And it was clear that diversity was a core value, not an afterthought. As Mintel states, "beauty is being redefined on a daily basis by consumers", and brands are increasingly catering to a diverse pool of consumers.. Groundbreaking, innovative products with an instant payoff that delivers ultimate pleasure to all the senses. So, these consumers may buy Fenty Beauty products because its a status symbol. The Pro-Filt'r Soft Matte Longwear Foundation has been both an Allure Readers' Choice and Vogue Beauty Awards winner and remains one of Fenty's best-selling products on Sephora. While its clear that this brand stands on an unshakable set of values, it still manages to keep things light with a relatable and lively brand voice, using fun shade names like Fruit Snackz and Mauve Wive$ and products like Full Frontal Mascara. So, consumers may buy Fenty Beauty products for the simple reason that it makes them feel good. This brand stands on a platform of inclusivity, and filled gaps left by other major brands for years under the guise of those shades dont sell. Rihanna leads the charge with her fearless reinvention, bringing to life a unique vision for beauty that is feminine and edgy, individual and inclusive, and always keeps makeup-wearers around the globe guessing. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. Many people buy cosmetics just to relax and pamper themselves. This has since been extended to 50. Its taken one young black woman, who cut her teeth in music, to bring inclusivity to the beauty industry, and to make a whole set of people feel seen in doing so. Photo: Fenty Beauty Weibo. )[70] In the UK, the line became Harvey Nichols's biggest beauty launch ever (passing previous leader MAC Cosmetics): in September the department stores sold one Fenty Beauty foundation every minute and one lipstick every three minutes. So perhaps yes, there is a lack of authenticity. Twitter Is Roasting KKW Beauty Over Their Latest Fenty Beauty-Inspired Campaign", "Benefit is launching a new 'Hello Happy' foundation", "Red lipstick lovers are going to *need* Fenty Beauty's new lip paint, so make room in your collection", "13 Women-Run Beauty Brands You Need To Know About", "Pourquoi on est toutes fans du Stunna Lip Paint de Fenty Beauty? The primary reason is naturally to look better. The Eaze Drop Blurring Skin Tint and Pro Filt'r Instant Retouch Longwear Liquid Concealer are other essentials loved by shoppers, boasting 25 and 50 shades to choose from respectively. [14] Currently, Fenty Beauty is available in 17 countries. ', MAKEUP IS THERE FOR YOU TO PLAY WITH. Her vision, above all, is to inspire: "Makeup is there for you to have fun with. In the brand's first month, Fenty Beauty recorded $72.0 million in earned media value,[54] ahead of other high-profile brands including Kylie Cosmetics, Benefit, Urban Decay, KKW Beauty and, NYX. Let's Talk About Brand Personality, Voice, and Tone | by Felicia C. Sullivan | Marketing Made Simple | Medium 500 Apologies, but something went wrong on our end. The Hydra Vizor formula is global, but every country has different regulations about how sunscreen is sold. The Fenty Beauty target market includes consumers who are looking for a particular scent that makes them feel more attractive. Despite her status as a world-renowned musician, the brand hasn't had to rely on its celebrity face to achieve success. However, I don't go around doing trans castings! [3] Previously, she had collaborated with MAC Cosmetics,[4][5] as well as released 10 fragrances via Parlux Ltd,[6][7][8] but Fenty Beauty was her first solo cosmetics brand. Much like its founder, Fenty Beauty is witty and sarcastic on social media. Rihanna created Fenty Beauty "so that women everywhere would be included," focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Fenty Beauty was the first brand within the empire to be launched and is undoubtedly the jewel in the crown, experiencing impressive growth since its launch just three years ago. Necessary cookies are absolutely essential for the website to function properly. [38], On April 6, 2018, Fenty Beauty released three products in its Beach, Please collection. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. In this case, the desire isnt to cover up blemishes or wrinkles; instead, theyre after the smell of perfume or a scent that is attractive to others. Save my name, email, and website in this browser for the next time I comment. Built on inclusivity, the flagship product became its Pro Filt'r foundation, launching in 40 shadesthe most of any mainstream beauty brand at the time. That was the first thing I noticed when I arrived. Both Charlotte Tilbury and Pat McGrath earned their stripes as makeup artists backstage at fashion weeks and on photoshoots for glossy magazines. On one hand, I will argue that businesses are exactly that: businesses. Adesua Etomi is a Nigerian actress, model, and television personality who has appeared in films and television shows in Nigeria. While its definitely not the place for the full-face, full-coverage crowd, the refreshing thing is that no bashing of the latter can be found. In 2020, no longer does the beauty industry solely cater to the mass-market. Much like its founder, Fenty Beauty is witty and sarcastic on social media. Fenty Beauty connected emotionally with women who had long been treated as though they didn't exist by the beauty industry. It all comes down to formulation. Keep in mind it may not work for your brand to be sarcastic. They cater for all skin tones. Most people buy cosmeticsto improve the way they look. The brand reportedly made $100m in just over a month, Time magazine named it one of the 25 Inventions of the Year, and what is now known as the Fenty Effect took hold. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. It is about representation and equality, and being penalised for not fitting the same mould as your fairer-skinned counterparts. In an interview with Vogue, Rihanna revealed the scent has notes of magnolia, musk, tangerine, blueberry, Bulgarian rose, and patchouli. The brands fearless creator, Robyn Rihanna Fenty, launched this makeup line after seeing a void for products that performed across all skin types and tones. I respect all women, and whether they're trans or not is none of my business! Rihanna named the brand "Fenty" after her surname. Almost all of the other brands rushed out new shades (read, darker) following the unveiling of the range of 40 that Fenty Beauty included. Culture Rihanna Fenty Beauty Makeup Beauty Popstar-turned-beauty mogul Rihanna has now been declared a billionaire. . I wanted a product girls of all skin tones could fall in love with, said Rihanna at the new product launch. Their personalized and stylized products are daring and dazzling. When Rihannas Fenty Beauty line was announced in September 2017, I knew it marked the beginning of a dramatic sea change. [62] In response, she invoked a desire to avoid tokenism and respect privacy, stating: "worked with many gifted trans women throughout the years. This cookie is set by GDPR Cookie Consent plugin. A more diverse selection of models started to appear in fashion shows and advertisements. They want to be seen as someone who can afford to buy the best and most popular products on the market. The messaging essentially that if you dont fit an age-old Eurocentric ideal of beauty, you are not welcome was the white elephant in the room of a tone-deaf business. 80.38 . Personality . Touchland Glow Mist Rosewater, $16. Since Fenty Beauty launched in 2017, it has completely changed the cosmetic industry setting new standards, breaking down barriers, and proving old ways of thinking were really just excuses. Fenty Beauty Brand Origin. The Fenty Beauty brand makes use of minimal and chic aesthetics to create a product line that jumps from the shelves thanks to its elegance and delicate look and feel. "[67], Fenty Beauty did make a sponsored post on Instagram with transgender model Rose Montoya. [57], As with the product line, Fenty Beauty also drew international acclaim for diversity in its advertising campaign, which prominently featured numerous black models and other models of color. [71], According to Bernard Arnault, chairman and chief executive officer (CEO) of LVMH, Fenty Beauty's sales reached almost 500 million euros ($573 million) by the end of 2018. Following the trend led by Fenty Beauty, many industry leaders such as Estee Lauder and M.A.C launched products with wide color ranges. Weiss stated, As I interviewed hundreds of women, I became more and more aware of how flawed the traditional beauty paradigm is. The (now legendary) opening gambit was a 40-strong foundation range (since expanded to 50) that included shades for everyone and a marketing campaign that was as diverse as they come. Much like its founder, Fenty Beauty is witty and sarcastic on social media. Starting with Fenty Beauty foundation, face primer and Gloss Bomb, she launched a makeup line so that people everywhere would be included, focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades. Scarred by my previous encounters, my first foray into Fenty Beauty was ordering a lipstick (Stunna Lip Paint in Uncensored) and a highlighter (Killawatt) online, bypassing the hundreds of people queuing for their personal sessions outside Harvey Nichols, Londons department store that stocks the brand exclusively. Whatever the reason, these people may use makeup and cosmetics to conceal and minimize their skin defects. Undoubtedly there are many who will attribute the success of Fenty to the fact that its founder is Rihanna, already a hugely influential global superstar with a phenomenal fanbase, combined with the backing of LVMH. 2023 Kendo Holdings. Early backing from LVMH also afforded the brand accessibility and affordability, making the products available in Sephora stores worldwide. Are you starting your own beauty brand and wondering how to carve out an unforgettable and consistent brand identity like these three powerhouses? It encourages the whole beauty industry to be pushing towards being more inclusive and diverse regardless of complexion and gender. If it works for you, own it but keep your target audience in mind. Fenty Icon Velvet Liquid Lipstick 5 shades The MVP Quick Shop $29.00 HALFTIME APPROVED Invisimatte Instant Setting + Blotting Powder Add To Bag $36.00 BACK IN STOCKBESTSELLER GONE VIRAL Gloss Bomb Heat Universal Lip Luminizer + Plumper 6 shades Hot Chocolit Heat Quick Shop $26.00 RIHANNA'S REAL-LIFE METHOD Fenty Face: Build Your Own 4-piece Bundle It should never feel like a uniform. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-large-mobile-banner-1','ezslot_16',602,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-large-mobile-banner-1-0');Some consumers will also buy Fenty Beauty as a status symbol. Required fields are marked *. What sets you apart from other businesses in your industry? Many celebrities have their own product lines but few change an entire industry. There are of course still brands who dip their toes in the water, yet to fully commit, persisting with a thoroughly inconsistent approach to their inclusivity strategy. She has had many things in the works as of . Celebrity beauty brands are nothing new. As the beauty blogger Tiss Saccoh said, "We must carefully continue to maintain the positive attitude we are building and continue to break down social barriers, because it is the social change that has triggered these changes, and to maintain this change we need to develop this trend into the status quo.