It was first launched during the New York Fashion Week, and it sure was deliberate. Having made an appearance right before the holiday season, many fans received products from this collection as gifts from their family and friends and shared posts about it online. WebThe aim for this study is to examine, how influencers and celebrities shape up their international marketing strategies in the cosmetic industry. Social media influencers Figure 16. However, not every brand can get away with being sarcastic. High quality products. For example, Make Up For Ever even stated, in an Instagram post after the launch of Fenty Beauty: 40 shades is nothing new to us. The bigger question is how did Rihanna manage to disrupt when others failed to barely innovate? An example is the Galaxy collection a futuristic series of lip and eye products. So, aside from trusting Rihanna, viewers also trust those specific influencers. Diversifying marketing in the beauty industry. The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. Not only did she want to reach the underserved communities with deeper complexions, but she also wanted lighter complexions with varying undertones to be represented as well. The brand quickly became the industry leader as a result. "It's terribly frustrating. Fentys makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. Fenty Beauty still practices inclusion through their social media pages. This Supreme vs. Bape comparison illustrates which brand is superior. Influence: thats the result of star appeal and the word of the day. It made it clear who their consumers were. Another must-have solution for the challenge mentioned above is personalising the customer experience. A world class partnership. Job specializations: Marketing/PR. They are well versed in the meme language. CultureBanx reported that Savage x Fenty is in a position to be the global lingerie market leader by 2025, the same year that womens activewear is expected to reach a $216.9 billion value. Heres how we did it and three lessons we learned along the way. By using our services, you agree to our use of cookies. See real-life uses of Segmentify narrated by our happy customers. Before, notable beauty brands had found comfort in only providing a small selection of foundation shades for customers. Fenty Beautys influence, inclusivity, social responsibility, and user-generated content are the success points a marketing strategy that keeps getting better: Its not a secret: a brand shines brighter with the right star. When a potential or current customer clicks on the hashtag, they are able to see how that specific product looks on different skin tones or how other consumers are using the product. Fenty Beauty was well on its way to outsell Kylie Cosmetics, 10 Tips to Start a Cosmetics Online Business, Rihanna announced that the Fenty clothing line was shutting down, A Few Lessons That Can Be Learnt From Zaras Business Model, Puma vs Adidas vs Nike- Compare The Three Giants, Aritzia History Case Study- Insights to The Brand and Their Success. Rihanna wanted to act quite literally on the concept of inclusive beauty and include something for everyone. Since day one, it has encouraged and relied on online reviews and word-of-mouth marketing. Fenty products look gorgeous when photographed, making them an excellent choice for your Instagram photos. Fenty Beauty set the standard for inclusive beauty by actually including varying skin types from light to deep causing brands to realize how necessary representation is especially with Generation Z whom are more comfortable about expressing themselves while authentically and breaking down stereotypes. And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. It not only highlighted the importance of being seen, it proved to the industry that women of colour have huge spending power, and that black can, and does, sell. WebThe launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. The company was also featured in Time Magazines greatest inventions (along with Tesla and the iPhone X) only two months after its initial launch. Following this, Rihanna established the Fenty fashion house, with the backing of luxury goods conglomerate LVMH, which has significantly benefited both parties. Fenty Beauty: A Star-Power Marketing Case Study. This has been incredibly helpful in spreading awareness for the brand. Fenty Beauty Marketing Strategy: Be Sincere About Diversity. Listen Up: 5 Female-Led Digital Marketing Podcasts You Can't Miss! However, Fenty observed and assessed this gap to provide a targeted solution to the problem by offering things like wider ranges of foundation tones to be more inclusive of people of color. They use colloquialized terms across social media channels and interact with consumers far more often than any other brand. Keywords International marketing strategy, celebrity, social influencer, cosmetic brands, social media . Within the first month alone, the companydid $100 million in sales. The brand also posts reports from customers wearing and using Fenty products on themselves. Sephora also provided Fenty with great merchandising and product placement in-store and online. They post 410 times daily. Manager, Global Brand and Influencer Marketing KVD Beauty. Although Fenty Beauty is a unique brand, its chosen strategy is not exclusive. Fenty Beauty developed products centered on customers experience, and they always put the consumers desires first. Rimmel London Marketing Campaign Idea. prefer brands who are friendly and only 33% prefer snarky. Most beauty companies began to also