Fenty Beauty

Fenty Beauty
Industry Beauty Industry
Genre Cosmetics
Founded September 8, 2017 (2017-09-08)
Founder Rihanna
Key people
 Rihanna
Products Pro Filt'R Foundation
Pro Filt'R Primer
Universal Gloss Bomb
Stunna Lip Paint
Killawatt Freestyle Highlighter
Body Lava Body Luminizer
Fairy Bomb Glittering Pom Pom
Owner Rihanna
Parent Kendo Holdings
LVMH
Fenty Corp
Website fentybeauty.com

Fenty Beauty by singer Rihanna, is a cosmetics brand launched in September 2017. Popular for its broad inclusivity across skin tones and gender, especially its Pro Filt'R foundation product produced in 40 different shades, Fenty Beauty was named one of Time magazine's best inventions of 2017.

Background

In June 2014, Rihanna trademarked her surname, Fenty, for use on an array of products, leading to speculation that she would begin working on endeavours other than her music; Fenty Beauty was among these new trademarks.[1]

Rihanna launched Fenty Beauty in 2017, when she was 29 years old.[2] Previously she had collaborated with MAC Cosmetics,[3][4] as well as released 10 fragrances via Parlux Ltd.,[5][6][7] but Fenty Beauty was her first solo cosmetics brand.[8] She developed the line with luxury conglomerate Louis Vuitton Moët Hennessey (LVMH), signing a deal in 2016 to produce Fenty Beauty through LVMH's Kendo division;[5] Kendo Holdings, Inc, is an "incubator" company that manufactures cosmetics as white-label products[9] for sale through cosmetics retailer Sephora, another LVMH subsidiary, as well as other outlets.[5] Women's Wear Daily reported that LVMH may have paid $10 million (USD) for the agreement, which followed on Kendo deals to produce Marc Jacobs Beauty and Kat Von D Beauty lines.[5]

Rihanna, who is from Barbados, created Fenty Beauty for the inclusion of all skin tones.[10]

Launch

Fenty Beauty's first products went on sale on September 8, 2017.[11] The launch coincided with New York Fashion Week, where Rihanna also had a runway show for her collaboration with Puma; promotion was so extensive, The New York Times wrote, "one might be forgiven for thinking it’s actually Rihanna New York Fashion Week."[8] In the US, the line launched in Sephora stores, on the Sephora website, and on Fenty Beauty's website. In the UK, Fenty Beauty is exclusive to Harvey Nichols department stores.[12] Fenty Beauty is available online or in store in over 15 countries.[13][14] Fenty Beauty arrived in Saudi Arabia, seen as a potentially lucrative market for the brand[15] with cosmetic sales in the country at an all-time high.[16]

Products

Fenty Beauty products have drawn international praise for the range of shades offered,[17][18][19][20][21] in particular for including darker shades among the 40 different colors for its Pro Filt'R foundation,[22] addressing a long-criticized gap in cosmetic industry offerings for black women and other women of color.[23][24] Subsequent launches of new products or new lines have been criticized for the failure to live up to the new standard set by Fenty Beauty, for instance Kim Kardashian West's line KKW Beauty,[25][26] Tarte's Tape Shape Foundation,[23] and Benefit's Hello Happy foundation.[27]

The line's Stunna Lip Paint, a red lipstick launched November 23, 2017 (Thanksgiving, just ahead of Black Friday sales),[28] also drew broad enthusiasm.[29][30][31][32][33] Reviewing the product at BuzzFeed News, Leticia Miranda noted the history of controversy around red lipstick, particularly for women of color, saying the context made the choice of color for Stunna "assertive, confrontational, unapologetic".[34]

On March 23, 2018, the line launched a limited-edition highlighter called Dirty Thirty for Rihanna's 30th birthday;[35] it is the line's popular Killawatt Freestyle Highlighter in Trophy Wife shade (metallic gold),[36] packaged with XXX (the Roman numerals for 30) instead of the brand's FB logo.[37]

On April 6, 2018, Fenty Beauty released three products in its Beach, Please Collection. Body Lava, Fenty Beauty's first body product, is a liquid that can be buffed into any part of the body for illumination and is available in either a peach tone called "Who Needs Clothes" or a golden one, "Brown Sugar".[38] To apply the Body Lava, the Kabuki Brush is available for purchase separately. Meanwhile the Fairy Bomb Glittering Pom Pom is both applicator and product: the pom pom is packed with rose gold glitter designed to fit all skin tones.[39] The pom pom also has a vanilla-coconut scent.[40]

Pricing

The initial products released by Fenty Beauty were widely seen as reasonably priced (especially compared to other prestige brands)[41][42] and accessible to a broad range of consumers,[43] following Rihanna’s approach to her fragrance releases.

