Lover, Hero, Creator
In our lesson Introduction to Advertising and Public Relations, we were asked to take over a task. Specifically, as Brand Ambassadors of our brand’s of choice, we had to do some background research to define our brand key audiences and communities. Also, we were given a very interesting article which offers Branding Insights for reviewing and improving our Brand Ambassadors projects. This article was very helpful for our team due to the fact that it uses a Persona Quiz in order to reveal the Big Picture of Brand Opportunity. So, apart from the key audiences and communities we had to define, we also had to answer the following: What are your brand personality and persona?
To start with, Fenty Beauty is a multicultural and universal brand that stands for every person interested in makeup. For that reason, it is suitable for us to focus on the fact that it belongs to more than one brand personality type. After a lot of search and many discussions, we ended up choosing three types, the lover, the hero and the creator. We considered that the type of lover is suitable for us, because as a cosmetics brand it provides aesthetic beauty, class and glamour. Fenty’s Beauty goal is to create intimate relationships by producing premium and elevated products. We want everyone to feel attractive and confident by producing cosmetic products for everyone that are universal and easy to use!
As for the type of hero, our team thought that Fenty Beauty is the hero of everyone, because it provides cosmetic products for every color and skin type. Therefore, Fenty Beauty makes the difference and wants to make everyone feel strong, honorable, courageous and victorious!
The third type, the creator, was appropriate for describing our strategy. In particular, Fenty is the best way to express yourself and experiment with makeup as individual with the view to depict your personality. As Rihanna, the owner and founder of the brand Fenty Beauty, said Fenty Beuaty is not just “a makeup brand”. Customers do not just buy the product. They turn to blank canvas and “Fenty Beauty” is the palette which gives them the opportunity to be inspired and create something unique.
In addition, the key audience of our brand is literally everyone because Fenty Beauty was created for everyone: for women and men of all shades, personalities, attitudes, cultures and races. In other words, we wanted to support diversity by including all skin tones in cosmetic offerings. It is remarkable that the original foundation launch included 40 shades. So, our brand targets diverse consumer groups who feel ignored by traditional beauty brands. Last but not least, it is worth mentioning that Fenty’s Beauty moto is “Beauty for all” and that the advertising campaign included numerous black models and other models of color.
In conclusion, it was very interesting for us to define our brand key audiences and community and also to search for our own brand personality and persona. The whole research made us think in a creative way and create the main strategy of our brand.
This is our presentation:
https://show.zohopublic.com/publish/aa0z2d8fe9bc711bb4366b91cc4116ce35e4d?viewtype=1
