“I love to blot on the fly, or as we like to call it at Fenty Beauty, portable blotting. Celebrate undervalued corners of your market. Beauty Brands Are Already Diminishing Representation Efforts, New Study Finds Asia Milia Ware 11/1/2020 David Dinkins, New York City's first African-American mayor, dies at 93 Find out who your competitors aren’t serving, and then make a point to cater to them. “One of the things I really love about it is the colour. “I’m out long days and long nights, working, or attending events, and you don’t have a chance to go back and fix your makeup. LOOK also houses curated and luxurious brands from all over the world, such as Glossier, Huda Beauty, Fenty, Kylie, Kat Von D, Shu Uemura, YSL, Gucci, SK-II, and L’Occitane. Over the last decade, she has seamlessly transitioned her … Makeup is there for you to play. The first time she experienced makeup for herself, she never looked back. Consumers are looking to buy from brands whose values align with their own, now more than ever before, but few shoppers are going out of their way to read brand manifestos. There was a care and a love and a devotion and that comes from the founder herself. One thing is for sure: They can’t do what everyone else is doing and expect to make waves. The beauty concept store has ongoing promos until Nov. 30. They also carefully crafted their social presence to speak to every young consumer, not just people who had big money to spend on a cosmetic product. Fenty was now a major, mainstream brand with those shades—and positioned as a high-end brand at that. Launching with 40 shades right off the bat staked out the brand’s commitment to serving every potential makeup consumer. Fenty found next-level success because it positioned itself from day one as a diverse brand for a diverse customer base. Included print advertising, out of home, in-store graphics for Sephora (nationwide) and Harvey Nichols (Europe), two e-commerce sites, digital banners, video, email, social, and influencer gifting. Many early customers jumped on the bandwagon because Fenty was one of the few companies making affordable shades of makeup for a wide range of skin tones—a move that would prove extremely savvy on their end. Not every brand can take Fenty’s approach to social media, and that’s the point: You have to connect with your customers, reach them where they live, use their humor, tell them the story that they want to hear. Fenty Beauty is a cosmetic brand founded by Rihanna. From talking about education in Paris, to partying in New York, to starting her own makeup line, she has never been easily defined by societal norms or expectations. It welcomes customers and shows that anyone can use Fenty’s products, and look good doing so, even if they aren’t on a professional modeling shoot. in 2017. Since their target demographic is young, this media plays well with their consumers. You look at it and think, is it going to deliver? More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. And so, I wanted to make sure that women of all skin tones were covered and they could be included in what I created.”, “We work really long and hard on the texture of each formula. The distinctive letter ‘F’ with the strokes overlapping references Rihanna’s own handwriting and the reverse ‘N’ is a legacy nod to the Fenty Beauty logo. Browse Fenty Beauty LVHM also owns Sephora, which is most notable here because its stores have stocked Fenty from launch. For consumers today, especially young consumers, diversity is a key value they want to see in marketing materials—and they’re willing to spend on a brand that reflects their values. Estée Lauder’s foundation range with 42 shades, for example, is priced at $42; Fenty’s foundation is $35. These three startup beauty brands have managed to do this, finding white space in a crowded market, as well as a unique visual identity. McKenzie, 26, models for the new Savage X Fenty campaign. So the most important part of this packaging is the mirror – you can just look right in the mirror and get that grease off in a hurry.”, WHAT WE SAY: Their debut commercial showed 12 women of different ethnicities and skin tones. What has set Fenty apart is their desire to serve their customer base unabashedly, something they’ve done since first launching. By slightly undercutting the high-end price point, offering an extended shade range for both dark and light shades, and launching in brick and mortar stores, Fenty created the perfect storm for people to find their perfectly matched foundation. 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. Lauren Christiansen is a passionate content marketer and writer. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. It would have been too easy to launch with crazy colour and novelty products but creator and founder Rihanna wanted to do things differently – as an innovator but also as someone who had personally experienced the gap in the market for a foundation range that is truly representative of women of all colour. Foundation in 40 shades, skinsticks in 30 shades, made for you. Dec 3, 2019 - New Logo, Identity, and Packaging for FENTY by Commission The Fenty Beauty logo comes in two forms — a monogram and a wordmark. Everything they do is inclusive of and geared toward segments of consumers that legacy beauty have brands ignored, and they do it in a way that feels authentic at every step. Enjoy the added benefits of creating a personal account. Three years later and now with a skin care sister brand, Rihanna’s is still hailed as one of the most accessible and inclusive beauty companies in … She’s the beauty fairy godmother we’ve been waiting for. It should never feel like pressure. By engaging customers on social and saying loud and clear, “We’re one of you and we understand what’s important to you,” Fenty is affecting how their consumers perceive the consumer-brand relationship. Designed campaign assets for the launch of Rihanna’s first-ever beauty brand, FENTY BEAUTY. They’ve backed up their dedication to that base in their marketing, and they’ve used social media to connect with their customers in unfiltered and organic ways. “I apply this all day long. Market your values loud and clear. Meanwhile the cosmetic brand “Fenty Beauty” was created with a vision. Gen Z is the most diverse, multicultural generation in history, so they expect brands to develop products that work with their different skin tones and beauty needs, such as Rihanna’s Fenty Beauty. While other brands struggle to be inclusive, Rihanna did it right out of the gate. But while Fenty is priced as a luxury brand, they still aren’t as costly as many of the other brands selling a large number of shades. Regardless of what she puts her mind to, Rihanna has always seemed to follow her own path. Orlic’s article talks about authenticity stemming from ‘genuinely trying to help your audience’. Each one was given close-up time, and each was featured on Fenty’s launch materials. Fenty Beauty has just acquired its first-ever brand ambassador. As a result, the company was able to offer a greater number of choices in darker and lighter shades of makeup than most other major companies. WHAT RIHANNA SAYS: With more than 90 products released in 17 countries, Fenty Beauty has established itself as the new “It” girl of beauty brands. A shine-stopping, pore-diffusing primer that smooths the way for better foundation application. Fenty launched with 40 different shades of foundation, encompassing a huge number of skin tones. It’s truly addictive. And Fenty was an instant smash hit because they excelled at doing what other beauty brands have been struggling with for years: connecting with real people. Whatever it is that your customers care about, and however they express themselves, meet them where they are. Intrigued? Rihanna single-handedly stopped the world and changed the game when she launched Fenty Beauty in September 2018.. They’ve built products for a huge and underserved market—women whose skin tones don’t fall into the ranges that the major makeup brands focus on. Credit: Courtesy of Savage x Fenty Rihanna has focused on Savage X Fenty's inclusive appeal since launching the lingerie brand, a … Click to share on Facebook (Opens in new window), Click to share on Twitter (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on Reddit (Opens in new window), Click to email this to a friend (Opens in new window). “I think foundation should look like second skin, so it was important to me that Pro Filt’r Foundation has a soft matte finish because you still want a dewy look, but you don’t ever want your skin to be shiny.”, WHAT WE SAY: “You can use this on any part of your face. Actor and activist Amandla Stenberg has been chosen by Rihanna herself to join the #fentyfamily as the new “Fenty Face”. It’s about emanating what’s inside and using makeup as a tool to celebrate difference. Required fields are marked *. Professional quality brushes that know how to play to your angles and are magnetised for convenience. Fenty Beauty Before she was BadGalRiRi: music, fashion and beauty icon, Robyn Rihanna Fenty was a little girl in Barbados transfixed by her mother’s lipstick. The best way to get your core brand values across is to market them, and that’s exactly what Fenty has done since their 2017 launch. Even on a star-studded list that includes Jay-Z, Drake, Beyoncé, LeBron James and more, Rihanna stands out. This smart positioning helped Fenty’s sales skyrocket. Notify me of follow-up comments by email. If consumers are buying according to their morals, make sure they know what your brand values are. Find a Unique Selling Point It’s comfortable, it’s nourishing, and you just want to wear it all day.”, WHAT WE SAY: FENTY BRANDING. Now, obviously some Fenty’s success has to be attributed to the power and popularity of Rihanna as well as the brand’s parent company, luxury goods conglomerate LVMH (which owns Louis Vuitton, Fendi, Christian Dior, Moët & Chandon, and many, many others). Her mantra is ‘radiance reimagined’ and