Brand Strategy
Brand: Fenty Beauty by Rihanna
Fenty Beauty was founded in 2017 by famous singer, Rihanna. The cosmetic brand is well-known for its wide range of shades and colors.
Fenty’s Main Message
Fenty Beauty’s motto is “beauty for all.” Likewise, their unique message is that they’re a makeup brand anyone and everyone can use. Their 40+ foundation shade range, contour shade range, and multiple different types of products include all races and genders.
Brand Personality
in five adjectives
Empowering
Confident
Sexy
Unifying
Motivational
Target Audience
Demographics
Age: 18-35
Income: middle to upper-middle class
Race: all races
Gender: all genders
Psychographics
Interests:
Cosmetics, beauty, fashion, pop culture.
Trouble finding the right foundation or contour shade.
Actively looking for a trusted makeup brand.
Potential loyal customers.
Strengths
Strong brand presence.
One of the top celebrity brands.
The founder is a beloved celebrity but also has high-quality products.
High prices for a few consumers.
Similar to competitors with the same makeup products.
Has to compete with other celebrity brands.
Weaknesses
Opportunities
Can expand internationally especially through social media and online stores.
Collaboration with celebrities and influencers.
Can launch unique products that emphasize diversity (in colors, shades, etc.).
Other celebrity brands:
Kylie Cosmetics (Kylie Jenner)
Rare Beauty (Selena Gomez)
KKW Beauty (Kim Kardashian)
Other high-quality cosmetic brands.
L’Oréal
Huda Beauty
Tarte Cosmetics
Threats
So, how do we strengthen their brand presence?
Advertising Objectives
Gain more loyal customers.
Deliver Fenty Beauty’s motto to build a distinct brand image and increase brand awareness.
Make everyone feel they are welcome to use high-quality products that feel personally tailored to them.
Addition to Brand Message
To emphasize Fenty Beauty’s main message, they should deliver another message to defy societal makeup stereotypes. Instead of using makeup to hide insecurities, Fenty Beauty products enhance one’s features. Instead of makeup as a layer to hide under, it’s a layer to express creativity and confidence.
The manifesto.
A strong manifesto can establish a distinct brand personality. It’s the perfect summary of what they stand for. So, I came up with a potential manifesto on the left.
The social media campaign
Fenty Beauty will start an Instagram and Twitter hashtag, #creativewithfenty, where users share their unique eyeliner looks with Fenty’s new color liquid eyeliners this spring. The top five winners will get a Fenty Beauty $300 makeup gift box. Through this social media campaign, our goals are to raise brand awareness, sales, and gain loyal brand consumers.
How would this campaign be effective?
This social media campaign targets all advertising objectives. The giveaway motivates users to participate and allows them to get creative with makeup. Instead of sharing their “beauty,” they’re sharing their makeup talents. A campaign praising one’s actions and not looks pairs perfectly with Fenty Beauty’s message.
Users will most likely feel empowered partaking in an inspiring campaign.