After Fenty launched, their deep shades sold out across the country, and consumers took to social media to share their joy at finding foundations that matched their skin tone. C O N T E N T. Rihanna is known to dabble in non-music related endeavours such as Fenty x Puma and other name brand collaborations. Rather than coming off as unprofessional, this video is a very deliberate choice. Sheridan&Co worked with the brands’ owner, Kendo, to design and deliver the retail identity of Rihanna’s inclusive beauty brand – Fenty – across all UK Harvey Nichols stores. 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. 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. Since their target demographic is young, this media plays well with their consumers. For Fenty, it’s authentic product videos that almost feel like user-generated content and Twitter memes that connect them with their consumers. It should never feel like pressure. 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. They’ve backed up their dedication to that base in their marketing, and they’ve used social media to connect with their customers in unfiltered and organic ways. Making your brand values front and center, as Fenty has done, is a great way to connect with consumers and build a lasting relationship. Superfine, silky paper to blot on the go with a chic mirrored compact. And thanks in large part to that connection, in its first 40 days, Fenty did $100 million in sales. It welcomes customers and shows that anyone can use Fenty’s products, and look good doing so, even if they aren’t on a professional modeling shoot. If consumers are buying according to their morals, make sure they know what your brand values are. DIVERSITY DRIVEN, FENTY BEAUTY WAS LAUNCHED BY MUCH CELEBRATED MUSICIAN RIHANNA TO ENSURE THERE IS A FOUNDATION FOR ALL. Your email address will not be published. WHAT RIHANNA SAYS: 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. The Fenty Beauty brand is celebrated because of its inclusivity, and the simplicity of its packaging certainly opens the door for anyone and everyone to use it in a way that makes them feel beautiful. Makeup, it spoiled me.”, “Foundation is one of those areas in the beauty industry that has a big void for women at extreme ends of the shade spectrum. Fenty found next-level success because it positioned itself from day one as a diverse brand for a diverse customer base. Even on a star-studded list that includes Jay-Z, Drake, Beyoncé, LeBron James and more, Rihanna stands out. A shine-stopping, pore-diffusing primer that smooths the way for better foundation application. On their other social platforms, Fenty speaks the language of their consumers. It would have been too easy to launch with crazy colour and novelty products but creator and founder Rihanna wanted to do things differently – as an innovator but also as someone who had personally experienced the gap in the market for a foundation range that is truly representative of women of all colour. 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. Their website always features multiple models to get across that their products are made for, and look good on, everyone. Gen Z is the most diverse, multicultural generation in history, so they expect brands to develop products that work with their different skin tones and beauty needs, such as Rihanna’s Fenty Beauty. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. 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. “You can use this on any part of your face. The first time she experienced makeup for herself, she never looked back. Universally, translucent blotting powder that absorbs shine and diffuses the look of pores for an instant filtered look. Each duo features a subtle sheen for day and a supercharged shimmer for night. While other brands struggle to be inclusive, Rihanna did it right out of the gate. McKenzie, 26, models for the new Savage X Fenty campaign. WHAT RIHANNA SAYS: 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. Producing 40 shades of foundation in a single line is now the minimum if a beauty brand is serious about serving the needs … 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. Fenty Beauty Before she was BadGalRiRi: music, fashion and beauty icon, Robyn Rihanna Fenty was a little girl in Barbados transfixed by her mother’s lipstick. 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. Fenty has set the tone. The beauty concept store has ongoing promos until Nov. 30. Consumers are looking to buy from brands whose values align with their own, now more than ever before, but few shoppers are going out of their way to read brand manifestos. 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. After recognizing an emptiness in the industry Professional quality brushes that know how to play to your angles and are magnetised for convenience. 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. Fenty did double that revenue in basically a month. Not every brand can take Fenty’s approach to social media, and that’s the point: You have to connect with your customers, reach them where they live, use their humor, tell them the story that they want to hear. Her writing and numerous side projects can be found on her. According to the Fenty Beauty website the creator and founder Rihanna felt that it was essential for women everywhere to be included. Discover it for yourself. What has set Fenty apart is their desire to serve their customer base unabashedly, something they’ve done since first launching. The first new brand LVMH has ever created, the line also solidified Rihanna as the first Black owner and the first female owner within the company. Estée Lauder’s foundation range with 42 shades, for example, is priced at $42; Fenty’s foundation is $35. Fenty was now a major, mainstream brand with those shades—and positioned as a high-end brand at that. Fenty launched with 40 different shades of foundation, encompassing a huge number of skin tones. The company loves to put memes on Twitter and jump onto social trends. That’s the real reason I made this line.”, Smashing the stereotype of a celebrity beauty line by launching a complexion collection that places her firmly in the prestige sector, Rihanna’s first foray into beauty isn’t what you might expect. WHAT RIHANNA SAYS: She’s the beauty fairy godmother we’ve been waiting for. Find a Unique Selling Point Celebrate undervalued corners of your market. Click ‘I accept’ to agree to  Cookie Policy  or ’Manage’ to adjust your preferences. A soft matte foundation with buildable coverage in a forty unique shades. With the release, fellow celebrity owned makeup company, Kylie Cosmetics by Kylie Jenner and full-range supplier Clinique gained a competitor. 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. So, it’s really fun to have Match Stix and a portable brush to just throw in your clutch and go.”, WHAT WE SAY: 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. Foundation in 40 shades, skinsticks in 30 shades, made for you. In turn, this keeps their customers happy—and keeps them coming back to buy more products. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. Fenty Beauty by Rihanna “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. Alongside the visual identity, Commission designed the complete packaging suite and garment branding for Robyn Rihanna Fenty's eponymous fashion house FENTY. Regardless of what she puts her mind to, Rihanna has always seemed to follow her own path. Click to share on Facebook (Opens in new window), Click to share on Twitter (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on Reddit (Opens in new window), Click to email this to a friend (Opens in new window). Sorry, your blog cannot share posts by email. Over the last decade, she has seamlessly transitioned her … Dec 3, 2019 - New Logo, Identity, and Packaging for FENTY by Commission The Fenty Beauty logo comes in two forms — a monogram and a wordmark. Browse Fenty Beauty “One of the things I really love about it is the colour. More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Then I Met You is forging connections Korean brand Then I Met You is owned by Soko Glam founder Charlotte Cho, who intends to keep the brands distinct so they develop seperately. Create content that speaks to your consumers. The pop star's fans were already excited about her beauty brand … Orlic’s article talks about authenticity stemming from ‘genuinely trying to help your audience’. Enjoy the added benefits of creating a personal account. Fenty Beauty by Rihanna was created with promise of inclusion for all women. From talking about education in Paris, to partying in New York, to starting her own makeup line, she has never been easily defined by societal norms or expectations. 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, … Market your values loud and clear. The line debuted September 8th, 2017 and is avail-able at Sephora and Harvey Nichols. So the most important part of this packaging is the mirror – you can just look right in the mirror and get that grease off in a hurry.”, WHAT WE SAY: Click the heart to save your favourite pieces to your wishlist. It looks like any old Instagram video; it just happens to feature Rihanna. With more than 90 products released in 17 countries, Fenty Beauty has established itself as the new “It” girl of beauty brands. “I apply this all day long. “The Maze logo includes every letter of the brand name. Fenty Beauty is a cosmetic brand founded by Rihanna. Fenty Beauty. As a result, the company was able to offer a greater number of choices in darker and lighter shades of makeup than most other major companies. 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 wanted everyone to feel included. Credit: Courtesy of Savage x Fenty Rihanna has focused on Savage X Fenty's inclusive appeal since launching the lingerie brand, a … And ever since then, ever since I saw foundation on my skin—I could never look at my skin without foundation again. Estée Lauder’s foundation range with 42 shades, for example, is priced at $42; Fenty’s foundation is $35. It features Rihanna applying the product, but it isn’t anything like a polished campaign video you might expect to see from a major celebrity with one of the hottest companies in the cosmetics industry. Makeup is there for you to play. An explosive shine that feels as good as it looks in one universal rose nude shade. Outside of thinking about all-things eCommerce, Lauren is an avid sports player and fan. Fenty was now a major, mainstream brand with those shades—and positioned as a high-end brand at that. For consumers today, especially young consumers, diversity is a key value they want to see in marketing materials—and they’re willing to spend on a brand that reflects their values. 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. This smart positioning helped Fenty’s sales skyrocket. Describing the inspiration behind the design of an entirely new wordmark for the brand, McFarline said, “The new wordmark was drawn from scratch. It meets customers where they are because it feels more like user-generated content than branded content. WHAT RIHANNA SAYS: For instance, Drew Barrymore’s Flower Beauty, which rolled out in Walmarts eight years ago and was picked up at Ulta in 2018, and is reportedly generating $50 million in revenue per year after nearly a decade of sales. For Rihanna, beauty is an energy, it’s the ever-changing way we carry ourselves. Her mantra is ‘radiance reimagined’ and she intends to achieve it with the release of forty boundary-breaking shades of foundation, a selection of glowing highlighters, luminous primers, shimmering makeup sticks and the sexiest blotting powder and paper yet. Your email address will not be published. I hate being greasy or getting caught oily in pictures—we all hate that—and this is the cure.”, WHAT WE SAY: Actor and activist Amandla Stenberg has been chosen by Rihanna herself to join the #fentyfamily as the new “Fenty Face”. Designed campaign assets for the launch of Rihanna’s first-ever beauty brand, FENTY BEAUTY. Fenty is targeting people who live and breathe online and want to feel as though brands align with their values and lifestyles. Required fields are marked *. Magnetised makeup sticks to either conceal, correct and contour or highlight, blush and enhance. Post was not sent - check your email addresses! Meanwhile the cosmetic brand “Fenty Beauty” was created with a vision. “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. When Fenty launched, they weren’t the only company to offer more than 40 shades of foundation and highlighter—but they were one of the first major cosmetics companies to stake out diversity as a central value for their brand in the product offerings and marketing. Rihanna pauses and makes sure the camera is recording at the beginning of the video. I was 15, about to be 16, just before I got signed. 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. (They’re also willing to boycott a brand if it doesn’t.) 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 … I like to use it on my body as well because it's such a high shine. Intrigued? With countless and unexpected ways to shine bright, there is no doubt that Rihanna is once again redefining the rules. How does a new company stand out in an extremely competitive $532 billion market? The best way to get your core brand values across is to market them, and that’s exactly what Fenty has done since their 2017 launch. Newer companies including Milk Makeup and Rihanna's Fenty Beauty are founded on a principle of greater diversity. 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. Notify me of follow-up comments by email. 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. It should never feel like a uniform. “I can’t stand it when you buy a portable brush, and it’s like the flimsiest thing you’ve ever felt. Fenty Beauty has just acquired its first-ever brand ambassador. It’s the power to light up a room or heat things up. LVHM also owns Sephora, which is most notable here because its stores have stocked Fenty from launch. It’s truly addictive. Rihanna dove into the makeup industry with the release of her makeup brand Fenty Beauty Sept. 7. 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. A perfect example of this is an Instagram video promoting Fenty’s Body Lava launch in March 2018. “Every red carpet you see me on, Invisimatte is in my clutch. Their debut commercial showed 12 women of different ethnicities and skin tones. 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. These marketing images are a nonverbal way for Fenty to reiterate its commitment to diversity; they don’t just talk about serving people of all skin tones, they put images of them front and center. But while Fenty is priced as a luxury brand, they still aren’t as costly as many of the other brands selling a large number of shades. Each one was given close-up time, and each was featured on Fenty’s launch materials. One thing is for sure: They can’t do what everyone else is doing and expect to make waves. Now, obviously some Fenty’s success has to be attributed to the power and popularity of Rihanna as well as the brand’s parent company, luxury goods conglomerate LVMH (which owns Louis Vuitton, Fendi, Christian Dior, Moët & Chandon, and many, many others). “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. Follow our journey See the end result What makes ‘The Maze’ unique is how it manages to be modern and familiar at the same time” The style videos Fenty promotes on their website hit those same notes. Rihanna single-handedly stopped the world and changed the game when she launched Fenty Beauty in September 2018.. But don’t just quietly add in a product or service—celebrate the people you are serving, and make them feel welcomed by your brand. WHAT RIHANNA SAYS: It’s about emanating what’s inside and using makeup as a tool to celebrate difference. Rihanna debuted Fenty Beauty in 2017.

fenty beauty brand identity

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