Five Steps to Social Media like Fenty Beauty (A Case Study)

By Julia Dakhlia, Account Supervisor at PRLab.

The makeup industry tends to have a fake, cool-girl vibe of exclusivity and artificiality– wearing makeup was akin to being photoshopped into someone else. Recently, however, the tone has shifted. Brands like Urban Decay and Kat Von D Makeup have targeted an edgier cool-girl, one who uses makeup to express individuality and stand out. The dialogue on makeup has shifted, and Fenty Beauty (released in September) has propelled this positive, inclusive branding like no other. Here’s what Rihanna’s brand has done right:

https://twitter.com/rihanna/status/929504492650881024

1.Fenty has a clear voice through a charismatic spokesperson. The beauty company is Rihanna’s baby– Fenty is her last name, and she is the nucleus of the brand. Fenty social media refers to her as “mom.” “To sell something with your name on it, it reflects who you are, and who you’ve presented yourself as,” says Souzan Michael of Fashion Magazine. “And Rihanna presents herself as a woman who has evolved past branding in the pejorative sense in the world. She isn’t contrived.” Rihanna promotes Fenty Beauty directly, modeling the makeup, speaking about the makeup, and posting about Fenty from her own social media channels. This is not a product with her name slapped on it, but her own, personally curated creation. Rihanna is a beloved, trusted figure: she’s never had a bad album, and her fashion line FENTY x PUMA is highly respected in the fashion world. Audiences (see: loyal fans) trust her to deliver big on this project as well.

[Source: https://fashionmagazine.com/beauty/fenty-beauty/]

  1. Fenty feels genuine, and speaks to its audience like a close friend more than a predatory advertiser. Its social media team often uses colloquialisms and slang, and doesn’t shy away from “bad” language– its newest product is branded with the hashtag #STUNNABITCH for example. Fenty’s social media tone is funny and transparent, and authentically engages with audiences– not through giveaways or gimmicks but by asking questions about the products and responding to fans (and getting an overwhelmingly positive response).

  1. Fenty has a strong brand message- a clear “why.” The brand wants more than money. Its message is inclusivity and diversity– makeup for all women regardless of skin tone. Fenty feels like it’s pushing the boundaries and delving into something uniquely progressive and fresh. But are they really? One could argue that other brands have sported this wide range of foundation tints, and you could likely find comparable products even within the same Sephora. This is just flawless branding, presenting Fenty as the solution to a void in the market and as a hero for women who feel underrepresented in the makeup community. It’s a brand with pure intentions and a distinctly positive message and effect.
  1. Fenty’s visuals are stunning, engaging, and unique. The editing and sound design on the promotional videos is masterful, showcasing the upbeat, “edgy and feminine” attitude of the brand and, of course, referencing Rihanna’s music. The videos showcase the diverse group of women the brand caters to– highlighting Fenty’s underlying message: makeup is beautiful, it’s cool, and it’s for all.

[Source: https://www.prnewswire.com/da/pressemeddelelser/rihanna-launches-fenty-beauty-a-global-makeup-brand-in-17-countries-643185593.html]

  1. Fenty delivers. These brand messages would mean nothing if Fenty didn’t bring the goods. The brand worked hard to overcome their immediate stockout, made the product as accessible as possible (including fairly reasonable prices), and has worked hard to meet demand. The quality of the product is widely agreed upon, and Fenty Beauty has already been the recipient of multiple beauty awards, including Time Magazine’s “Best Inventions” and three of Refinery29’s “Beauty Innovator Awards.”

How could you apply these #Fenty lessons to your brand?

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