That’s the idea behind the growing influencer movement. Beauty campaigns are no stranger to showcasing a lack of diversity through the various marketing and advertising ‘schemes’ used to deliver this one-dimensional and exclusive message.
Discounts average $6 off with a Fenty Beauty promo code or coupon.
The company was valued at $471 million in 2018.Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales.
“Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures, and race.” as affirms founder, Rihanna ( Fenty Beauty, 2018). And, Fenty Beauty certainly proved to be savvy when investing in each Voice. While 69% of marketers affirmed that the primary role of social media influencers was help launch a product according to a study by Consultancy (Subacio,2017).It only seemed feasible for Fenty Beauty to join the bandwagon, using women of colour influencers such as Paloma Elsesser and Slick Woods to ‘plug’ Fenty’s key message of inclusivity through paid promotion post and videos. Rihanna’s Savage X Fenty celebrates fearlessness, confidence and inclusivity.
Fenty Beauty’s STUNNA Lip Paint in shade UNCUFFED. The brand “tapped into a palpable void in the market for more inclusivity in commercially sold beauty products” (Muller,W Magazine, 2017), truly adhering to their emboldened message, ‘Beauty For All’ ( Fenty Beauty, 2018).The history of beauty campaigns have been frequently and tragically littered with images of ‘ the ideal woman’, which for many consumers defined what was ‘beautiful’.
As Rihanna ( Fenty Beauty, 2018) stated she “wanted everyone to feel included”, a statement overachieved on and recognised as one of the first brands that successfully interchanged messaging directly and solely to a product line, regardless of any two way channels of communications (Gregory, 2015).Beauty industries have tended to under deliver for the skin care needs of ethnic and darker toned women, and “Rihanna recognised this important segment” argues Digital Marketing savant, Norm Bond.
PR messaging and stakeholder relationships were sustained by two-way communication channels and further maintained as the company message surpassed lucrative means to one largely topical, “an ode to and a celebration of diversity.” ( Garel,2017).The large success of this brand was through various tailored PR messaging techniques that were critical to engaging with key stakeholder and publics both active and latent. 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.. 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. Sephora aided Fenty in strategic marketing applications dedicating 350 people to their digital and engineering staff for messaging and maximising traffic of the brand, online. Sign up to get updates!Fenty Beauty: A Star-Power Marketing Case StudyExpertise from LMD communications gurus to help you market smarter.You might not be Rihanna–but you can take lessons from her. From the get-go Fenty Beauty’s message was distinct.Enter your email address to follow Lakshmi and instant updates via Email We want you to feel sexy and have fun doing it.
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