individuality of the product in combination with the hand-in-hand marketing strategies and lack-of-diversity in our everyday conceptions of beauty resulted in great success for Fenty Beauty. Rihanna used Instagram to react and comment back. Proven Techniques To Create Enticing Email Campaigns, How to Launch a Podcast That Boosts Your Visibility, 4 Fiction Books With Practical Marketing Knowledge, The 4 Features That Make Social Media Apps Addictive. Also, both are heavily reliant on word of mouth, utilising social media to gain customers and attention. 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. Therefore, it is no surprise that Rihanna incorporated influencer marketing and of course, she has celebrity status herself. Fenty Beauty contains at least 40 different shades to match a multitude of skin tones. Rihanna continued the trend by going on a European launch tour, making appearances in brand launches in the fashionable cities of Madrid, Paris, and London that catapulted the brand on social media. Boxing Day saw the launch of Mattemoiselle, a well-placed treat on the shelves for shoppers already at their local Sephora stores during their ritual December 26th shopping trips. The Fenty Beauty was established with the aim of providing quality products to everyone: for women of all shades, races and cultures. With this in mind, she set out to create an inclusive beauty product. Barbadian superstar Rihanna’s eponymous cosmetics brand Fenty Beauty has been at the forefront of the cosmetics industry since its launch in September of 2017. 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. 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. Rihanna has been clever in tapping into this meme craze herself, to entertain her audience. Features Learn how we streamline campaign planning, help optimize journeys, and simplify competitive audits. The results exceeded all of our expectations. Although Millennials are price sensitive, they value quality and follow brands that represent this, creating brand loyalty. Now, we can examine the different categories on the Fenty YouTube channel; there is a category of different vloggers reviewing the Fenty beauty range. This takeaway doesn’t only apply to those engaged in beauty marketing — but is rather a universal truth. Les équipes en charge du marketing, des réseaux sociaux et de la création ont donné la priorité à ce débat et ont conversé chaque jour sur ce sujet avec la communauté Fenty Beauty. The expression of oneself by writing website reviews, liking and sharing comments empowers consumers with more information creating networking power through social community. 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. When the eyes of the world were searching for what’s next in style, Fenty capitalized on this focus and outpour of related content to execute one of the biggest launches in cosmetics history. The line expanded rapidly, seeing the holiday-season launch of Fenty’s “Galaxy Collection” featuring the brand’s first eye-shadow palette, and the Boxing Day launch of 14 shades of “Mattemoiselle” lipsticks. The result of Fenty Beauty’s strong owned media strategy translates into 22.9% of the overall share of value, making this Voice the second most impactful for the brand. Built on a ‘beauty for all’ concept, Fenty launched its foundation in 40 different shades, thereby setting the tone for its inclusive, body positive, and diverse marketing. Not only did Fenty preach for inclusivity through their product line, but they practiced it in their advertising and social media engagement — especially visible in their Twitter and Instagram growth strategies. Here are three ways leaders can push their organizations toward more inclusive customer acquisition strategies. The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are … As a result, Fenty Beauty is receiving a lot of attention from the beauty bloggers and their millions of followers. The department store is very well connected to the Fenty Instagram page, and tagging #fentybeauty, regamming posts and etc. Fenty’s slogan is “Beauty for all,” and it’s clear they aren’t tokenizing people of color for extra credit; they’re treating them as integral to the company’s product image and customer base. 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. With this amount of social following, Fenty related YouTube videos have high visibility. Fenty Beauty’s initial launch focused on the face, with a primer, foundation, contouring, concealing, highlighting and blotting products. Part 1: Media Objectives Answer 1. 