Fenty Beauty: Inclusive beauty in the digital age
The beauty industry is persistent with evolving brands of beauty and cosmetics. Despite this, one brand has stood out for their commitment to inclusivity, innovation and online engagement: Fenty Beauty. Since launching in 2017 by music icon Rihanna, Fenty beauty has aimed to redefine industry beauty standards, not only with their diverse range of products but also their exceptional online communications and presence, generating them a remarkable $100 million in their first 40 days alone.
Fenty’s power couple: The ultimate collaboration
The announcement of a collaboration between Gen Z’s power couple Rihanna and A$AP Rocky sent shockwaves through the worlds of beauty and music. Fenty Beauty’s online communication of marketing a beauty product “Luxbalm” through A$AP Rocky’s song “RIOT”, resulted in 17.5M views with 2.2M likes on TikTok with male influencers trying out the product with hashtag #luxbalm to increase buzz of the product.
With the increasing popularity of lip products, it is evident that within this demand, there is limited access for men. As a result, Fenty Beauty aims to break stereotypical beauty standards and increase inclusivity within the beauty industry by using Male Rapper A$AP Rocky as the face of “LuxBalm” and his song “RIOT” to empower men to challenge the status quo and become part of a movement that defies limitations of masculinity.
Fenty Beauty’s superbowl product placement
Fenty Beauty’s decision to launch a Super Bowl ad prior, helped to build anticipation of Rihanna’s half time performance with the ad receiving over 18.2M views. At the core of Fenty Beauty’s brand identity is a celebration of diversity and individuality, and the TikTok ad was able to encapsulate this ethos of “beauty for all” by featuring a cast of rugby balls being smothered in Fenty Skin’s “HYDRAVIZOR” and different shades of Fenty Beauty’s “PROFILTRFOUNDATION”, highlighting their diverse product range. Moreover, viewers were not passive spectators but encouraged to be active participants in the experience by recreating the featured makeup looks using the hashtag #FentyGameFace with the participation of many beauty influencers. By harnessing the power of TikTok’s platform and culture, Fenty Beauty created an immersive experience that resonated with audiences worldwide.
Rihanna’s comeback into the music industry is what made 2023’s Superbowl performance the most watched halftime show, attracting 121 million viewers. Rihanna used this anticipation as a way to strategically amplify the brand’s visibility through her 3 second product placement of her Invisimatte setting and blotting powder. This campaign resulted in $44.1M earned media value and increased brand visibility with a 197% increase in viewers visiting Fentybeauty.com in the month of march. Additionally, social media engagement spiked as viewers discussed the makeup looks featured in the performance, eager for details of what products she used. Thus, enhancing the hype surrounding Fenty Beauty’s products, driving engagement, sales, and a sense of community.
Fenty Beauty’s online presence is a testament to its ability to adapt and thrive in the evolving digital landscape. In a world where beauty standards have historically been exclusionary, Fenty has demonstrated inclusivity, diversity, and self-expression, creating a digital beauty community where everyone is welcome. Fenty Beauty continues to lead the charge towards a more inclusive beauty industry, and I truly believe it serves as an inspiration to individuals alike, proving that beauty truly is for everyone.