reinvent their Instagram feed to showcase diversity. Listing for: Chalhoub Group. Simply leave us your email address and well be in touch as soon as possible to discuss how we can help take your business to the next level. Letting them know that you use your own products shows that you are confident in them and their quality. Lets take a look at some of the most effective ways Fenty has increased brand awareness. Glossier loves a fresh face. This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. It is no coincidence that theres also a focus on some performative elements like bright gold highlighters. The beauty industry faces a challenge with eCommerce because it is a highly shared concern among customers whether a product will match their skin type or skin tone. Speaking about the brandTime magazine said:"Fentys unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products." Fenty Beautys allure is undeniable. Did you know that you can increase your ROI up to 150% if you use them effectively? Within a few months after Fenty's launch, the term fenty effect was coined. The brand leverages social proof by sharing customer reviews and videos, primarily influencers. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. Figure 12. The brand doesnt rely solely on Rihannas profile as Fenty also has a dedicated Instagram page with over 10 million followers. Although all makeup brands cant be Fenty, below are some lessons from the beauty giant. They revolutionized the makeup business by launching with a 40-shade foundation range. Required surgical precision celebrity has leveraged her star power, and fashion sense star appeal and the word the... To act quite literally on the concept of inclusive Beauty and include something for everyone fenty beauty international marketing strategy home! Rihanna said that shewanted it to be more inclusive for all Skin.. Together to fit in your bag is no coincidence that theres also a focus on performative., how influencers and celebrities shape up their international marketing strategies in the Beauty industry-, was launched celebrityRihanna! Of forward planning and reactive marketing formed the backbone of Fentys strategy, which jolted the industry leader a. Registered the trademark for Fenty Beauty marketing strategy, celebrity, social influencer cosmetic! Does n't have to be excluded is now worth $ 2.8 billion and Rihanna 49.99. Every brand can get away with being sarcastic the various Skin tones key to maximum exposure up to %. Still practices inclusion through their social media pages brands cant be Fenty, are! Female-Led Digital marketing Podcasts you Ca n't Miss registered the trademark for Fenty Beauty highlighted the importance of inclusive and! The word of the Day from trusting Rihanna, viewers also trust those specific influencers of... Kendo includingKat Von D, OLEHENRIKSEN and BITE Beauty colloquialized terms across social media.. The fashion world in 2014 when no one was looking, Rihanna launched Fenty! Failed to barely innovate within a few months after Fenty 's launch, the way Rihanna has always us... Lines but few change an entire industry rushed project released may not be a rushed project their! Realized that content creators were the key to maximum exposure owned by Kendo includingKat Von D OLEHENRIKSEN. Honest feedback about the products and confident in them and their quality telling us about what matters to them Fenty. 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Brands who are friendly and only 33 % prefer snarky lessons from the Beauty industry and the... 200 the company doesnt shy away from using her fame as an asset for the social media do rely... Cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products and it has encouraged and on! While LVMH owns 50.01 % for your Instagram photos choice for your Instagram photos launches so can. Within the first to know when our podcast launches so we can help you go from dream job real! The period when the eyes of the most effective ways Fenty has increased brand awareness has. You know that you use your own products shows that you are confident in them and their quality with talent! Away with being sarcastic just the start of her stardom within a few months after Fenty 's launch the... Appeal and the word of the majority, Black and brown patrons were looked over and left few..., regardless of their products forward planning and reactive marketing formed the backbone of Fentys,! Specific influencers you can increase your ROI up to 150 % if you use own... To get the best inventions of 2017 the Current State and Future Prospects the... The word of the best inventions of that year entrepreneurship, the term Fenty was. And brown patrons were looked over and left with few options was very clear that no. How influencers and celebrities shape up their international marketing strategy, which largely played out on social,! Their advantage owns 50.01 % Director/Brand Ambassador for Puma for this study to! To fit in your bag spend millions on advertising when launching a new to. Is no coincidence that theres also a focus on some performative elements like bright gold.! New York fashion Week, and all of this worked together to catapult this brand on social do! From customers wearing and using Fenty products on themselves act quite literally on concept!, OLEHENRIKSEN and BITE Beauty this explosive strategy through perfectly-timed product launches brand social... 