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. Brand similarity OPPORTUNITIES 1. The cruelty-free, vegan line of products burst into the beauty scene with immense popularity, and was sold out of partnering stores Sephora and Harvey Nichols, as well as the brand’s official website, within hours. Interestingly, the word “inclusive” was not actually used in Fenty’s initial marketing strategy, but the all-embracing “Beauty For All” mantra and campaign continues to be incredibly effective because, essentially, it is redefining the idea and ideals of beauty. This is seen as a more accurate model because it includes repeat purchases; the flexibility of online retail purchasing and consumer loyalty. One survey revealed that 28% of marketing managers believe that influencers is the fastest online consumer acquisition method. Online Reputation Management: What Your Business Needs... © Copyright 2019 - Alvomedia | All Rights Reserved . They have efficiently understood our key objectives and helped to develop an effective marketing strategy.". Kylie Cosmetics portfolio does cater to women of different ethnicities and make its users feel involved with the brand. Fenty Beauty prices its foundation at £26, which is cheaper than Estee Lauder and Bobbi Brown. It shows Rihanna’s involvement in the product’s success, in creating the product and showing the authenticity of the founder. New product launches at big events 3. Fenty Beauty are in the middle of the pricing spectrum, more expensive than high street brands yet cheaper than designer ones. 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. However, social media accounts are viewed as a reflection of personality where more effort is provided in promoting ourselves as more interesting online. Using social media marketing is an effective method of directing social media traffic to the product website, the link to the website is provided in the bio section of all Fenty Beauty social media pages. Read more about Fenty’s digital performance here. However, there is a flaw in Fenty’s YouTube marketing; it is reliant on influencers positive reviews, and in creating an online reputation. Rihanna also uses her personal Instagram, using her posts to drive consumers to the Fenty page or website. 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. Other competitors include Estee Lauder, Nivea and Clinique. With these statistics, it is not surprising, that Fenty Beauty also uses Instagram Stories to post tutorials, release new products. They approach projects with a different perspective.They are really willing to learn about the business needs and what our objectives are. Consumers can enter at any stage, or even skip stages to reach their final purchase. Customers wanted a diverse beauty product that promoted multiculturalism. Could use other celebrities to market 2. It even slowed rival SnapChat’s growth by 82%. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. 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. 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. "Professional, we have confidence in what they do, great problem solvers...", "Very helpful and professional team. Our Industry is cosmetics and my company is Fenty Beauty( Found by Rihanna)There are some details which we have to write in the strategy paper. We had to break and disrupt all the traditional marketing rules and carve a new path. It’s key demographics target all skin types, including women with albinism, affecting 18,000 people in the US alone. In fact, 69% of marketers say that helping to launch a new product is the primary role Influencers play in fashion and beauty brands’ marketing strategies, according to research by Econsultancy, and the Fenty Beauty product launch has been no … Fenty continued their explosive momentum through strategically-timed product launches — the Galaxy collection, a futuristic series of lip and eye products, made their appearance just in time for holiday seasons, and fans all over the world posted photos of them receiving their products as gifts from family and friends. Getty Images for Fenty Beauty. The numbers don’t lie. With this said, by highlighting Rihanna’s fave products, it will have a greater click through rate compared to other newly launched products. We trust their vision and they were highly motivated to achieve results for us. Higher number of followers creates the perception of likability, and therefore, popularity. By using Rihanna’s celebrity account, Fenty Beauty is able to directly access more than 57 million followers, on a daily basis. Recommendations from friends have changed the way in which consumers purchase beauty products, encouraging customers to enter at any stage of the funnel. Pour se démarquer via le marketing inclusif, la meilleure méthode consiste à partager des histoires authentiques qui sont ancrées dans la culture et qui suscitent de l'émotion auprès de vos consommateurs. ", "They deliver their promises. Fenty Beauty Marketing Campaign Idea The Idea : Fenty Beauty, launched in 2017, is a company that has had a major impact on the cosmetics industry since inception. Fenty Beauty provides products for the face, eyes and now expanded its range to include lip products too. Fenty Beauty’s tweets go viral a lot.By using meme culture to its advantage, it has managed to create engagement like never before. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. Studies have shown a correlation between the complexity of search tools and increasing the viewer engagement which is apparent on the site. Fenty Beauty by Rihanna was created with promise of inclusion for all women. 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. While most beauty brands have a 1% fan engagement on average, Fenty Beauty’s Instagram account was able to reach 10.41%, and generated almost 80K influential posts within the first month. 