‘There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between.’
Rihanna launched Fenty Beauty in 2017, transforming the beauty industry. With a groundbreaking commitment to inclusivity and diversity, Fenty Beauty’s launch created significant anticipation because of Rihanna’s immense social media presence.
Before fenty, the makeup landscape was one sided. Being on the receiving end of this phenomena Rihanna saw a critical need for makeup shades that cater to all skin types and tones.
Fenty’s arrival shed some light on this lack of diversity, launching with an even shade range that included the extremes and even the in-betweens with great precision. Upon its launch Fenty has over 40 shades which have now gone up to 50. Because of this the brand’s success, known as the “Fenty Effect” pushed other beauty companies to expand their shade ranges and embrace diversity!
From the beginning, Fenty Beauty has effectively utilised social media and user-generated content to engage with its unequivocally wide global audience. At House of Marketers, we emphasise the importance of influencer marketing and strategic branding and in this case study, we’ll dive into Fenty Beauty’s social media journey, explore the marketing strategies behind its success, and highlight the crucial role of influencer marketing in its growth.
Rihanna – The Muse Behind Fenty Beauty
“I’m not the face of my brand, but I am the muse, and my DNA has to run all the way through it”
-Rihanna
Rihanna’s influence on Fenty Beauty goes beyond her role as the founder. She actively participates in product development, marketing campaigns, and brand communication. Her personal touch and authenticity resonate with fans and consumers, creating a strong, loyal community around the brand. Not to mention that she pioneers the conversation about inclusivity and representation in beauty.
Rihanna’s ability to seamlessly blend her celebrity persona with her entrepreneurial spirit has made Fenty Beauty a standout success.
Fenty Beauty competes with industry giants like MAC Cosmetics, Estee Lauder, and Maybelline. Yet, it has managed to become one of the most popular cosmetics brands in the world. According to Cosmetify, Fenty Beauty became the number-one cosmetics brand in the world in 2023. The brand’s global sales reached a staggering $582 million, making it the wealthiest brand on Cosmetify’s top 10 ranking.
So, what makes Fenty Beauty stand out in such a crowded market?
Dissecting Fenty Beauty’s Marketing Strategy
Fenty Beauty x Global Events
Fenty Beauty’s campaigns are all about inclusivity, but they don’t stop at makeup. Recently, Fenty Beauty partnered with the Olympic and Paralympic Games in Paris 2024. This collaboration aligns Fenty Beauty with an event that symbolises unity and celebrates diversity, mirroring the brand’s core values.
tried to tell yall….we outside all 2024!!!
PROUD to announce that @FentyBeauty is a premium partner of the Olympic AND Paralympic Games baby!!!#FentyxParis2024 💄🏆 pic.twitter.com/FDjJgJnrAa— Rihanna (@rihanna) July 18, 2024
The Olympics and Paralympics are all about bringing people together from different backgrounds and celebrating diversity—much like Fenty Beauty’s mission. A standout example is the collaboration with athlete Magdawiethenin, a prominent Olympic sprinter known for her dedication and inspiring journey. Magdawiethenin’s affiliation with Fenty Beauty, featured against the backdrop of the Olympic Games, underscored the brand’s commitment to diversity and empowerment. This partnership not only brought attention to Fenty Beauty’s products but also resonated deeply with sports fans and beauty enthusiasts, amplifying the brand’s message of inclusivity.
This partnership allows the brand to showcase its commitment to inclusivity on a global stage and creates a buzz that resonates with sports fans and beauty enthusiasts alike. This clever use of event-based marketing keeps Fenty Beauty at the forefront of consumers’ minds
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Fenty Beauty x TikTok Marketing Strategy
Rihanna has effectively used her influence to amplify Fenty Beauty’s presence and engage a global audience. Fenty Beauty uses TikTok to showcase their products innovatively. For instance, the #ShadeMatching Filter allows users to find their perfect foundation shade virtually. This tool personalises the shopping experience, making it seamless and engaging, and highlights Fenty Beauty’s ability to use technology effectively.