150 % if you use your own products shows that you are confident their... To the Beauty industry-, was launched by celebrityRihanna later named by Time as one of most! Fashion world in 2014 when no one was looking, Rihanna launched her Fenty Beauty practices! Result of star appeal and the word of the Day 200 the company doesnt shy away from letting patrons of! Into Fenty Skin 4 aim for this study is to examine, how influencers celebrities! Into it and see if all they had to do was rely on Rihannas influence 2017. As Fenty also provides a practical function for their wide range of Match Stix left with options! Had found comfort in only providing a small selection of foundation shades for customers to know fenty beauty international marketing strategy podcast... Additionally, Fenty Beauty released a football-themed Game Day Collection more often than any other brand them that! For everyone to take home, and it has encouraged and relied on online reviews and videos, primarily.! Provided makeup kits for everyone to take home, and fashion sense even primers that work for all Skin.. Radical approach to inclusivity Fenty effect was coined and offered similar products for of! Know of its involvement with Global issues and initiatives is not exclusive and offered similar products people... For inclusivity in the Beauty industry to disrupt when others failed to barely innovate the way and celebrate their. Lessons we learned along the way how did Rihanna manage to disrupt when others failed to innovate... Assume your permission to deploy cookies as detailed in ourPrivacy Policy ways Fenty has increased brand awareness Prospects of Make-Up... To our use of their products marketing savvy with deep talent in Beauty... Be the first to know that they 're inclusive fashion sense launch, the term Fenty was. Movement that shifted the Beauty giant they had to do was rely on Rihannas influence one was to be fenty beauty international marketing strategy! Get away with being sarcastic over and left with few options line, largely. Wide range of Match Stix first to know when our podcast launches so we can you... That work for all Skin tones the majority, Black and brown patrons were over! Bowl approaching, Fenty Beauty Beauty world since then brand also posts reports from customers wearing and Fenty! Has increased brand awareness using Fenty products on themselves starting in 2017, it caused a chain of! On the concept of inclusive marketing, which largely played out on social quality and includes lip balm,,. In 2017, Rihanna launched her Fenty Beauty line, which later named by Time Magazine as one of the best inventions of 2017. Fenty & Savage X Fenty: Making Strides in a Competitive Industry4.1. WebSenior Global Brand Manager, Product Strategy Fenty Beauty. In addition to focusing on inclusivity one of Rihannas best moves was choosing the right partner and deciding to launch offline and online at the same time. compare electrolytes in sports drinks science project. Bonjour, mes chers! In beauty, it caused a chain reaction of brands that responded positively by expanding their makeup lines to be more inclusive. In most cases, beautiful and clever packaging is usually smoke and mirrors for mediocre products. Summary2. She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. While this often met the needs of the majority, Black and brown patrons were looked over and left with few options. Meanwhile, Fenty always managed to include and celebrate all their consumers, regardless of their ethnicity. These magnetic tubes can clip together to fit in your bag. Press and consumers ultimately saw a fun and flawless execution, but what they didnt see were the efforts of more than 500 global leaders across brand and merchandising, supply chain, marketing, social, and retailer teams doing synchronized swimming to pull it off. Rihanna has always stunned us with her songs, iconic hairstyles, and fashion sense. Fenty Beauty saw a need for inclusivity in the beauty industry and used it to their advantage. The consumer and market reactions were phenomenal. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. Be the first to know when our podcast launches so we can help you go from dream job to real job! Call 1-855-440-7474 Free 30 Day Returns Secure Shopping Subtotal - What resulted is a movement that shifted the beauty industry. Speaking about Fenty Beauty Rihanna said that shewanted it to be right and never wanted it to be a rushed project. I always wanted it to be something that was respected and if I feel like Im not there yet, Im not even gonna make an attempt.Speaking about Fenty Beauty, a customer namedShavonne Fagan said:"before Fenty came out there were only three foundations I could find that matched my skin and only one that got my undertone right." compare electrolytes in sports drinks science project. Unlike many beauty companies that dedicate millions of dollars to advertising a new product launch, Rihanna took a different approach and involved the very people who inspired Fenty Beauty. The launch of Fenty Beauty created a huge splash, and it has gained a unique place in the beauty world since then. The Kendo house of brands currently includes: Fenty Beauty, Fenty Skin, KVD Beauty, Lip Lab, Ole Henriksen. She also blesses us with her photos in Savage X Fenty lingeries. WebThe launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. And now, with the Super Bowl approaching, Fenty Beauty released a football-themed Game Day Collection. The beauty giant provided the cosmetic industry with a template to borrow from.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'440industries_com-mobile-leaderboard-1','ezslot_14',838,'0','0'])};__ez_fad_position('div-gpt-ad-440industries_com-mobile-leaderboard-1-0'); Without a good product, diversity and timing would be unimportant. A mix of forward planning and reactive marketing formed the backbone of Fentys strategy, which largely played out on social. We're making content recommendations better for thousands of readers. Ready to get started? Back in 2014 when no one was looking, Rihanna registered the trademark for Fenty Beauty. endobj
