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One thing is for sure: They can’t do what everyone else is doing and expect to make waves. 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. 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. 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. Intrigued? She has had many things in the works as of 2014, under her belt trademarked under her last name Fenty. Sorry, your blog cannot share posts by email. “Every red carpet you see me on, Invisimatte is in my clutch. A shine-stopping, pore-diffusing primer that smooths the way for better foundation application. Credit: Courtesy of Savage x Fenty Rihanna has focused on Savage X Fenty's inclusive appeal since launching the lingerie brand, a … 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 apply this all day long. “The Maze logo includes every letter of the brand name. It’s the power to light up a room or heat things up. 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, … You should always have a blast, and feel free to take chances, take risks, and, dare to do something new or different.”, “I have 100% involvement in this process, which made this so special and very fun. Then—BAM!—it delivers!”, WHAT WE SAY: Enjoy the added benefits of creating a personal account. The distinctive letter ‘F’ with the strokes overlapping references Rihanna’s own handwriting and the reverse ‘N’ is a legacy nod to the Fenty Beauty logo. So, it’s really fun to have Match Stix and a portable brush to just throw in your clutch and go.”, WHAT WE SAY: Post was not sent - check your email addresses! Since their target demographic is young, this media plays well with their consumers. 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. Your email address will not be published. With countless and unexpected ways to shine bright, there is no doubt that Rihanna is once again redefining the rules. Discover it for yourself. It should never feel like a uniform. You want to leave your mark in a way that shows you’re not just in it for yourself – you w… She’s the beauty fairy godmother we’ve been waiting for. 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. Whatever it is that your customers care about, and however they express themselves, meet them where they are. 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. 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. 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. The line debuted September 8th, 2017 and is avail-able at Sephora and Harvey Nichols. The lighting is far below professional quality, and the video quality is mediocre as well. 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. Orlic’s article talks about authenticity stemming from ‘genuinely trying to help your audience’. The more you build a rapport with customers, the more they trust you, and the more they’ll look to you when they’re ready to spend. 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). And thanks in large part to that connection, in its first 40 days, Fenty did $100 million in sales. WHAT RIHANNA SAYS: Follow our journey See the end result 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. Actor and activist Amandla Stenberg has been chosen by Rihanna herself to join the #fentyfamily as the new “Fenty Face”. The original foundation launch included 40 shades, since expanded to 50. These three startup beauty brands have managed to do this, finding white space in a crowded market, as well as a unique visual identity. That’s the real reason I made this line.” ... Rihanna On Making The Brand “I have 100% involvement in this process, which made this so special and very fun. Fenty has set the tone. “I love to blot on the fly, or as we like to call it at Fenty Beauty, portable blotting. 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. An explosive shine that feels as good as it looks in one universal rose nude shade. 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. Rihanna pauses and makes sure the camera is recording at the beginning of the video. Alongside the visual identity, Commission designed the complete packaging suite and garment branding for Robyn Rihanna Fenty's eponymous fashion house FENTY. In establishing a representative list of the crème de la crème of beauty YouTubers, I focused on the key question: “Who’s on top in terms of influence, most likely to be sponsored for beauty marketing, and likely to influence their viewers’ consumption practices?” I looked to two key lists of YouTube beauty heavywe… 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. LVHM also owns Sephora, which is most notable here because its stores have stocked Fenty from launch. Even on a star-studded list that includes Jay-Z, Drake, Beyoncé, LeBron James and more, Rihanna stands out. 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. Over the last decade, she has seamlessly transitioned her … It's there for you to have fun with. I call the colour ‘invisipink,’ because it's invisible but has a warm tone, so it’s not white or chalky on the skin.”, WHAT WE SAY: Estée Lauder’s foundation range with 42 shades, for example, is priced at $42; Fenty’s foundation is $35. Media plays well with their consumers cosmetic brand founded by Rihanna promotes on their other social platforms, did... Shades of foundation is avail-able at Sephora and Harvey Nichols diverse range of skin tones in a that... In my clutch player and fan the works as of 2014, under her last name Fenty at it think! The right shade of foundation, encompassing a huge number of skin tones back to more! 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