How did Rihanna's Fenty Beauty deliver beauty for all? Focus on inclusive marketing by singer's makeup brand explored

Rihanna disrupted the makeup industry by launching Fenty Beauty in 2017, quickly making it a leader with $72 million in revenue in just one month. The brand's success is due to Rihanna's active marketing during concerts and events and its unique focus on inclusivity, offering products for all skin tones and genders.

Online ads featuring diverse models further solidified Fenty Beauty's identity, making it one of Rihanna's most lucrative ventures.

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Rihanna's Fenty Beauty's inclusive marketing strategies explored

Fenty Beauty's strength lies in its inclusive marketing. Rihanna's brand offers products for all skin tones, genders, and orientations, starting with 40 foundation shades and expanding to 50. The brand actively fights discrimination, taking steps like stopping operations in discriminatory places. Its social media campaigns focus on raising awareness about equality and inclusivity, which has built customer trust and boosted Fenty Beauty's global sales.

Lastly, the brand was one of the first to introduce diverse models in its marketing campaigns. Fenty Beauty's advertisements featured models from all genders, colors, and orientations and were a game-changer for the brand in its mission to disrupt the makeup diaspora and establish itself as a market leader.

One of the most interesting advertisement campaigns of Fenty Beauty featured their liquid eyeliner called Cuz I'm Black. The nomenclature comes from Rihanna's famous X brawl, symbolizing her empowering and unapologetic black identity. The ad campaign features a montage of diverse models wearing and showing off the new eyeliner. Other advertisement campaigns like the Body Lava Campaign and the Gloss Bomb campaign highlight the brand's inclusive identity.

Fenty Beauty also caters to the environment by implementing various strategies in its manufacturing line like sustainable packaging, judicious ingredient sourcing, and establishing partnerships with brands trying to save the environment.

None of the company's products are tested on animals, and some are vegan, i.e., they aren't made from animal-derived ingredients. Furthermore, the Diamonds singer ensures that the packaging of all the products is recyclable and in line with the brand's identity.

Fenty Beauty has also partnered with organizations that strive to do something fruitful for the environment like Climate, Community & Biodiversity Alliance, and the Rainforest Alliance.

Rihanna's brand partnered with Sephora in 2017 to expand the market and achieve a global audience. Fenty has already established an unwavering stronghold over the United States market and was also the highest-selling makeup brand in the US in 2018, achieving sales of over half a million dollars. Furthermore, the brand now has major outlets in cities like London, Paris, etc.

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Fenty's influence on other brands, i.e., The Fenty Effect

Rihanna's Fenty Beauty has sparked a change in the industry known as The Fenty Effect, influencing other luxury brands to become more inclusive. Since Fenty's launch, brands like Huda Beauty, Maybelline, and CoverGirl have expanded their product ranges to include more shades.

For example, Huda Beauty added more shades to its Faux Filter Foundation, Maybelline increased shades in its SuperStay Foundation, and CoverGirl introduced a wide range of shades in its TruBlend Matte Made Foundation. Fenty Beauty has set a new standard for diversity in the fashion and makeup industry, making inclusivity a crucial factor for all brands.