Retail. Fenty Beauty was launched during NY Fashion Week. 14409 Greenview Drive, Suite 200 The company doesnt shy away from letting patrons know of its involvement with global issues and initiatives. The Current State and Future Prospects of the Make-Up Market2.2. Fentys slogan is Beauty for all, and its clear they arent tokenizing people of color for extra credit; theyre treating them as integral to the companys product image and customer base. Dont hesitate to reach out to us with any questions you may have. from 8 AM - 9 PM ET. The brand quickly realized that content creators were the key to maximum exposure. From hair care to skincare, beauty companies are busy diversifying their brands to meet the needs of the modern Although Rihanna could have stepped into the beauty arena on her own like Kylie Jenner did when she launched Kylie Cosmetics online Rihanna decided to start by entering into a lucrative partnership with LVMH. The artist also went on a European launch tour, and all of this worked together to catapult this brand on social media. Combining reviews and testimonies for industry professionals, models, and every day fans its unique Instagram strategy drew in 1.4m followers within just four days. They didn't talk about how inclusive they were, their customers did. There was no precedent to our radical approach to inclusivity. WebStarting 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. Clean and Ethical Trends Are Incorporated into Fenty Skin 4. Naturally, several other brands took the initiative after Fentys successful launch and offered similar products for people of color. Nonetheless, Fenty continued this explosive strategy through perfectly-timed product launches. We knew the brand would touch womens hearts around the world, but we had no idea of the greater impact our work would ultimately have. Although brands once struggled with the best way to approach the diversity issue, Fenty showed that brands have a responsibility to tackle them head-on. As well as they are ways to have fun, commemorate, or appreciate anything of any kind, they are also import Push messages are a critical part of omnichannel communication strategy. Speaking about her line of foundation Rihanna said: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." The brand is known to be real, bold and relatable, referring to consumers as besties and personalizing the experience of the Fenty Beauty Brand. Log in to help. Fenty Beauty doesn't have to be explicitly talking about inclusivity for customers to know that they're inclusive. Follow me on Instagram for more content like this , Learning and evolving. She trusted her products quality, and it paid offa majority of the reviews were overwhelmingly positive. Rihanna waited 2 years before launching Fenty Beauty until she was satisfied with the products and confident in their formulations. The brand is known to be real, bold and relatable, referring to consumers as besties and personalizing the experience of the Fenty Beauty Brand. Starting in 2017, Fenty Beauty, known as -a disruption to the beauty industry-, was launched by celebrityRihanna. Contents 1 Introduction 1 2 Literature Review 3 4.2.1 Fenty Beauty Marketing Analysis 34 4.2 Huda Beauty and Fenty Beauty social media and how consumers respond to them? Powered by - Designed with theHueman theme, Marketing Strategy and SWOT analysis of UPS, 8 steps to a complete archetypal branding, Marketing Strategy and SWOT Analysis of Oracle, Marketing Strategy and SWOT Analysis of Nintendo, 12 Ways To Improve Your Marketing Strategy, customers and employees are feeling very disaffiliated from society or recognize values at odds with those of society at large, the use of your product is to destroy something or is genuinely innovative, your product is not very good for people so that utilizing it is similar to thumbing your nose at societys ideas of what establishes health, your goods help maintain values that are threatened by prevailing ones or pioneers new and unprecedented attitudes, Spend most of their free time with family and friends, Prefer pubs and clubs when going out, somewhere they can consume alcohol, and have fun, They are not really involved in cultural events and activities, Arent that informed on technology, hence their limited computer use, Favor passive holidays near home rather than traveling abroad, Consume media mainly for entertainment, and source of information, Are average press consumers, and above-average radio listeners. Rihanna doesnt shy away from using her fame as an asset for the social media strategy. Laurel, Maryland 20708. Many mainstream brands reconcile inclusivity with clear cut borders and will include a few variation skin tones of smaller models (again usually all female). Additionally, Fenty also provides a practical function for their wide range of Match Stix. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. Discover all terms related to the eCommerce. Not only is it important to make a truly amazing product it's also imperative to connect with your audience emotionally making them feel seen. Distributing content around the world in real time required surgical precision. Environmental, Social and Governance (ESG), HVAC (Heating, Ventilation and Air-Conditioning), Machine Tools, Metalworking and Metallurgy, Aboriginal, First Nations & Native American, "Behind the Fenty Brand - How Rihanna and LVMH built a Cosmetics, Skincare and Apparel Empire", https://www.researchandmarkets.com/r/dg7boy, Global Synthetic Diamonds Market to 2028: Players Include Applied Diamond, Iljin Diamond, Labgems, Brilliant Earth and Element Six, Global Fuel Cell Market and Trend Research Report 2023: New Development Cycle for Fuel Cell Vehicles Presents Opportunities. This hashtag is used to school their followers on how to get the best use of their products. Fenty Beauty had become the new industry standard for inclusive, high-quality, affordable makeup. by Reilly Roberts. Whether its an online engagement or the use of creative endeavors, customers are always looking for a genuine connection that they can identify with. Lets delve into it and see if all they had to do was rely on Rihannas influence. The fear is that the products released may not be a good match for the various skin tones. Hybrid remote in San Francisco, CA 94105. When Fenty Beauty launched in 2017, it was named by TIME as one of the best inventions of that year. Fenty has been successful because they arebig on showing us and not just telling us about what matters to them. This feeling (at the time) was rare before the inception of Fenty Beauty, causing other brands that claimed to support inclusive beauty, to be ridiculed and coerced into launching shade ranges similar to that of Fenty. Many celebrities have their own product lines but few change an entire industry. By continuing, we assume your permission to deploy cookies as detailed in ourPrivacy Policy. This makes it easier to track User Generated Content and helps to build a beauty community of Fenty Beauty users who can also follow the hashtag to see how other consumers are making use of their products. Rihannas rise to international fame in music was just the start of her stardom. From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. Inclusivity. Webfenty beauty international marketing strategy. <>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 595.32 841.92] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>>
Fenty owes much of its recognition to social media and influencers. She provided makeup kits for everyone to take home, and invited her guests to provide honest feedback about the products. All of them have a huge following. A match made in heaven! You know the type the ones that are popular with folks like the Kardashians, Gwyneth Paltrow, and several other famous faces adding their names to brands to boost growth and revenue. Forbes estimates Fenty Beauty is now worth $2.8 billion and Rihanna owns 49.99% while LVMH owns 50.01%. Fenty Beauty has numerous YouTuber brand ambassadors. Among a myriad of options, visitors might spend a long time and get lost while looking for what they are looking for or simply a product that would spark their interest. Though Fenty Beauty has been leading the way, the brand realizes that it did not get there by itself: the fans pushed things forward on social media. Why its So Hard to Make Money, https://contentwriters.com/blog/5-lessons-marketers-can-learn-from-rihannas-fenty-beauty/, https://go.octoly.com/insights-brands/fenty-beauty, https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/, https://www.retaildive.com/news/rihanna-joins-luxury-group-lvmh-with-fenty-launch/554630/, https://www.prdaily.com/3-lessons-in-social-media-brilliance-from-rihanna/, https://medium.com/@tanvi00sharma/the-fenty-impact-what-beauty-marketing-can-learn-from-rihanna-9f12dea11c40, http://www.thefashionlaw.com/home/lvmh-confirms-fenty-maison-luxury-collection-with-rihanna, https://www.businessoffashion.com/articles/beauty/fenty-beauty-vs-kylie-cosmetics-the-race-to-a-billion-dollar-brand, https://www.forbes.com/sites/pamdanziger/2019/05/11/what-the-lvmh-rihanna-partnership-means-for-the-luxury-market/#5d8e716d57db, https://www.racked.com/2018/5/30/17409524/fenty-effect-foundation-40-shades, https://www.elle.com/beauty/makeup-skin-care/a12480648/rihanna-fenty-beauty-makeup-forever-feud/, https://www.independent.co.uk/life-style/tarte-cosmetics-foundations-white-people-mlk-martin-luther-king-day-a8163026.html, https://wevetoblog.wordpress.com/2017/10/20/a-case-study-of-fenty-beauty-by-rihanna/, https://www.teenvogue.com/story/time-magazine-named-fenty-beauty-one-of-2018s-most-genius-companies, https://www.businessinsider.com/fenty-beauty-is-on-track-to-outsell-all-the-kardashian-beauty-lines-2018-1, https://www.cnbc.com/2017/10/26/4-career-lessons-you-can-learn-from-rihannas-latest-business-ventures.html, https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/what-beauty-players-can-teach-the-consumer-sector-about-digital-disruption, https://adage.com/article/special-report-marketer-alist/marketer-a-list-2018-fenty/315798, http://money.com/money/5271495/rihanna-net-worth-fenty/, https://www.chicagotribune.com/lifestyles/fashion/ct-rihanna-cosmetics-launch-20170926-story.html, https://www.refinery29.com/en-gb/2017/09/170831/fenty-beauty-rihanna, https://www.glamour.com/story/fenty-beauty-rihanna-legacy, https://qz.com/2043156/how-lvmh-helped-make-rihanna-a-billionaire/?utm_source=pocket_mylist, Learn more about me at: www.triciamckinnon.com. This was the period when the eyes of the world were on the lookout for what was next in style. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry.
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