Overview
In this article, we explore how social media can boost sales for the beauty industry using the marketing strategy of Rihanna’s Fenty Beauty brand.
Take a look into the world of beauty and marketing, where famous women have taken the lead. In our latest article, we analyze the marketing strategy of one of the leading beauty brands, Fenty Beauty by Rihanna.
We’ll explore how Rihanna used her fame, passion for beauty, and the power of social media to create unique and successful marketing strategies.
The Phenomenon of Fenty Beauty
What did Rihanna do differently from other brands? She understood her target audience. You may have noticed that the same cosmetics brand offers different product lines in different countries. In France, decorative cosmetics are predominantly tailored to the light-skinned population, with shades of blush in pink tones and light foundations. Whereas in Italy, you will find cosmetics adapted for beautiful individuals with olive skin.
This is how cosmetics marketing works: you target the audience that is present in the market. So what did Rihanna do? She listened to those voices that were not being represented. "No matter who you are, you deserve perfect skin" — the advertising slogan for Fenty’s foundation, which brought in $100 million in the first week of the social media marketing campaign launch. The first product, the brand’s flagship, immediately set sales records. Fenty Beauty captured the attention of all ethnic groups, from people with the lightest skin tones (albinism) to the darkest shades.
Focus on Social Media and Personal Branding
How do you use media influence to boost your cosmetics brand? Social media marketing comes to the rescue. Rihanna started the advertising campaign for her cosmetics brand on her own social media pages. It was a direct hit on the target audience, as her followers include representatives from various ethnic groups around the world. Social media platforms like Instagram, Twitter, and YouTube were used to promote the brand.
Social media is the perfect platform for the beauty industry. While we used to flip through fashion magazines and admire the looks on their pages, now all you need to do is open Instagram. The Instagram strategy was not just about showcasing the product or creating beautiful advertising images; it was about showing the behind-the-scenes process of creating cosmetics. The advertising campaigns, user-generated content, influencer marketing, and video tutorials by individuals with different skin types using the products created maximum audience reach. Over a million users subscribed to the brand’s official Instagram account in the first few days of its launch.
YouTube
Rihanna capitalized on the trend of beauty tutorials: step-by-step makeup tutorials using Fenty Beauty products. Each video provided an opportunity to go behind the scenes and directly connect with the singer. The playful style, jokes, and easily replicable makeup resonated with the audience. Influencers, bloggers, and Rihanna’s fans actively picked up the trend, and social media platforms were flooded with reviews of the cosmetics and makeup recreations by the singer. By attracting the attention of a more diverse range of YouTubers, the brand reached even more potential customers, especially compared to brands primarily focused on white and light shades.
While there are official Fenty Beauty accounts on Instagram and YouTube, the brand’s promotion on Twitter took place through Rihanna’s personal account. All tweets since 2019 have had an advertising character and directly reference Fenty. Despite the direct advertising, the tweets quickly went viral, and the Fenty account even received a nomination for the Shorty Awards.
Advantages of Social Media for Beauty
The beauty industry is rapidly evolving, and brands focusing on cruelty-free and organic products are gaining more market share. However, every brand faces the challenge of finding its target audience and increasing brand recognition. The more well-known you are in the world, the wider your audience and the larger the check.
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