she intends to achieve it with the release of forty boundary-breaking shades of foundation, a selection of glowing highlighters, luminous primers, shimmering makeup sticks and the sexiest blotting powder and paper yet. I call the colour ‘invisipink,’ because it's invisible but has a warm tone, so it’s not white or chalky on the skin.”, WHAT WE SAY: WHAT RIHANNA SAYS: Newer companies including Milk Makeup and Rihanna's Fenty Beauty are founded on a principle of greater diversity. Create content that speaks to your consumers. Your email address will not be published. The hype around Fenty’s initial launch and subsequent product launches is partially thanks to their strategic use of social media—consciously using it to cultivate a raw, more personal connection with Fenty fans and customers. An explosive shine that feels as good as it looks in one universal rose nude shade. I look forward to everybody getting to see what we’ve been able to create so far.”, WHAT WE SAY: After recognizing an emptiness in the industry On their other social platforms, Fenty speaks the language of their consumers. Alongside the visual identity, London based design and branding consultancy Commission created the complete packaging suite and garment branding for Robyn Rihanna Fenty's awarded fashion house. These marketing images are a nonverbal way for Fenty to reiterate its commitment to diversity; they don’t just talk about serving people of all skin tones, they put images of them front and center. She has had many things in the works as of 2014, under her belt trademarked under her last name Fenty. You should always have a blast, and feel free to take chances, take risks, and, dare to do something new or different.”, “I have 100% involvement in this process, which made this so special and very fun. It meets customers where they are because it feels more like user-generated content than branded content. Then I Met You is forging connections Korean brand Then I Met You is owned by Soko Glam founder Charlotte Cho, who intends to keep the brands distinct so they develop seperately. After Fenty launched, their deep shades sold out across the country, and consumers took to social media to share their joy at finding foundations that matched their skin tone. In turn, this keeps their customers happy—and keeps them coming back to buy more products. For Rihanna, beauty is an energy, it’s the ever-changing way we carry ourselves. What makes ‘The Maze’ unique is how it manages to be modern and familiar at the same time” Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. A soft matte foundation with buildable coverage in a forty unique shades. Makeup, it spoiled me.”, “Foundation is one of those areas in the beauty industry that has a big void for women at extreme ends of the shade spectrum. But while Fenty is priced as a luxury brand, they still aren’t as costly as many of the other brands selling a large number of shades. Discover the Fenty Face, “The first time I remember having my makeup done was for this beauty pageant that I did in school. WHAT RIHANNA SAYS: Then—BAM!—it delivers!”, WHAT WE SAY: For instance, Drew Barrymore’s Flower Beauty, which rolled out in Walmarts eight years ago and was picked up at Ulta in 2018, and is reportedly generating $50 million in revenue per year after nearly a decade of sales. The more you build a rapport with customers, the more they trust you, and the more they’ll look to you when they’re ready to spend. Don’t hide them on a webpage nobody visits; use them to underscore your marketing, your website copy, and everything else that comes from your brand, implicitly and explicitly. Rihanna debuted Fenty Beauty in 2017. Her writing and numerous side projects can be found on her. But don’t just quietly add in a product or service—celebrate the people you are serving, and make them feel welcomed by your brand. It should never feel like a uniform. The visual identity was applied across garments and a completely custom packaging system designed by Commission which included; e-commerce suite, boutique shopping bags, shoe boxes, accessories boxes, dust bags, … I wanted everyone to feel included. With the release, fellow celebrity owned makeup company, Kylie Cosmetics by Kylie Jenner and full-range supplier Clinique gained a competitor. For Fenty, it’s authentic product videos that almost feel like user-generated content and Twitter memes that connect them with their consumers. “I can’t stand it when you buy a portable brush, and it’s like the flimsiest thing you’ve ever felt. WHAT RIHANNA SAYS: Each duo features a subtle sheen for day and a supercharged shimmer for night. And it creates a certain discrepancy in the mind. Magnetised makeup sticks to either conceal, correct and contour or highlight, blush and enhance. And not being afraid to jump on a pop-culture moment gives Fenty a noncorporate feel; at times, their Shorty Award-nominated social presence is more like a friend’s account than a brand’s. Long before clean beauty took the world by storm, Jessica