Is Fenty Beauty Revolutionary Or Is The Beauty Industry Just Having A Moment?
In my 30 years in the #Beauty business, there has been one recurring theme that always circles back around every decade or so. It’s the question of: What is the cosmetic industry’s relationship to the consumers they define as “Ethnic,” “Women of Color” or now #Multicultural? While this consumer’s demographic description has changed, it’s questionable whether the conversations about her and the range of options available for her has changed as well.
So, let’s shed some light on the darker side of the beauty industry. I have spent the last 23 years of my career at #IMANCosmetics for the past 15 years as GM/EVP Brand Development. I am one of the few women of color who has not only a personal but a professional understanding of who this customer is and how she has felt about the business of beauty.
A History Of Diversity In The Beauty Industry
Up until the late 70s, diverse women were virtually nonexistent to the mainstream beauty industry. By the late 70s to early 80s, they were recognized by the “Black Brands” that launched lines to serve their needs exclusively. In the late 80s to early 90s, general market ventured into the uncharted territory of darker shade extensions and “ethnic” variations of their mainstream brands. But by the mid-nineties, there were still gaps in consumer satisfaction that made the industry ripe for reinvention.
In came #IMANCosmetics to upset the industry in the mid-90s by introducing #multiculturalism within the industry. The brand became a beauty business disruptor, with diverse campaigns that promoted skin tone instead of race. It became an instant word-of-mouth success by using public relations instead of traditional “ethnic advertising” vehicles. After a successful launch, the brand remained an industry leader with little competition for 20+ years.
How #FentyBeauty Created The Latest Beauty Moment
Then came the launch of #FENTYBeauty in Fall 2017. Rihanna’s cosmetics collection under the LVMH/Kendo Brand group reignited the conversation about the viability of the multicultural beauty market. The brand was positioned as the makeup savior that women of color had been waiting for. Competitive brands “snapped back” with messaging that reminded audiences that they, too, manufactured shades in diverse ranges. But something in the Fenty messaging led to Rihanna gaining a prominent voice for this audience.
Read the full post over at my blog!