Marketing

In the brand's first month, Fenty Beauty recorded $72.0 million in earned media value (a measure of marketing success),[44] ahead of other high-profile brands like including Kylie Cosmetics, Benefit, Urban Decay, KKW Beauty and NYX.[2] Also in the brand's first month, Fenty Beauty-related content received 132 million views on YouTube.[45]

In February 2018, Fenty Beauty released an ad featuring Saweetie that showed a group of women getting ready to attend the Super Bowl.[46] The spot drew enthusiasm for its send-up of the award-winning '90s Budweiser ad campaign "Whassup" (in which a group of men acknowledged one another only by repeating a slurred "What's up?" over and over), but the Fenty version also attracted some criticism as the women greeted each other in "Whassup"-style drawl with the word "bitch".[47]

Diversity

As with the product line, Fenty Beauty also drew international acclaim for the diversity of its advertising campaign, which prominently featured numerous black models and other models of color.[42] Faces of the initial Fenty Beauty campaign included Slick Woods, Halima Aden, Leomie Anderson, Indyamarie Jean, Paloma Elsesser, Selena Forrest, Camila Costa, and Duckie Thot.[48] It was Aden's first modeling job, having won attention, including from Rihanna, when she participated in the 2016 Miss Minnesota USA pageant wearing a hjiab.[49] Soon after Rihanna released her line, other brands such as Make Up For Ever and L'Oréal started ad campaigns aimed at women of color.[50]

Fenty Beauty has notably embraced makeup use across gender lines,[51] producing an ad in March 2018 called "My Fenty, My Mood", in which Instagram star and comedian Kway plays his comic character Titi promoting the brand.[52][53] Also in March 2018, Daniel Kaluuya, nominated for the Academy Award for Best Actor for his starring role in Get Out, appeared on the Oscar red carpet wearing Fenty Beauty's Pro Filt'R Foundation (specifically, shades 480 and 490).[54] Time magazine described him as looking "luminous";[55] in the UK edition of The Huffington Post, Patricia Ekall said his "dewy glow brought the ‘no-makeup-makeup’ look to another level."[56] Several outlets noted men's use of makeup was "not unusual", but said the news nevertheless "pleasantly surprised" fans.[56][57]

Rihanna has drawn some criticism for failing to cast transgender models in Fenty Beauty campaigns.[53] In response she invoked a desire to avoid tokenism and respect privacy, saying she has

"work[ed] with many gifted trans women throughout the years, but I don't go around doing trans castings! Just like I don't do straight non trans women castings! I respect all women, and whether they're trans or not is none of my business! It's personal and some trans women are more comfortable being open about it than others so I have to respect that as a woman myself! I don't think it's fair that a trans woman, or man, be used as a convenient marketing tool!"[58]

Sales

Within one month of release, Fenty Beauty's sales were valued at $72 million,[59] and sold-out products widely reported, with darker shades of foundation particularly in demand (shoppers noted even testers were often gone from stores.)[60] In the UK, the line became Harvey Nichols's biggest beauty launch ever (passing previous leader MAC Cosmetics): in September the department stores sold one Fenty Beauty foundation every minute and one lipstick every three minutes.[59] The launch also helped raise LVMH's cosmetic and perfume sales for the third quarter of 2017 by 17%.[61]

Awards

Fenty Beauty was named to Time magazine's list of the 25 best inventions of 2017,[62] alongside NASA's Martian spacecraft InSight,[63] Apple's iPhone X,[64] Nike's Pro Hijab,[65] and the Tesla Model 3.[66] Time cited Fenty Beauty's 40-shade range of foundations that quickly sold out.[50]

Fenty Beauty also won the WWD Beauty Inc. award in 2017 for launch of the year in the prestige sector.[34]