Alba created Honest Beauty in 2012 with the mission to make safe and effective products easily accessible to everyone. Estée Lauder’s foundation range with 42 shades, for example, is priced at $42; Fenty’s foundation is $35. Your email address will not be published. Rather than coming off as unprofessional, this video is a very deliberate choice. Fenty has set the tone. C O N T E N T. Rihanna is known to dabble in non-music related endeavours such as Fenty x Puma and other name brand collaborations. It's this soft pinky-nude, it's really feminine. However, not every beauty launch with a celebrity face and big-name partners goes as well as Fenty’s has from the jump. I wanted everyone to feel included. That’s the real reason I made this line.” ... Rihanna On Making The Brand “I have 100% involvement in this process, which made this so special and very fun. In establishing a representative list of the crème de la crème of beauty YouTubers, I focused on the key question: “Who’s on top in terms of influence, most likely to be sponsored for beauty marketing, and likely to influence their viewers’ consumption practices?” I looked to two key lists of YouTube beauty heavywe… This focus on diversity has continued since the launch in a way that feels organic and unforced. The Fenty Beauty brand is celebrated because of its inclusivity, and the simplicity of its packaging certainly opens the door for anyone and everyone to use it in a way that makes them feel beautiful. Outside of thinking about all-things eCommerce, Lauren is an avid sports player and fan. Post was not sent - check your email addresses! Run by Bryony Gomez-Palacio and Armin Vit in … Fenty Beauty by Rihanna “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. WHAT RIHANNA SAYS: The original foundation launch included 40 shades, since expanded to 50. Discover it for yourself. “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. I like to use it on my body as well because it's such a high shine. I was 15, about to be 16, just before I got signed. Once beauty brands move beyond the clout and performative posts and realize that representation is a long term commitment and something that should be second nature, real change will follow. Rihanna dove into the makeup industry with the release of her makeup brand Fenty Beauty Sept. 7. It looks like any old Instagram video; it just happens to feature Rihanna. Rather than adding a model of color to their materials after years of using white models, they started off using models of all skin tones and never stopped. Oct 5, 2020 Getty Images / Prostock-Studio Allergan Aesthetics, which was acquired by AbbVie earlier this … The line is for people of color who have struggled for years to find the right shade of foundation. Producing 40 shades of foundation in a single line is now the minimum if a beauty brand is serious about serving the needs … WHAT RIHANNA SAYS: It's there for you to have fun with. The store boasts 1,000 sqm of beauty space where you can try your favorite beauty brands. Click the heart to save your favourite pieces to your wishlist. A perfect example of this is an Instagram video promoting Fenty’s Body Lava launch in March 2018. And ever since then, ever since I saw foundation on my skin—I could never look at my skin without foundation again. And thanks in large part to that connection, in its first 40 days, Fenty did $100 million in sales. Sorry, your blog cannot share posts by email. The first new brand LVMH has ever created, the line also solidified Rihanna as the first Black owner and the first female owner within the company. Finding and catering to these undervalued and underserved customers is a big way that companies can not only make money and grow, but also differentiate themselves from competitors and begin to build brand loyalty. It was really important to me that each product is made to easily build and layer with lightweight textures that are flexible even when you want to re-apply.”, “The best piece of makeup advice that I can give to any of my fans or any of our customers is to never be afraid to experiment. Fenty Beauty. I had so much freedom in creating whatever products I wanted to make, and whatever colours or shades I wanted to make them, down to the fonts on the packaging. When Fenty launched, they weren’t the only company to offer more than 40 shades of foundation and highlighter—but they were one of the first major cosmetics companies to stake out diversity as a central value for their brand in the product offerings and marketing. With countless and unexpected ways to shine bright, there is no doubt that Rihanna is once again redefining the rules. “Every red carpet you see me on, Invisimatte is in my clutch. Universally, translucent blotting powder that absorbs shine and diffuses the look of pores for an instant filtered look. WHAT RIHANNA SAYS: (They’re also willing to boycott a brand if it doesn’t.) 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.
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