While many celebrities launch their own product lines, very few transform a whole sector. Making the argument for diversity, Fenty Beauty prevailed. While it would be easy to attribute Fenty Beauty’s success to Rihanna’s star power or her emphasis on diversity, the brand’s strategy included other elements that also played a part in the company’s ability to upend the beauty sector. How does a 500 million euro beauty brand make revenues in its first year of operation? Simply ask Rihanna. In the event that Rihanna does not respond to your message, here are three things that she did differently to keep her fans coming back.
1. A premier collaboration.
You might be surprised to learn that LVMH’s Kendo Beauty division and Fenty Beauty worked together to produce Fenty Beauty. LVMH founded Kendo in 2008 as an incubator to develop products for sale at Sephora, which is owned by LVMH. LVMH has found success with this approach, as seen by the other well-known brands that Kendo owns, such as Bite Beauty and Kat Von D. Rihanna was able to combine her skill in the beauty sector with her marketing acumen after landing this highly sought-after relationship. Furthermore, by working with Sephora, one of the biggest cosmetic shops in the world, LVMH provided Fenty Cosmetic with distribution around the globe that was difficult to match.
While Rihanna has the option to enter the cosmetics industry independently, as Kylie Jenner did when she introduced Kylie Cosmetics to the internet, As a first step, Rihanna made the decision to join forces with LVMH in a profitable venture. There are numerous advantages to working with LVMH. To make important decisions, such as which product lines to launch first, one of them is having access to all of the sales data from LVMH beauty brands, including the beauty powerhouse Sephora. Excellent product placement and in-store merchandising were also given to Fenty by Sephora.
Collaborating with LVMH additionally provided Fenty Beauty with the framework required to swiftly establish a worldwide brand launch. In 2017, Fenty Beauty debuted simultaneously in 17 countries and 1,620 stores (exclusive to Harvey Nichols in the UK and Sephora in the US). This was a very unusual step that probably would have been more challenging or impossible to carry out in the absence of the LVMH relationship. The Fenty Beauty launch was dubbed “the first-ever global beauty launch in history” by LVMH.
2. Fenty beauty broadcasting
Time magazine called Fenty Beauty the Best Invention of 2017. “Fenty’s unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products,” Time magazine remarked in reference to the firm. As most people are aware, Fenty Beauty initially offered 40 foundation shades. However, Fenty Beauty wasn’t the first company to provide more than 40 foundation tones. For instance, Make Up For Ever even said, “40 shades is nothing new to us,” in an Instagram post following the debut of Fenty Beauty. The most important query is: How did Rihanna succeed in disrupting an industry when others could hardly innovate?
Other cosmetic companies that offered a wide variety of hues did not base their business strategy on positioning themselves as a brand that serves everyone. Rihanna has always wished to help everyone. Not just customers with darker skin tones, but everyone. “There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between,” Rihanna stated, referring to her foundation range. One significant distinction is the way Rihanna promoted Fenty Beauty, which Time magazine identified as one of the creative forces behind the brand’s success. Models from a variety of ethnic backgrounds are used by Fenty Beauty, helping the brand establish itself as “the new generation of beauty.
3. High quality products
To put it plainly, Fenty Beauty outperformed its rivals in terms of product quality. When no one was looking, Rihanna registered the Fenty Beauty trademark back in 2014. After that, Rihanna took more than two years to develop the ideal formulas for before the product was released. Rihanna stated that she “wanted it to be right” and “never wanted it to be a rushed project” while discussing Fenty Beauty. “I’m not even going to make an attempt if I feel like I’m not there yet. I always wanted it to be something that was respected.” “Before Fenty came out, there were only three foundations I could find that matched my skin and only one that got my undertone right,” remarked Shavonne Fagan, a consumer, in reference to Fenty Beauty.
According to Forbes, Fenty Beauty is currently valued at a conservative $2.8 billion, in which LVMH owns 50.01 percent and Rihanna 49.99%.
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