References

  1. ↑ Sharkey, Linda (2014-08-08). "Rihanna trademarks her name for use on a clothing empire". The Independent. Retrieved 2018-04-17.
  2. 1 2 Gray, Yasmine (November 22, 2017). "5 Reasons Why Rihanna's Fenty Beauty Was Named One of TIME's Best Inventions of 2017". Billboard. Retrieved March 26, 2018.
  3. ↑ Conti, Samantha; Naughton, Julie (February 20, 2013). "MAC Joins Forces With Rihanna". WWD. Retrieved March 28, 2018.
  4. ↑ Univer, Eden. "Rihanna's New MAC Line Hit Stores Today, and It's Already Flying off the Shelves". Teen Vogue. Retrieved March 28, 2018.
  5. 1 2 3 4 Born, Pete (April 14, 2016). "LVMH Signs Rihanna to Create a Makeup Brand". Women's Wear Daily. Retrieved March 28, 2018.
  6. ↑ "Rihanna Rogue perfume ad restricted due to 'sexually suggestive' image". The Guardian. June 4, 2014. Retrieved March 26, 2018.
  7. ↑ Bayley, Leanne (November 13, 2014). "Rihanna unveils her first ever men's scent: Rogue Man". Glamour UK. Retrieved March 26, 2018.
  8. 1 2 Friedman, Vanessa (September 6, 2017). "Is It New York Fashion Week? Or Is It Rihanna Inc.?". The New York Times. ISSN 0362-4331. Retrieved March 28, 2018.
  9. ↑ "Home". Kendo. Retrieved March 14, 2018.
  10. ↑ "Fenty Beauty by Rihanna - About". Fenty Beauty. Retrieved April 19, 2018.
  11. ↑ Bach, Natasha (September 8, 2017). "Rihanna's New Fenty Beauty Line at Sephora Expands Her Business Empire". Fortune. Retrieved March 26, 2018.
  12. ↑ Scott, Ellen (December 21, 2017). "Where to buy Rihanna's Fenty Beauty in time for Christmas". Metro (UK). Retrieved March 26, 2018.
  13. ↑ Loeb, Walter. "Sephora: Department Stores Cannot Stop Its Global Growth". Forbes. Retrieved 2018-04-17.
  14. ↑ "International Websites | Sephora". Sephora. Retrieved 2018-04-17.
  15. ↑ Augustin, Camille (2018-04-07). "Rihanna's Fenty Beauty To Make Monetary Waves In Saudi Arabia". Vibe. Retrieved 2018-04-17.
  16. ↑ Johnson, Victoria (April 7, 2018). "Rihanna's Fenty Beauty Will Launch in Saudi Arabia This Month". Complex. Retrieved 2018-04-17.
  17. ↑ Turner, Krissy (September 15, 2017). "I've been wearing Fenty Beauty by Rihanna for three months, and here's what I think". The Telegraph. ISSN 0307-1235. Retrieved March 26, 2018.
  18. ↑ Moreau, Camille (September 6, 2017). "Pourquoi la ligne de maquillage Fenty Beauty de Rihanna fait-elle l'unanimité?" ["Why there's unanimity for Rihanna's makeup line Fenty Beauty"]. L'Express (in French). Retrieved March 26, 2018.
  19. ↑ Toussay, Jade (September 8, 2017). "La marque de cosmétiques de Rihanna saluée pour avoir pensé à toutes les carnations" ["Rihanna's cosmetics line hailed for having thought of all skin tones"]. Le Huffington Post (in French). Retrieved March 26, 2018.
  20. ↑ Thévenot, Juliette (September 21, 2017). "Fenty Beauty : voici pourquoi la marque de Rihanna cartonne" ["Fenty Beauty: here's why Rihanna's line is a hit"]. O (in French). Le Nouvel Observateur. Retrieved March 26, 2018.
  21. ↑ Barretto, Jennifer (2017-09-06). "The Beauty Beat: Fenty Beauty is almost here". GulfNews. Retrieved 2018-04-17.
  22. ↑ Blaec, Jagger (September 19, 2017). "Fenty Beauty Is Winning Because Rihanna Delivered What Black Women Have Been Asking For". BET.com. Retrieved March 30, 2018.
