In 2017, Fenty Beauty, under Rihanna’s “golden hands”, achieved revenue of $72 million after just one month of launch. 

To date, Fenty owns an Instagram channel with 11.1 million followers. 

Rihanna’s brand is not simply a social network account of a cosmetic brand, but truly a beauty community, where creating new standards and trends for the beauty industry.

As well as being a playground for girls to come and share experiences and favorite products.

So, besides Rihanna’s reputation, what is the strategy that helps this dinosaur rookie shake up the beauty industry?

Customers are the focus of the brand.

Not only the beauty industry, but any consumer product has a characteristic, which is that it cannot serve all customers. Customers will be divided into many segment groups based on demographics, needs, consumption habits… and depending on product features and production capacity, each brand will choose a separate customer segment to target. serve.

However, Fenty did not do so. In a beauty market that is sensitive and full of standards, Fenty Beauty has broken all stereotypes about beauty with the Inclusive Marketing campaign through the message “Beauty for All”.

Fenty Beauty has succeeded because it puts itself into customers. At that time, there was no beauty brand that could truly pay attention to each customer in detail. That helps many women feel cared for and proud of their own skin color. Fenty Beauty truly has created a brand that can cater to women of all cultures.

Time is a strategic factor

The explosion immediately after Fenty Beauty’s launch was considered to be supported by the “temporary” factor. Fenty was born around the same time as New York Fashion Week. This is the period when the world focuses on what is most beautiful, creative and stylish. 

Fenty took advantage of this opportunity to attract all attention to its cosmetics brand. During product launches and introductions in big cities like London, Madrid or Paris, Rihanna appeared and left impressive moments in style and voice for her brand, which later became extremely viral on social networks.

Not only the brand launch, Fenty also proved that he is an expert in choosing the right time. All subsequent product lines and collections were launched on special occasions. 

In October 2017, 2 months before the biggest holiday season of the year, right on Halloween, the brand launched Fenty Galaxy Collection with products for eyes and lips. True to the name Galaxy, Rihanna has conveyed the festive spirit into beauty products in a very unique way. Instead of the traditional familiar metallic luster, Riri’s Galaxy is a magical color palette for girls who love the magic of the fairy world. The gorgeous but different colors are the factor that makes users immediately want to unbox and show off on social networking sites after receiving the product, making this collection immediately famous and become a digital gift. one if you want to give it to someone on a festive occasion. 

Sincere about diversity

Since its launch, Fenty Beauty has created a buzz by launching a foundation line with 40 tones, something that has never been done before in a beauty product line, setting a new standard for diversity. in this industry. 

After years of drifting between the best makeup products in the industry, Rihanna saw a “gap” for products that would work for women of all skin tones. According to Rihanna, the Diamonds singer wants women everywhere to be able to use her products, regardless of skin color or style. That was the inspiration behind Fenty Beauty. One girl even cried while wearing Rihanna’s foundation because it matched her skin tone.

Women of color, who have always been ignored by cosmetic brands, are now being noticed, and they are enjoying the expensive expenses they spend on shopping. “Fenty Beauty does a great job of explaining to customers the options they have,” said Allison Collins, beauty editor of Women’s Wear Daily. “Brands can produce up to 40 color codes, or even more, but making sure women of color will have choices for themselves has not been a concern of brands until now. . Fenty is the opposite, and it is this that creates desire. And desire leads to sales.”

Rihanna’s beauty brand was named one of Time magazine’s best inventions of 2017. By 2019, Fenty Beauty launched products with 50 shades. This helps her brand stand out from other competitors.

The first released products are considered by many to be reasonably priced and accessible to a variety of customers. Furthermore, Fenty’s products are considered to be of higher quality than those of its competitors.

Fenty’s diverse strategy is also carefully built and operated for each different mayor. In Korea, Fenty focused on promoting the development of the Fenty Beauty Diamond Bomb line, a high-light product with pearl powder. The special thing is that when we look at this product, we will see how strong the Asian spirit is: a bright and rosy skin that is very typical of women from the land of ginseng.

Quality and aesthetics must go hand in hand

If the brand itself does not produce a good product, then the variety and time factor are also useless. Having spent more than 2 years researching in the field of beauty and makeup, the professional makeup product line from Fenty Beauty has convinced the most demanding beauty enthusiasts. Highlighting powder products are the most popular products. Sparkling glitter particles gently glide on women’s skin as if kissed by the sun. In particular, the smoothness of highlighter products is suitable for any type or skin tone.

Besides quality, the highlight of Fenty Beauty products is the convenient and unique stick design. Products such as highlighter, contour powder, even makeup brushes… are all designed in stick form with the criteria of honoring convenience and minimizing previously cumbersome operations. Rihanna shared that she wants to bring to the beauty market a completely new design that emphasizes elegance, but still ensures convenient features for makeup. Possessing such convenient and eye-catching packaging, products from Fenty are always items that ladies always want to show off on Instagram to show off their style. Thereby, contributing to making Fenty’s products more popular. 

One thing that brands in this industry need to learn from Fenty Beauty is the need to see if the product image is “worthy” enough to appear and dominate Instagram. Today, users are not only looking for a product that meets their beauty needs, they also want it to look “genuine” so they can show it off to everyone. If a product can simultaneously achieve both values, functional value and emotional value, they have won 80%. Here, emotional value comes from the image and story that the product owns.

Authenticity should be the focus of your advertising

Of course, a company that wants to operate well needs to have a solid operating system, but just with the appearance of stars, they have a significant advantage over normal purely business companies. Everyone knows that “art is a deceitful moonlight”, but customers have never stopped hoping that using a star’s products will help them have the beautiful, desirable appearance like that star herself.

Obviously, the crazy admiration for Fenty’s product lines largely comes from the existing reputation of its female owner, but her intervention throughout the process is the sure guarantee for this success. “It’s not something that a factory produces, and then slaps your name on the product label.” – Collins said. “Those are the things that she herself has been promoting on her media sites.”

Another reason for Rihanna’s success comes from the sponsors behind it. Fenty Beauty’s distributor is Kendo – an LVMH drug brand established to develop products for Sephora. This, as Collins commented, ensures Fenty Beauty has a grand launch in many countries.

Besides, there is the presence of famous stars in general and YouTube beauty bloggers/make-up artists in particular – those who own the largest number of fans on the second social network, representing a commitment to quality of product collections.

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