There was a care and a love and a devotion and that comes from the founder herself. WHAT RIHANNA SAYS: It should never feel like a uniform. I like to use it on my body as well because it's such a high shine. A soft matte foundation with buildable coverage in a forty unique shades. Superfine, silky paper to blot on the go with a chic mirrored compact. Fenty Beauty has just acquired its first-ever brand ambassador. “The Maze logo includes every letter of the brand name. 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. Makeup is there for you to play. 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. 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). 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. Your email address will not be published. Post was not sent - check your email addresses! After recognizing an emptiness in the industry That meant more makeup options than ever before, particularly for people of color—an underserved but vast market in the beauty space. Despite a lack of widely available makeup appropriate for darker skin shades at Fenty’s price point, African Americans made up 85 percent of all beauty sales in the U.S. Fenty Beauty by Rihanna was created with promise of inclusion for all women. It's there for you to have fun with. All of Fenty’s launch campaign materials showcased a diverse range of skin tones. 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. However, not every beauty launch with a celebrity face and big-name partners goes as well as Fenty’s has from the jump. And it creates a certain discrepancy in the mind. In turn, this keeps their customers happy—and keeps them coming back to buy more products. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. “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. Weightless cream-powder highlighters. Fenty Beauty. It was important to me to create a credible brush.”, Pro Filt’r Soft Matte Longwear Foundation, Portable Touch up, Highlighter and Contour and Concealer Brushes. 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. And thanks in large part to that connection, in its first 40 days, Fenty did $100 million in sales. A perfect example of this is an Instagram video promoting Fenty’s Body Lava launch in March 2018. 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. Create content that speaks to your consumers. Fenty was now a major, mainstream brand with those shades—and positioned as a high-end brand at that. 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. It features Rihanna applying the product, but it isn’t anything like a polished campaign video you might expect to see from a major celebrity with one of the hottest companies in the cosmetics industry. “You can use this on any part of your face. WHAT RIHANNA SAYS: The style videos Fenty promotes on their website hit those same notes. Find out who your competitors aren’t serving, and then make a point to cater to them. It’s the power to light up a room or heat things up. 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. Meanwhile the cosmetic brand “Fenty Beauty” was created with a vision. 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. 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. in 2017. Credit: Courtesy of Savage x Fenty Rihanna has focused on Savage X Fenty's inclusive appeal since launching the lingerie brand, a … 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. 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. Rihanna dove into the makeup industry with the release of her makeup brand Fenty Beauty Sept. 7. Rather than coming off as unprofessional, this video is a very deliberate choice. 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. Regardless of the fetishization of Black bodies and identity in pop culture, it still took Fenty's dramatic commercial success for corporate beauty brands to see Black women as a market to cater to. “Every red carpet you see me on, Invisimatte is in my clutch. 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. Estée Lauder’s foundation range with 42 shades, for example, is priced at $42; Fenty’s foundation is $35. Fenty Beauty by Rihanna “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. 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). With countless and unexpected ways to shine bright, there is no doubt that Rihanna is once again redefining the rules. (They’re also willing to boycott a brand if it doesn’t.) DIVERSITY DRIVEN, FENTY BEAUTY WAS LAUNCHED BY MUCH CELEBRATED MUSICIAN RIHANNA TO ENSURE THERE IS A FOUNDATION FOR ALL. Rihanna debuted Fenty Beauty in 2017. Fenty was now a major, mainstream brand with those shades—and positioned as a high-end brand at that. 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. WHAT RIHANNA SAYS: What makes ‘The Maze’ unique is how it manages to be modern and familiar at the same time” 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. 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: Click the heart to save your favourite pieces to your wishlist. Fenty has set the tone. 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. Oct 5, 2020 Getty Images / Prostock-Studio Allergan Aesthetics, which was acquired by AbbVie earlier this … 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. Rihanna pauses and makes sure the camera is recording at the beginning of the video. Then—BAM!—it delivers!”, WHAT WE SAY: “One of the things I really love about it is the colour. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples.