Here Is What You Need to Know About Writing A Top Notch Newsletter. And I also put our studied content in this term for helping and the sample paper. Loreal Paris utilised bloggers, celebrities and social media influencers in their True Match marketing campaign. Being part of the Fenty family online gives the brand significant advantage as it creates compelling online content. The medium to high priced strategy of Fenty Beauty still appeal to customers with rare skin conditions. Viewers on YouTube are taken behind the scenes of the brand. The cruelty-free, vegan line of products burst into the beauty scene with immense popularity, and was sold out of partnering stores Sephora and Harvey Nichols, as well as the brand’s official website, within hours. Fenty, by comparison, used the strategy of marketing itself as a cosmetics label filling the needs of most everyone from the outset. Browse our foundation line, lip colors, and so much more. Not only did Fenty preach for inclusivity through their product line, but they practiced it in their advertising and social media engagement — especially visible in their Twitter and Instagram growth strategies. It generated a lot of earned media value, about $45 million for the brand, from this channel alone. What with pressures for businesses, especially those in fashion and beauty industries to represent women of all shapes and shades, Rihanna has hit the nail on the head. “I never could have anticipated the emotional connection that women are having with the products and the brand as a whole,” Rihanna told Time, “Some are finding their shade of foundation for the first time, getting emotional at the counter. Les équipes en charge du marketing, des réseaux sociaux et de la création ont donné la priorité à ce débat et ont conversé chaque jour sur ce sujet avec la communauté Fenty Beauty. ALL of your customers. The expression of oneself by writing website reviews, liking and sharing comments empowers consumers with more information creating networking power through social community. Even Rihanna said that she has 100% involvement in the process, and was allowed to be part of the creative brain behind the brand formulas. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. Word of mouth marketing online has impacted the way in which we purchase beauty products; a more appropriate model for online retail consists of the consumer decision journey as a circular cycle consisting of consideration, evaluation, closure and post purchase. Consumers want brands and businesses to solve their problems. This means that young consumers are more likely to write positive reviews online. The numbers don’t lie. They have efficiently understood our key objectives and helped to develop an effective marketing strategy.". The use of bold text shows the name and rating of the product, which reduces information overload. It is reported that 34% of Millennials favour brands with a social media presence, and around 40% of Millennials communicate about brands using social media. Cruelty free and animal friendly WEAKNESSES 1. 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. The Fenty website uses a pop out menu situated at the top of the page; this offers a more glamorous approach, inviting the customer to delve in deep. Our Industry is cosmetics and my company is Fenty Beauty( Found by Rihanna)There are some details which we have to write in the strategy paper. The results exceeded all of our expectations. This is seen as a more accurate model because it includes repeat purchases; the flexibility of online retail purchasing and consumer loyalty. Called a “Wake-Up Call For The Retail Industry” by Ad Age, Here are 3 Things Brands engaged in Beauty Marketing can learn from Fenty Beauty by Rihanna. Fenty Beauty’s initial launch focused on the face, with a primer, foundation, contouring, concealing, highlighting and blotting products. Though the launch of Fenty Beauty by Rihanna couldn’t have come at a better time. Getty Images for Fenty Beauty. As a report from Intel states, influencer marketing allows brands to appear more diverse. Expensive for some customers 3. Fenty’s explosive launch took place during a period of time unquestionably important to the makeup and fashion industry — New York Fashion Week. Now, we can examine the different categories on the Fenty YouTube channel; there is a category of different vloggers reviewing the Fenty beauty range. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. Research company Slice has announced the company is on track to outsell competitors Kylie Cosmetics, KKW Beauty, and high-performing Sephora brand Kat Von D. Considering Kylie Cosmetics has revealed their performance to be $420 million in sales, and Kat Von D owner LVMH Moët Hennessy Louis Vuitton has singled out the brand to be one of their highest performing, it’s inevitable that Fenty’s success, within a 6 month time period, is of massive proportions. Beauty Influencers are some of the most vocal and most influential, and beauty reviews have become something it is impossible for beauty brands to ignore. Using social media marketing is an effective method of directing social media traffic to the product website, the link to the website is provided in the bio section of all Fenty Beauty social media pages. top 25 inventions of 2017 by Time Magazine, vlogger reviews of the darkest foundation shades. Put your customers at the center of your brand. Another reason why Fenty Beauty left its competitors in the dust is thanks to coverage by online media outlets. 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. Studies have shown a correlation between the complexity of search tools and increasing the viewer engagement which is apparent on the site. Barbadian superstar Rihanna’s eponymous cosmetics brand Fenty Beauty has been at the forefront of the cosmetics industry since its launch in September of 2017. Great marketing strategies 4. However, one of the most important ways Fenty reaches their audience is through influencer marketing. Boxing Day saw the launch of Mattemoiselle, a well-placed treat on the shelves for shoppers already at their local Sephora stores during their ritual December 26th shopping trips. Fenty Beauty provides products for the face, eyes and now expanded its range to include lip products too. While most beauty brands have a 1% fan engagement on average, Fenty Beauty’s Instagram account was able to reach 10.41%, and generated almost 80K influential posts within the first month. An issue with word of mouth marketing across social media is that consumers are more likely to express negative rather than positive views. In terms of business strategy, Kylie Cosmetics are the main competitors, both brands appeal to Millennials and heavily use digital marketing in order to promote their product portfolio. The department store is very well connected to the Fenty Instagram page, and tagging #fentybeauty, regamming posts and etc. Popular companies even began to slowly reinvent their Instagram feeds in order to showcase their commitment to diversity, trying to catch up to Fenty’s impact. One survey revealed that 28% of marketing managers believe that influencers is the fastest online consumer acquisition method. Here are three ways leaders can push their organizations toward more inclusive customer acquisition strategies. Instagram Stories was introduced in 2016, and proved very successful. Pour se démarquer via le marketing inclusif, la meilleure méthode consiste à partager des histoires authentiques qui sont ancrées dans la culture et qui suscitent de l'émotion auprès de vos consommateurs. We trust their vision and they were highly motivated to achieve results for us. 1. Even better, the YouTube network is global, 60% of creators views come from outside of their own home country, plus YouTube is localised in 73 countries, and available in 6 languages. Fenty Beauty contains at least 40 different shades to match a multitude of skin tones. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. Online Reputation Management: What Your Business Needs... © Copyright 2019 - Alvomedia | All Rights Reserved . As you can see from her first promotional video, a diverse cast of models are hired to showcase the unique selling proposition that this brand is all inclusive. The skin shades with albinism in mind has proven to be a success with women who found it difficult to match their fair skin with high street brand foundations. T H E 4 P ' S O F M E Lauren Heffernan Promotion Fenty (and their foundation) gets promoted through: Rihanna, a famous celebrity Social media PR packages Rihanna famous celebrity = automatic publicity/hype rihanna's, fenty's, and sephora's profile Social Media new products and PR Higher number of followers creates the perception of likability, and therefore, popularity. The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are … It takes the opportunity to create video content on YouTube, which is one of its main digital marketing channels. Features Learn how we streamline campaign planning, help optimize journeys, and simplify competitive audits. We had to break and disrupt all the traditional marketing rules and carve a new path. The mild complexity of location specific functions engages the viewer into browsing the site and noticing the other fun functions. 1. Together, they reach a wide range of audiences. With this amount of social following, Fenty related YouTube videos have high visibility. There are vlogger reviews of the darkest foundation shades, garnering millions of views for the review. Naturally upon Fenty’s successful launch, many beauty brands began to similarly announce their offerings for people of color. Rihanna used Instagram to react and comment back. This is clearly reflected in Rihanna’s Instagram-the influencers are from all over the world with their own diverse followers. This makes sure that some products will have more demand appeal. Even in her bio, she has Fenty Beauty out now, to increase awareness. A study conducted looked at the trust levels of customers on 2 varying online sites; it was found that there was a correlation between click through online ads and the trust of tailored algorithms. The Fenty Beauty campaign is heavily reliant on digital marketing, with both the website and social media as platforms, which shows just how influential these channels can be. Her range of foundation is what the brand has been praised for, offering 40+ shades from pale ivory to very dark. Not forgetting the power of traditional media. It’s key demographics target all skin types, including women with albinism, affecting 18,000 people in the US alone. 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. Rihanna didn’t just rely on marketing and branding alone to win over such a large target audience: Fenty developed products that centered around the customer and put their needs and wants first. In terms in layout, Fenty has a similar approach to other cosmetics sites, such as MAC, with focus on minimalism and product identity. With regards to the YouTube channel, even if the viewers enjoy and are entertained by the video content, they are not guaranteed to go and buy products directly from the ecommerce website. Fenty Beauty Luxury heritage brands have followed suit. The aim of Fenty Beauty is to increase diversity within the cosmetics industry, and it did so by claiming to meet the needs of 98% of all skin tones in the UK. Considering Instagram Stories isn’t the main feature of the platform, it still has more than 200 million users daily whereas SnapChat has only 160 million users. In some cases, it is the quality rather than quantity that matters. Rihanna also uses her personal Instagram, using her posts to drive consumers to the Fenty page or website. Customers in the digital age have the ability to recognize a brand’s genuine efforts in their advertising, be it through the use of online engagement, brand evangelists, or the use of advertising and creative efforts. The line expanded rapidly, seeing the holiday-season launch of Fenty’s “Galaxy Collection” featuring the brand’s first eye-shadow palette, and the Boxing Day launch of 14 shades of “Mattemoiselle” lipsticks. Proven Techniques To Create Enticing Email Campaigns, How to Launch a Podcast That Boosts Your Visibility, 4 Fiction Books With Practical Marketing Knowledge, The 4 Features That Make Social Media Apps Addictive. Other competitors include Estee Lauder, Nivea and Clinique. On the Fenty website search results, it contains some hyperlinks, namely foundation shade finder, about Rihanna and store locator. It is considerably cheaper compared to designer brands, however high street stores in the UK sell foundations at even cheaper prices, such as Rimmel London’s £8.99 foundation. It is mentioned that Fenty Beauty is sold in department stores in 17 different countries and shipped to more than 115 countries globally. Continuing with the endorsement appeal, the website displays products chosen as Rihanna’s favourites, this gives the impression that customers can be like Rihanna, by purchasing her favourite products. Fenty continued their explosive momentum through strategically-timed product launches — the Galaxy collection, a futuristic series of lip and eye products, made their appearance just in time for holiday seasons, and fans all over the world posted photos of them receiving their products as gifts from family and friends. Perhaps the most interesting observation since Fenty’s launch one can note is the potential impact an innovative idea can make when it resonates with a large community of people, all while using digital as a medium to accelerate the strategy — is this the new generation of beauty? The Fenty Beauty was established with the aim of providing quality products to everyone: for women of all shades, races and cultures. Interestingly, when you search for Fenty Beauty in Google, the website is not the top search result, instead there is a PPC ad for Fenty Beauty which shows that Harvey Nichols is its official UK distributor. A study explains that breadcrumb navigation reduces disorientation in website structures and reduces errors in search. Did you know that 300 hours of videos are being uploaded to YouTube every minute of the day, this shift to video content is essential to the digital marketing strategy of Fenty Beauty. 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. For example, MakeUpForever claimed that Rihanna wasn’t the first to create 40 shades of foundation. Fenty Beauty have been awarded as one of the top 25 inventions of 2017 by Time Magazine for offering makeup for all skin tones. With this in mind, she set out to create an inclusive beauty product. Make authenticity your advertising focus. Any negative press can be detrimental to the sales of Fenty Beauty products. The diversity and individuality of the product in combination with the hand-in-hand marketing strategies and lack-of-diversity in our everyday conceptions of beauty resulted in great success for Fenty Beauty. My 5-Step Sales Process Has a 93% Close Rate, How to Create a Revenue-Generating Google Ads Campaign, Facebook’s Rebrand Proves Some Companies Just Don’t Get It. Although Millennials are price sensitive, they value quality and follow brands that represent this, creating brand loyalty. Fenty Beauty’s tweets go viral a lot.By using meme culture to its advantage, it has managed to create engagement like never before. 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. Customers wanted a diverse beauty product that promoted multiculturalism. The purpose of this thesis is also to know both cosmetic corporations’ international market-ing strategies and how their founders, who are celebrities and influencers, impact on Robyn Rihanna Fenty is the creator and founder of Fenty Beauty in collaboration with Kendo, the tag line for the brand being ‘beauty for all.’ She has adopted the recipe of a cosmetic line that is available for women of all skin colours, all undertones from all countries. It even slowed rival SnapChat’s growth by 82%. Not shying away from leveraging her fame as an asset to social media strategy, Rihanna’s bolstering of the brand on her personal channels was an impressive start to Fenty’s success.