FENTY BEAUTY by RIHANNA
Unraveling the Factors Driving Fenty's Marketing Triumph
"I'm not the face of my brand, but I am the muse, and my DNA has to run all the way through it"
-Rihanna
Fenty Beauty is a cosmetics brand by Rihanna- an American singer/songwriter. It was launched on September 8, 2017. Fenty Beauty products have drawn international praise for the diversity of its advertising campaigns
Fenty showcases diversity across their social media platforms, encompassing not only various skin tones but also diverse body types and genders. They frequently highlight men using their makeup products as an example. This inclusive approach resonates with a wide range of audiences, attracting them to the brand.
Since its launch in 2017, the beauty industry has embraced diversity and inclusion, customization and personalization of beauty products, and popularity in men's products.
FENTY BEAUTY SOCIAL MEDIA ANALYSIS
Fenty Beauty entered the market forcefully and has since maintained its leading position among makeup and skincare brands. Similarly, its social media accounts boast millions of followers and feature a wealth of engaging pertinent content.
Rihanna also endorses Fenty Beauty on her primary social media profiles. With Rihanna’s Instagram boosting 152 + Million followers, Fenty Beauty’s social media campaigns extend their reach even more significantly.
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SOCIAL PLATFORM |
FOLLOWERS |
|---|---|
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12.7 + Million |
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1 Million |
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|
799.7 Thousand |
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3 Thousand |
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Tiktok |
2.7 + Million |
The secret behind Fenty Beauty’s successful social media strategy
What makes Fenty Beauty stand out is that its success isn't solely dependent on Rihanna's immense celebrity status. Although her influence undoubtedly propelled the brand to prominence, it's the quality and diversity of their makeup and skincare offerings that truly captured people's attention.
The strategic triumph of Fenty Beauty stands as a notable case study in brand innovation and market disruption. In this examination, we will explore the elements that have fueled Fenty's marketing achievements:
1. Including user-generated content
Fenty's social media approach heavily incorporates user-generated content, aligning seamlessly with the brand's youthful, trendy, and playful tone. This strategy enhances the social validation of individuals using and enjoying their products. They leverage consumer videos on their page and utilize hashtag campaigns to amplify their marketing message and broaden its reach.
2. Sharing content in diverse formats
While Nike excels in the sports sector with its social media strategy, Fenty dominates across a diverse array of beauty formats. From reels and static posts to videos, shorts, carousels, polls, text-based posts, product ads, story highlights, and retweet. Fenty's content strategy spans various formats. This approach ensures there's always engaging content for every audience member. By consistently posting across multiple platforms, Fenty maintains its status as a prestigious and luxurious makeup brand.
As an illustration, they frequently share content on LinkedIn, a platform designed for professional networking, to connect with their target demographic and increase visibility. Additionally, they maintain a LinkedIn page named Savage x Fenty — their retail and fashion counterpart, which boasts more than 50,000 followers. Despite having a substantial following, Fenty's marketing approach ensures they remain relatable and accessible to their audience.
3. Celebrating diversity in their content
Fenty's content marketing strategy remains aligned with the brand's commitment to inclusivity and diversity celebration. Their advertisements, posters, and campaigns showcase women from various ethnic backgrounds. A glance at their Instagram page, for instance, demonstrates their dedication to offering different makeup formulations tailored to each skin tone.
Fenty Beauty advocates for diversity on its social media platforms, showcasing not only various skin tones but also diverse body types and genders. For instance, they frequently spotlight men using their makeup products. This approach resonates with diverse audiences, capturing their attention and engagement.
4. Leveraging freebies and giveaways
Fenty employs contests and giveaways across all its social media platforms as part of its marketing strategy. For instance, their Twitter account consistently features exciting prizes to be won or engaging contests that captivate audiences, enticing them to eagerly participate.
They leverage holidays and themed events to ensure their contests align with current trends and topics. For instance, consider their "Boo Basket" giveaway themed around National Chocolate Day. The tweet prompted audiences to follow, like, and comment, resulting in over 500k impressions and thousands of comments.
5. Creating engaging and interactive content
Compelling and captivating content lies at the heart of Fenty's social media approach. Consider their YouTube channel, which hosts numerous videos showcasing tutorials, tips and tricks, and product updates. This content captivates individuals with an interest in makeup and beauty, keeping them engaged with Fenty's social media profiles. Through social listening, Fenty's content marketing strategy emphasizes trending topics and themes in videos and posts that offer practical real-world applications.
6. Using celebrity partnerships
Undoubtedly, Rihanna herself is an icon and the primary celebrity driving force behind Fenty Beauty. However, the brand's influence extends beyond leveraging her fame and influence alone. Fenty Beauty regularly collaborates with other celebrities, influencers, and notable brands. For instance, Fenty often showcases tutorials on YouTube created by various influencers and celebrities, effectively tapping into their audiences. As an example, Kidd Kenn, who boasts thousands of followers on Instagram and YouTube, presented a Fenty Face Tutorial that garnered over 36,000 views.
7. Posting regular product updates
As a beauty and skincare brand, Fenty Beauty consistently shares updates regarding its products and new releases, ensuring that customers stay informed about each new launch. Their online advertising and marketing campaigns are specifically tailored to target millennial and Gen Z audiences.
When it comes to product updates, Fenty maintains consistency in its social media strategy across all platforms. Additionally, their exclusive retail partners, including Sephora, Harvey Nichols, and Boots UK, also promote Fenty launches on their respective social media channels. Furthermore, Fenty stays attuned to social media trends, seamlessly incorporating viral themes into their updates.
8. Showing that they care
Fenty Beauty has been a leading advocate for inclusion and diversity within the industry. Through the Clara Lionel Foundation, established by Rihanna in memory of her grandparents, the brand raises awareness and funds for climate change and education. Notably, this initiative extends globally. Fenty's marketing strategy highlights its social initiatives and campaigns across its online platforms, demonstrating its commitment to social causes. These updates not only inform people about their initiatives but also encourage engagement by providing insights into their work and how individuals can contribute.
Cultural Dynamics in Fenty's Online Communication and Campaigns
Beauty for All
Fenty Beauty has masterfully woven cultural dynamics in its online communication and campaigns. They shattered industry norms by featuring underrepresented and underserved women and cultures in their global prestige beauty campaigns.
The brand’s 50-shade foundation range caters to everyone, from the lightest to the darkest skin tones. Each shade is meticulously crafter, allowing women of diverse backgrounds to find themselves in the brand and feel included.
Rihanna’s commitment to making Fenty Beauty accessible globally was unwavering. The brand launched simultaneously in 17 countries, regardless of time zones, with an omnichannel marketing strategy. They shipped directly to 137 countries. Lines formed outside retailers’ stores worldwide, and consumers flooded social media with selfies wearing Fenty Beauty. The brand’s real-time distribution and global impact were phenomenal.
Fenty Beauty’s marketing, social, and creative teams engage in daily conversations with the community. They break through with authentic stories rooted in culture, resonating emotionally with consumers. The brand’s communication is real, bold, and relatable. They refer to consumers as “besties,” using colloquialized terms across social media channels.
By collaborating with celebrities and influencers, Fenty Beauty not only drove immediate sales but also cultivated a community of advocates.
In summary, Fenty Beauty’s marketing strategy transcends cosmetics; it celebrates diversity, authenticity, and empowerment. By embracing cultural dynamics, they’ve reshaped the beauty landscape and inspired other brands to follow suit.
THE END!
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