The Brand Positioning and Differentiation of Fenty Beauty
Differentiation and Position are key elements that are fundamental in building a brand and to maintain its brand identity. It is crucial especially in this fast paced and competitive beauty industry.
Differentiation:
Differentiation is what makes a certain brand unique, the key attributes and characteristics that set the brand apart and make it stand out from its competitors. In the beauty industry there are numerous brands that offer similar products.
Fenty Beauty has differentiated itself by providing a variety of shades for all skin tones which means that it includes a wider range of people because they have more to chose from that applies for their skin. Its Pro filter foundation has 50 shades.
Other brands in the industry did not meet as many wide ranges and this differentiation technique that Fenty has incorporated makes it advantageous towards them in terms of sales, and brand loyalty. As a result more people would be keen on trying out the brand if they do not get the shades that are applicable to them in the other brands. The below link shares the formation of Fenty Beauty and what it meant to the founder Rihanna.
Positioning
Positing is how the brand is made to appeal to its stake holders and its target audience. One way to position a brand is through its brand identity, attributes and how the marketing campaigns are done to implement this.
Fenty Beauty has positioned itself to be a fun brand that caters to different people with different skin tones. It has emphasized the celebration of including all people. Its marketing campaigns speak this by being innovative and including various demographics to show that the brand does indeed accommodate everyone. It positions itself so that it is also available to its stake holders world wide and not just in certain parts.
In addition their products are high-end of good quality, this is advantageous to the brand because people feel like they are getting value for their money. Moreover, the positioning that Fenty Beauty has also builds the brand equity because it creates a sense of belonging know that it can cater to multiple people from all over. Below is a link to one of the innovative and captivating adverts on one of Fenty Beauty’s recent Velvet Icon Liquid Lipsticks.
To summarize, Fenty Beauty is one of the brands that has executed its differentiation and positioning successfully. By carefully implementing their marketing strategies accordingly. The impact of this has been beneficial to the brand because it has resulted in brand awareness, equity and loyalty which are all imperative to have when creating a successful brand. Additionally Rhianna shows pride in her Brand by also including herself to show that the brand is reliable and relatable to its target audiences. In combination with all the above Fenty Beauty has created an innovative and impactful brand.
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