“I love to blot on the fly, or as we like to call it at Fenty Beauty, portable blotting. Their website always features multiple models to get across that their products are made for, and look good on, everyone. That’s the real reason I made this line.” ... Rihanna On Making The Brand “I have 100% involvement in this process, which made this so special and very fun. Click the heart to save your favourite pieces to your wishlist. “One of the things I really love about it is the colour. Many early customers jumped on the bandwagon because Fenty was one of the few companies making affordable shades of makeup for a wide range of skin tones—a move that would prove extremely savvy on their end. What makes ‘The Maze’ unique is how it manages to be modern and familiar at the same time” More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. It was really important to me that each product is made to easily build and layer with lightweight textures that are flexible even when you want to re-apply.”, “The best piece of makeup advice that I can give to any of my fans or any of our customers is to never be afraid to experiment. With more than 90 products released in 17 countries, Fenty Beauty has established itself as the new “It” girl of beauty brands. Designed campaign assets for the launch of Rihanna’s first-ever beauty brand, FENTY BEAUTY. They’ve built products for a huge and underserved market—women whose skin tones don’t fall into the ranges that the major makeup brands focus on. Everything they do is inclusive of and geared toward segments of consumers that legacy beauty have brands ignored, and they do it in a way that feels authentic at every step. Their brand positioning was so fleshed out and visible from day one that it immediately connected with consumers—to the tune of $100 million in sales in just over a month. The visual identity was applied across garments and a completely custom packaging system designed by Commission which included; e-commerce suite, boutique shopping bags, shoe boxes, accessories boxes, dust bags, … The more you build a rapport with customers, the more they trust you, and the more they’ll look to you when they’re ready to spend. Post was not sent - check your email addresses! What has set Fenty apart is their desire to serve their customer base unabashedly, something they’ve done since first launching. Fenty was now a major, mainstream brand with those shades—and positioned as a high-end brand at that. A 2014 study by the Kelley School of Business concluded that , “The second generation of internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers.” That’s exactly what Fenty has done with their brand presence online. A perfect example of this is an Instagram video promoting Fenty’s Body Lava launch in March 2018. Discover the Fenty Face, “The first time I remember having my makeup done was for this beauty pageant that I did in school. Describing the inspiration behind the design of an entirely new wordmark for the brand, McFarline said, “The new wordmark was drawn from scratch. WHAT RIHANNA SAYS: Finding and catering to these undervalued and underserved customers is a big way that companies can not only make money and grow, but also differentiate themselves from competitors and begin to build brand loyalty. It was important to me to create a credible brush.”, Pro Filt’r Soft Matte Longwear Foundation, Portable Touch up, Highlighter and Contour and Concealer Brushes. Find out who your competitors aren’t serving, and then make a point to cater to them. A shine-stopping, pore-diffusing primer that smooths the way for better foundation application. It's this soft pinky-nude, it's really feminine. It's there for you to have fun with. And ever since then, ever since I saw foundation on my skin—I could never look at my skin without foundation again. The store boasts 1,000 sqm of beauty space where you can try your favorite beauty brands. Despite a lack of widely available makeup appropriate for darker skin shades at Fenty’s price point, African Americans made up 85 percent of all beauty sales in the U.S. Three years later and now with a skin care sister brand, Rihanna’s is still hailed as one of the most accessible and inclusive beauty companies in … Fenty’s slogan is “Beauty for all,” and it’s clear they aren’t tokenizing people of color for extra credit; they’re treating them as integral to the company’s product image and customer base. WHAT RIHANNA SAYS: It looks like any old Instagram video; it just happens to feature Rihanna. And not being afraid to jump on a pop-culture moment gives Fenty a noncorporate feel; at times, their Shorty Award-nominated social presence is more like a friend’s account than a brand’s. And thanks in large part to that connection, in its first 40 days, Fenty did $100 million in sales. Fenty Beauty. Long before clean beauty took the world by storm, Jessica Alba created Honest Beauty in 2012 with the mission to make safe and effective products easily accessible to everyone. “You can use this on any part of your face. The lighting is far below professional quality, and the video quality is mediocre as well. Once beauty brands move beyond the clout and performative posts and realize that representation is a long term commitment and something that should be second nature, real change will follow. Oct 5, 2020 Getty Images / Prostock-Studio Allergan Aesthetics, which was acquired by AbbVie earlier this … On their other social platforms, Fenty speaks the language of their consumers. Regardless of the fetishization of Black bodies and identity in pop culture, it still took Fenty's dramatic commercial success for corporate beauty brands to see Black women as a market to cater to. While some smaller brands catered to a range of dark tones and undertones, there were few options available in the top retail stores or from major brands. I like to use it on my body as well because it's such a high shine. By slightly undercutting the high-end price point, offering an extended shade range for both dark and light shades, and launching in brick and mortar stores, Fenty created the perfect storm for people to find their perfectly matched foundation. I call the colour ‘invisipink,’ because it's invisible but has a warm tone, so it’s not white or chalky on the skin.”, WHAT WE SAY: All of Fenty’s launch campaign materials showcased a diverse range of skin tones. Their debut commercial showed 12 women of different ethnicities and skin tones. You look at it and think, is it going to deliver? LOOK also houses curated and luxurious brands from all over the world, such as Glossier, Huda Beauty, Fenty, Kylie, Kat Von D, Shu Uemura, YSL, Gucci, SK-II, and L’Occitane. Follow our journey See the end result Each duo features a subtle sheen for day and a supercharged shimmer for night. Launching with 40 shades right off the bat staked out the brand’s commitment to serving every potential makeup consumer. The hype around Fenty’s initial launch and subsequent product launches is partially thanks to their strategic use of social media—consciously using it to cultivate a raw, more personal connection with Fenty fans and customers. McKenzie, 26, models for the new Savage X Fenty campaign. Fenty found next-level success because it positioned itself from day one as a diverse brand for a diverse customer base. Fenty Beauty has just acquired its first-ever brand ambassador. DIVERSITY DRIVEN, FENTY BEAUTY WAS LAUNCHED BY MUCH CELEBRATED MUSICIAN RIHANNA TO ENSURE THERE IS A FOUNDATION FOR ALL. WHAT RIHANNA SAYS: While other brands struggle to be inclusive, Rihanna did it right out of the gate. However, not every beauty launch with a celebrity face and big-name partners goes as well as Fenty’s has from the jump. Making your brand values front and center, as Fenty has done, is a great way to connect with consumers and build a lasting relationship. Meanwhile the cosmetic brand “Fenty Beauty” was created with a vision. Rather than adding a model of color to their materials after years of using white models, they started off using models of all skin tones and never stopped. Fenty has set the tone. The company loves to put memes on Twitter and jump onto social trends. Even on a star-studded list that includes Jay-Z, Drake, Beyoncé, LeBron James and more, Rihanna stands out. It should never feel like pressure. And it’s full of the same vivaciousness and energy that the famous singer is known for. “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. Whatever it is that your customers care about, and however they express themselves, meet them where they are. And Fenty was an instant smash hit because they excelled at doing what other beauty brands have been struggling with for years: connecting with real people. According to LOOK Philippines’ General Manager Danilo S. Chiong, they have commissioned Malherbe Paris, one of the famous interior design and branding agency in the world who worked with the likes of Sephora, L’Occitane, and Hera, to come up with the store concept, design, and brand identity. Run by Bryony Gomez-Palacio and Armin Vit in … The style videos Fenty promotes on their website hit those same notes. For Fenty, it’s authentic product videos that almost feel like user-generated content and Twitter memes that connect them with their consumers. Don’t hide them on a webpage nobody visits; use them to underscore your marketing, your website copy, and everything else that comes from your brand, implicitly and explicitly. Her writing and numerous side projects can be found on her. By engaging customers on social and saying loud and clear, “We’re one of you and we understand what’s important to you,” Fenty is affecting how their consumers perceive the consumer-brand relationship. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. Each one was given close-up time, and each was featured on Fenty’s launch materials. “I apply this all day long. “I’m out long days and long nights, working, or attending events, and you don’t have a chance to go back and fix your makeup. Enjoy the added benefits of creating a personal account. They also carefully crafted their social presence to speak to every young consumer, not just people who had big money to spend on a cosmetic product. Alongside the visual identity, London based design and branding consultancy Commission created the complete packaging suite and garment branding for Robyn Rihanna Fenty's awarded fashion house.

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