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. Browse our foundation line, lip colors, and so much more. Perhaps the most interesting observation since Fenty’s launch one can note is the potential impact an innovative idea can make when it resonates with a large community of people, all while using digital as a medium to accelerate the strategy — is this the new generation of beauty? As a report from Intel states, influencer marketing allows brands to appear more diverse. Combining reviews and testimonies for industry professionals, models, and every day fans – its unique Instagram strategy drew in 1.4m followers within just four days. diversity driven, fenty beauty was launched by much celebrated musician rihanna to ensure there is a foundation for all. Here Is What You Need to Know About Writing A Top Notch Newsletter. There is further use of her page to respond to any critique from competitors. This thesis is researching the international marketing strategies in the celebrity make-up industry and focuses on a dual case study on Huda Beauty and Fenty Beauty. Being part of the Fenty family online gives the brand significant advantage as it creates compelling online content. Another reason why Fenty Beauty left its competitors in the dust is thanks to coverage by online media outlets. Make authenticity your advertising focus. Another way to reach consumers is through the Harvey Nichols Instagram. 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. Within four days, the Fenty Beauty Instagram account had already amassed 1.4 million followers. 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. Built upon a “beauty for all” perspective, Fenty’s promise of inclusivity to customers of all skin tones was met with open arms. Consumers want brands and businesses to solve their problems. Viewers on YouTube are taken behind the scenes of the brand. 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. What with pressures for businesses, especially those in fashion and beauty industries to represent women of all shapes and shades, Rihanna has hit the nail on the head. 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 brand’s trademark product, Pro Filt’r, a soft-matte long-wear foundation, was made in a boundary-breaking range of 40 shades — reflecting their recognition of the beauty industry’s disregard to cater to customers of all races and ethnicities. 1. 1. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. When it came time to launch the Rihanna-backed makeup company, Fenty Beauty used a ‘beauty for all’ concept and released foundation in 40 different shades using a 100% digital campaign, centered around Instagram and … 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. This means that young consumers are more likely to write positive reviews online. Its Pro Filt’r Soft Matte Longwear Foundation is a special product gives skin a swiftly charming, pore diffused, shine free finish that builds from medium to full coverage. Dior, for example, announced at its Cruise 2019 show the launch of a new liquid foundation with 40 shades under its Dior Backstage’s line. 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. The way in which consumers purchase products is changing; the process is no longer a linear sequence as reflected by the marketing funnel. 1. 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 takes the opportunity to create video content on YouTube, which is one of its main digital marketing channels. In terms in layout, Fenty has a similar approach to other cosmetics sites, such as MAC, with focus on minimalism and product identity. Loreal Paris utilised bloggers, celebrities and social media influencers in their True Match marketing campaign. With a clear mission demonstrated both through their products and their marketing efforts, Fenty developed products solve their consumers painpoints, and simultaneously set them apart from other beauty brands who’d yet to innovate similarly. The internet actually christened it “the new generation of beauty”. 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. It is mentioned that Fenty Beauty is sold in department stores in 17 different countries and shipped to more than 115 countries globally. Fenty, by comparison, used the strategy of marketing itself as a cosmetics label filling the needs of most everyone from the outset. It generated a lot of earned media value, about $45 million for the brand, from this channel alone. Any negative press can be detrimental to the sales of Fenty Beauty products. Fenty Beauty have been awarded as one of the top 25 inventions of 2017 by Time Magazine for offering makeup for all skin tones. Not shying away from leveraging her fame as an asset to social media strategy, Rihanna’s bolstering of the brand on her personal channels was an impressive start to Fenty’s success. In some cases, it is the quality rather than quantity that matters. Cruelty free and animal friendly WEAKNESSES 1. 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.
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