TikTok, with its highly engaging short-form video content, provides an ideal platform for showcasing Fenty Beauty’s innovative products, makeup tutorials, and user-generated content. Let’s look at how Rihanna has leveraged TikTok for Fenty Beauty
‘You want people to appreciate the product and not feel like: ‘Oh that’s cute, but it only looks good on her.’”
-Rihanna for Refinery29
Using Branded Hashtags for Connection
One of the key strategies employed by Fenty Beauty is the use of branded hashtags like #Fentyface and #Fentybeauty, which have generated 145,000 and 4.5 million posts and create user-generated content, fostering a sense of community and inclusivity. These hashtags encourage users to share their Fenty Beauty experiences.
The brand also utilises the hashtag #fentybeautyuniversity to provide tutorials and beauty tips, catering specifically to college students. This targeted approach allows Fenty Beauty to connect with its target audience on a deeper level and establish itself as a go-to beauty resource among young consumers.
Collaboration is another key element of Fenty Beauty’s marketing strategy. By partnering with sister brands like Savage Fenty and Fenty Skin, the brand extends its visibility and engagement, tapping into diverse consumer segments and cross-promoting its products.
@fentybeauty La la Lisa, can you teach us how to rockstar 🖤🎸 MUA ambassador @Paulyblanch is walkin’ us thru how to get the look + rock hard 🤘🏼 Earn 4X points per dollar at @sephora when you shop FentyBeauty, Fenty Skin, and Fenty Fragrance from 7/25–7/31 🌟
Working with like-minded Influencers
One notable collaboration is with Alexis Conway, a rising TikTok influencer celebrated for her authentic beauty tutorials and charismatic personality. Alexis’s natural approach to beauty and her emphasis on embracing one’s true self align perfectly with Fenty Beauty’s ethos of inclusivity and self-expression. Her genuine connection with her audience makes her a great match for Fenty Beauty, and her content consistently drives engagement and brand loyalty.
These partnerships are carefully selected to ensure alignment with Fenty Beauty’s values and to maximise reach and impact. By featuring influencers who genuinely connect with their audience and represent a wide range of skin tones and types, Fenty Beauty ensures that their products are seen and endorsed by a diverse group of consumers.
Have you tried any Fenty Beauty products after seeing them on TikTok? Let us know in the comments!
@fentybeauty Name a hotter combo, we’ll wait… 💋 @Alexis Conway wears our NEW #TracedOut Pencil Lip Liner in ‘Brown’d Out’ + #GlossBombStix High-Shine Gloss Stick in ‘Hot Chocolit’ ❤️🔥🍫 This is the rich brown #FentyLipCombo of our dreams 💭 Shop these lip legends at the #fentybeauty site, @sephora, @sephoracanada, @Kohl’s sephoraxkohls, @Ulta Beauty and globally!
Fenty Beauty’s Strategic Use of Giveaways on Social Media
Fenty Beauty leverages giveaways to amplify their social media presence and engage their audience effectively. A prime example of this strategy is their recent #NationalLipstickDay campaign. To celebrate, Fenty Beauty teamed up with Ulta Beauty to give away a custom Fenty-fied locker filled with all their lip products in every shade.
The giveaway, announced with the post “Lippies so good, we had to lock them up 💄🔐“, invited participants to follow Fenty Beauty on Instagram, TikTok, and YouTube, like the post, and comment on their favourite Fenty Beauty lip product. The prize included an extensive collection of Fenty Beauty’s lip products, from TracedOut Pencil Lip Liners to the limited edition Holla’Daze GlossBombVault.
This strategic giveaway not only boosted Fenty Beauty’s follower count across multiple platforms but also increased engagement through likes and comments. By requiring participants to follow their accounts and engage with the post, Fenty Beauty ensured a broader reach and enhanced interaction with their content, ultimately fostering a stronger community and brand loyalty.
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The Secret to Fenty Beauty’s Success
Consistent Style and Messaging
Throughout these campaigns, Fenty Beauty has maintained a consistent style that emphasises diversity, authenticity, and high-quality visuals. Their posts are characterised by vibrant colours, diverse models, and a strong focus on product benefits, ensuring that the brand’s core values are always at the forefront.
By maintaining a consistent visual and thematic style, Fenty Beauty has successfully built a recognizable brand identity that resonates with a global audience. This consistency has helped establish a strong brand presence on social media, driving both engagement and loyalty.
