Fenty Beauty's Road to Success: Inclusivity, Strategy, and Social Media
Nicole Nyamukunda
Did you know that the launch of Fenty beauty is the beauty brand's most successful campaign to date ? Insane right ! Luckily we are here to review with you and analyze the marketing strategies that made this launch so successful till today .
Fenty beauty was launched in 2017 by superstar and businesswoman Rihanna under the conglomerate LMVH . This Launch revolutionized the beauty industry and here's how :
Fenty beauty launched with 40 foundation shades which catered to a variety of skin tones . This is what made them different from their competitors . Fenty came in and filled the gap of there being limited shades of foundation and it created the "Fenty effect" which caused other cosmetic brands to expand their shades of foundation . This also highlighted the brand's value which is inclusivity and they made individuals feel represented and valued . Brand loyalty was established and a sense of belonging was created because of the wide variety of foundation shades that Fenty beauty had to offer . Lastly Fenty beauty unwrapped new markets that had never been reached before and it attracted a broader customer base and international expansion.
Fenty beauty's partnership with Sephora is just what a girl needed . As a trusted platform and well established retailer Sephora lent Fenty beauty credibility as it was starting out . The brand also gained a wide accessibility because of Sephora's excessive network of stores across North America , Europe and Asia . Fenty beauty was made available in 1600 stores as it was launching . Sephora also gave Fenty beauty's customers a good experience by helping customers find their shade of foundation which built on the brand's message of inclusivity . With that , this collab resulted in impressive sale figures and the brand reported earning $100 million in its first 40 days .
Fenty beauty made noise on social media and this contributed to the brand's success . User generated content made the brand authentic and relatable and a community was built which this resulted in trust . Influencer partnerships expanded reach and credibility and hashtags enhanced engagement and These strategies generated massive engagement, including $72 million in earned media value in its first month .
Here's what to take from Fenty Beauty
- Market Differentiation: Focus on addressing gaps in your industry to stand out.
- Core Values: Build your brand around meaningful values (e.g., inclusivity, authenticity) that resonate with your target audience.
- Strategic Collaborations: Partner with credible platforms or entities to amplify your reach and establish trust.
- Leverage Social Media: Utilize user-generated content, influencers, and hashtags to build a community and generate engagement.
- Accessibility: Ensure your product or service is widely available to capture a broad customer base.
Fenty Beauty’s success shows how innovation, inclusivity, strategic partnerships, and effective marketing can transform a brand into a global phenomenon. Connect with us to help you elevate your brand
Sources
Sales benefit from sephora collab
