Fenty changing the CONVERSATION
Fenty was started in 2017 by Rihanna….and that is enough to know that it has started to dominate the fashion and beauty industry !
How did Fenty nail the game?
Real people representation, body positivity, inclusivity…….or just about everything! Fenty launched in 2017 and since then it has developed loads of engaging content which makes its consumers seen and valued. Their approach to inclusion marketing has always been about “showing, not telling.” They started with Fenty Beauty and emerged into Savage x Fenty and Fenty Skin.
Why is this content engaging?
Diversity, gender equality, and altogether it is REAL. Rihanna’s Fenty challenged the way the fashion and beauty industry used to set standards for real people. Their content on Instagram and YouTube gains a lot of attention. In the majority of their content, there are more visuals than words, which makes it impactful. Like this simple lineup of their recent Instagram post. What is engaging in this post? The fact that I want to read up on every single skin shade that is available at Fenty Beauty. And do I feel included in this content……YES!
On Fenty Beauty’s Instagram page, they show people actually using their products. This makes their audience stick around the page to check out how their products work on the skin. And Instagram is a platform that almost all of us use…..we know that if one post is engaging we keep scrolling through many other posts. And to make it even better — they have a diverse group of people using the products live and giving their feedback about the products.
What story does this content tell?
Personally, when I watch Fenty’s content it tells the story of more than one individual. It stands by its brand philosophy with all its content ‘ Feel free to take chances, and take risks, and dare to do something new or different’.
So why do we need this content on traditional as well as digital platforms?
To change the idea of ideal skins, bodies, and gender stereotypes! On traditional platforms, Fenty creates content through Magazines and Fashion shows. In fact with the launch of Savage x Fenty, the brand took a stand by embracing and empowering women! Their first fashion show in NYFW 2018 took social media by storm. So safe to say Fenty knows what it’s delivering!
Digitally across all platforms the brand has been consistently creating and sharing content. One strategy the brand uses when creating content is — understanding what its consumers would find informative. Their YouTube channel is proof of it. Rihanna herself promotes the brand by creating tutorials using her lineup of products. Fenty & Rihanna collaborated with Vogue to create a content video for the audience. So YES, the brand nailed the game and it’s only getting better.
As said by Fenty and Rihanna ‘Focused on what women want’ rather than what people expected
Is the content shareable?
Undoubtedly YES! In fact, as I said above it is needed in today’s time to share evolved, diverse, and inclusive content. As a consumer of Fenty, I feel seen and valued. And the digital content across all platforms keeps me engaged and also enables me to share it with my friends……this creates a good trend that keeps the existing consumers engaged and also attracts new customers.
Well, if you guys checked out the Fenty digital platforms…..do you all think it's pretty amazing? Please do let me know what you guys think about the brand.