  23. 1 2 Cruel, Jessica (March 21, 2018). "'Nude' Is No Longer One Shade Fits All". Glamour. Retrieved March 25, 2018.
  24. ↑ "Fenty Beauty by Rihanna llega a España" ["Fenty Beauty by Rihanna arrives in Spain"]. Elle (Es) (in Spanish). September 8, 2017. Retrieved March 26, 2018.
  25. ↑ Stiegman, Kelsey (March 19, 2018). "Kim Kardashian is being dragged online for her new concealer shade range". Cosmopolitan. Retrieved March 25, 2018.
  26. ↑ "Look Familiar? Twitter Is Roasting KKW Beauty Over Their Latest Fenty Beauty-Inspired Campaign". BET.com. March 14, 2018. Retrieved March 25, 2018.
  27. ↑ Capon, Laura (March 23, 2018). "Benefit is launching a new 'Hello Happy' foundation". Cosmopolitan. Retrieved March 25, 2018.
  28. ↑ Weiss, Angela (November 22, 2017). "How to get your hands on Fenty Beauty's new lipstick on Thanksgiving". Newsweek. Retrieved March 26, 2018.
  29. ↑ Avila Uribe, Lourdes (November 9, 2017). "Red lipstick lovers are going to *need* Fenty Beauty's new lip paint, so make room in your collection". HelloGiggles. Retrieved March 25, 2018.
  30. ↑ Brucculieri, Julia (March 13, 2018). "13 Women-Run Beauty Brands You Need To Know About". Huffington Post. Retrieved March 25, 2018.
  31. ↑ Tarlayan, Gina (March 2, 2018). "Pourquoi on est toutes fans du Stunna Lip Paint de Fenty Beauty ?" ["Why everyone's a fan of Fenty Beauty's Stunna Lip Paint"]. Cosmopolitan.fr (in French). Retrieved March 26, 2018.
  32. ↑ Fasanella, Kaleigh (November 9, 2017). "Fenty Beauty Just Revealed Its New Stunna Lip Paint and We're SHOOK". Allure. Retrieved March 26, 2018.
  33. ↑ Schallon, Lindsay (November 22, 2017). "We Tried Fenty Beauty's Universal Red Lipstick on 7 Different Women". Glamour. Retrieved March 26, 2018.
  34. 1 2 Miranda, Leticia (December 22, 2017). "Here's Why Rihanna Is The Perfect Person To Sell You Red Lipstick". BuzzFeed. Retrieved March 28, 2018.
  35. ↑ "Fenty Beauty launches limited edition product for Rihanna's birthday". The Jakarta Post. February 27, 2018. Retrieved March 26, 2018.
  36. ↑ Fields, Jackie (March 23, 2018). "How It's Done: Rihanna's Glimmering Gold Highlighter". People. Retrieved March 28, 2018.
  37. ↑ Weiner, Zoë (February 21, 2018). "Fenty Beauty Wished Rihanna a Happy Birthday With a New Product For You". Teen Vogue. Retrieved March 26, 2018.
  38. ↑ "Rihanna Rubbing Her New Body Lava on Her Shoulder Is the Hottest Thing You'll See All Day". Cosmopolitan. March 27, 2018. Retrieved March 28, 2018.
  39. ↑ Borovic, Kali. "The Price Point Of Rihanna's Newest Fenty Launch Has The Internet Torn". Bustle. Retrieved March 29, 2018.
  40. ↑ Young, Sarah (April 4, 2018). "Fenty Beauty launch new summer 2018 collection". The Independent. Retrieved April 14, 2018.
  41. ↑ Goldstein, Jessica M. (September 14, 2017). "Rihanna is marketing her makeup to everyone — and it's paying off". ThinkProgress. Retrieved March 30, 2018.
  42. 1 2 Morris, Khalah (December 26, 2017). "How Fenty Beauty Is Leading the Inclusion Conversation for Black Women". OkayAfrica. Retrieved March 30, 2018.
  43. ↑ Brown, Nikki (September 8, 2017). "7 Key Products You Need From Rihanna's Fenty Beauty Line". Essence.com. Retrieved March 30, 2018.
  44. ↑ Ilchi, Layla (October 24, 2017). "Fenty Beauty Earns Third Spot in Earned Media Value". Women's Wear Daily. Retrieved March 26, 2018.
