Fenty Beauty And It’s Successful Digital Strategy

1. Fenty beauty
Fenty Beauty And It’s Successful
Digital Strategy
Elaheh safabakhsh

2. biggest beauty brand
3 lessons we learned along the way
Exclude no one
Rihana try to get every one engage and no one
excluded. Fenty Beauty first launched with 40
beautiful shades of foundation and today we have
50. At the time, there wasn’t a brand that truly
reached everyone from the lightest skin to the
darkest. Many undertones, such as olive ones like
mine, were also underserved in beauty. Inclusion
was more than the number of shades; it was the
well-crafted nuance of each shade in the range that
also served as a proof point. This allowed so many
women to find themselves in the brand and feel
included.

3. Let values inform process
Rihanna wanted her brand
available to women everywhere
around the world at the same
time. This was insanely difficult
from an operational perspective.
The brand went live in 17 countries
on the same day at the same hour
(regardless of time zones) with a
completely omnichannel
marketing strategy. We were also
ready to ship directly to 137
countries

4. Show, don’t tell
Our dream was to create the biggest brand launch in beauty history. What
resulted is a movement that shifted the beauty industry. You really don’t
know it’s happening until it’s happened
The best way to break through with inclusive marketing is to share
authentic stories that are rooted in culture and are emotionally
meaningful to the consumers you serve
Our approach to inclusion marketing has always been about “showing,
not telling.” In fact, we never once used the word “inclusive” in our
messaging. “Inclusive” is how we were defined by the press and
consumers. The marketing, social, and creative team prioritizes and
engages in this conversation on a daily basis with the Fenty Beauty
community

5. Fenty Beauty Instagram Marketing
Instagram has become Rihanna’s competitive advantage; her Instagram page
Fenty Beauty, was launched 1st August 2017, and 3 months later has already
gained 2.1 million followers, a staggering number for the short time frame.
It generated a lot of earned media value, about $45 million for the brand,
from this channel alone
Now this brand Instagram has 9.1 million followers
There are many ways in which Rihanna uses Instagram to her advantage; 1.
the packaging of her products are aesthetically pleasing and
Instagrammable, and up to the official launch date, she posted teasers of
her products, and the posts are accompanied by upbeat music. In the past
few years, memes have become an Internet craze, one particular meme
craze has been to use Rihanna’s facial expressions as a reaction to
something. Rihanna has been clever in tapping into this meme craze herself,
to entertain her audience. Rihanna also uses her personal Instagram, using
her posts to drive consumers to the Fenty page or website. Even in her bio,
she has Fenty Beauty out now, to increase awarenes

6. Youtube Platform
biggest beauty brand launch in
YouTube history
Fenty use YouTube and influencer for marketing
Fenty's YouTube marketing; it is reliant on influencers positive reviews,
and in creating an online reputation
It takes the opportunity to create video content on YouTube, which is one
of its main digital marketing channels. Even better, the YouTube network
is global, 60% of creators views come from outside of their own home
country, plus YouTube is localized in 73 countries, and available in 6
languages. By having a strong YouTube presence, the brand is able to
reach incredible number of audiences as more and more people use this
platform to engage with the brand and see what else it has to offer. The
founder of Fenty Beauty has an enormous footprint on social media, with
25 million subscribers in Rihanna Vevo, 97,000 subscribers on Fenty
Beauty channel. With this amount of social following, Fenty related
YouTube videos have high visibility. As soon as you enter the Fenty
YouTube Channel, an engaging video begins to play, immersing the viewer
into the world of Fenty Beauty