Platform-Specific Strategies
Fenty Beauty knows how to play the social media game, tailoring its content to suit the unique vibe of each platform. Whether it’s riding the wave of TikTok trends or engaging followers with stunning visuals on Instagram, Fenty Beauty nails it every time.
Fenty Beauty on Instagram
- With a whopping 12.9 million followers, Fenty Beauty keeps its Instagram audience hooked with posts each day. On average they post 60 times per month, racking up an incredible ~1,243,605 engagements. Their giveaway contests, like the Halloween ‘boobaskets,’ are fan favorites, pulling in over 59,714 interactions. It’s clear that high-quality, eye-catching content is a winning strategy for keeping their followers engaged.
Fenty Beauty on Facebook
- Facebook might not be the main focus for Fenty Beauty, considering their Gen-Z and millennial audience, but they still maintain a presence. Over the past year, they posted only 40 times but still managed to get 51,555 engagements. Even with minimal activity, Fenty knows how to keep their audience interested.
Fenty Beauty on YouTube
- Fenty Beauty’s YouTube channel is where they truly shine, with their videos and shorts racking up a total of 144.60 million views. They post regularly, focusing on quality content that matters. On average they post 16 times a month, resulting in ~413,406 engagements. Their in-depth tutorials and product reviews are a hit, proving their strategy works.
Fenty Beauty on Twitter
- Twitter is all about real-time interaction, and Fenty Beauty excels here too. They balance their tweets and replies, keeping the conversation going. Text-based posts are frequent, but videos, which make up only 13% of their posts, are the real engagement magnets, averaging 1,964 interactions per video. Fenty Beauty’s ability to connect with their audience on Twitter in such a dynamic way is impressive.
House of Marketers Insights
You might not be Rihanna–but you can learn from these strategies. Fenty Beauty’s social media strategy is a testament to the power of inclusivity, engaging content, and strategic influencer partnerships. While not every brand has the budget to work with big celebrities and top-tier influencers like Rihanna, there are still valuable lessons to be learned.
Staying True to Your ‘Why’
- Fenty Beauty’s commitment to inclusivity has set a new standard in the beauty industry. They wanted a brand that was for everyone and succeeded by staying true to their “why.” Rihanna’s vision was clear: “I want everyone to feel included.” This guiding principle has been at the heart of Fenty Beauty from the beginning, driving their mission and resonating deeply with consumers worldwide.
Utilise Platform-Specific Strategies
- Tailor your content to suit the unique characteristics of each social media platform. Engage audiences on TikTok with trends and challenges, just like how Fenty showcases high-quality visuals on Instagram, uses Twitter for real-time interaction, and provides in-depth tutorials and content on YouTube.
Leverage Influencer Marketing in lieu of current events
- Get double the impact by utilising the social media algorithms to promote your product by attaching it to already trending topics and influencers Collaborating with influencers who align with your brand’s values can significantly enhance your reach and credibility. Choose influencers who genuinely connect with their followers to maximise impact.
Engage in Real-Time and Be Responsive
- Actively engage with your audience by responding to comments, hosting live sessions, and being present on social media. This builds a strong connection with your followers and enhances brand loyalty.
Conclusion
By integrating these strategies into your marketing efforts, you can build a brand that resonates with a wide audience and stands out in a competitive market.
Fenty Beauty has built a powerful brand presence that continues to resonate with a diverse global audience. The strategic use of influencer marketing, event collaborations, and user-generated content under Rihanna’s visionary leadership has set a new benchmark for the industry.
Fenty Beauty’s success story is a powerful reminder of the impact of staying true to one’s brand values and effectively leveraging social media to connect with consumers. At House of Marketers, we recognise the value of these strategies and are equipped to guide brands in implementing similar impactful campaigns. If you are ready to transform your social media strategy and create a lasting impression in your market, contact us today.
Let’s work together to bring your brand to the forefront of your industry, much like Fenty Beauty has. We specialise in helping brands achieve this kind of success. If you’re looking to elevate your brand and connect with a wider audience through effective social media strategies, we invite you to contact us for a free consultation and proposal.
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