  45. ↑ Thompson, Sonia (November 22, 2017). "Rihanna's Fenty Beauty Earned $72 Million and 132 Million YouTube Views in Just the First Month, Proving Inclusion Is Good for Business". Inc.com. Retrieved March 27, 2018.
  46. ↑ Moscrop, Jade (February 6, 2018). "All 90s kids will relate to the hilarious Fenty Beauty Super Bowl advert taking the internet by storm". Glamour UK. Retrieved March 28, 2018.
  47. ↑ Kalu, Comfort Nnana (February 3, 2018). "Rihanna Releases New Fenty Beauty Super Bowl Ad With Some Controversy". The Source. Retrieved March 28, 2018.
  48. ↑ Simmons, Shea (September 1, 2017). "Who Are The Models In The Fenty Beauty Video? The Internet Is Obsessed With The Campaign's Diverse Stars". Bustle. Retrieved March 28, 2018.
  49. ↑ Tietjen, Alexa (2017-09-09). "Fenty Beauty Model Halima Aden Talks Working for Rihanna". WWD. Retrieved 2018-04-15.
  50. 1 2 Lang, Cady (November 16, 2017). "The 25 Best Inventions of 2017". Time. Retrieved March 26, 2018.
  51. ↑ Thomas, R. Eric (March 15, 2018). "I Was a Male Makeup Virgin Until Rihanna Came Into My Life". ELLE. Retrieved March 24, 2018.
  52. ↑ Sunnucks, Jack (March 16, 2018). "@blameitonkway talks about his insane fenty commercial". i-D. Retrieved March 28, 2018.
  53. 1 2 Muller, Marissa G. (March 15, 2018). "Fenty Beauty's Latest Ad Celebrates Men Wearing Lipstick". W Magazine. Retrieved March 28, 2018.
  54. ↑ Minton, Melissa (March 6, 2018). "Daniel Kaluuya Wore Fenty Foundation on the Oscars Red Carpet". Teen Vogue. Retrieved March 28, 2018.
  55. ↑ Lang, Cady (March 7, 2018). "Get Out Star Daniel Kaluuya Had a Little Help From Rihanna for the Oscars Red Carpet". Time. Retrieved March 28, 2018.
  56. 1 2 Ekall, Patricia (March 7, 2018). "'Black Panther' Star Daniel Kaluuya Wore Fenty Beauty Foundation To The Oscars". HuffPost UK. Retrieved March 28, 2018.
  57. ↑ Gonzales, Erica (March 7, 2018). "Black Panther's Daniel Kaluuya Wore Fenty Beauty to the Oscars and We're Shook". Harper's Bazaar. Retrieved March 28, 2018.
  58. ↑ Muller, Marissa G. (November 30, 2017). "Rihanna Speaks Out Against Brands for Exploiting Trans People as "a Convenient Marketing Tool"". W Magazine. Retrieved March 28, 2018.
  59. 1 2 Brinkhurst-Cuff, Charlie (December 25, 2017). "Why 2017 was the year of the beauty mogul". The Guardian. Retrieved March 27, 2018.
  60. ↑ Mackenzie, Macaela (September 12, 2017). "Fenty Beauty's Foundation Just Called Out Some Major Beauty Bullshit". Allure. Retrieved March 27, 2018.
  61. ↑ "Sephora Is Bringing Shade To The Make-Up Industry". Fast Company. March 6, 2018. Retrieved March 28, 2018.
  62. ↑ Mandell, Janna (November 20, 2017). "Rihanna's Fenty Beauty Named One Of Time Magazine's Best Inventions Of 2017". Forbes. Retrieved March 26, 2018.
  63. ↑ Hellyer, Isabelle (November 20, 2017). "fenty beauty named one of TIME's best inventions of 2017". i-D. Vice. Retrieved March 27, 2018.
  64. ↑ Demopoulos, Alaina (December 7, 2017). "Fenty Beauty Was Just Named 1 of Time's Best Inventions of 2017". POPSUGAR Beauty. Retrieved March 26, 2018.
  65. ↑ Dirshe, Siraad (November 17, 2017). "Fenty Beauty Was Named One of TIME's 25 Best Inventions of 2017". Essence. Retrieved March 26, 2018.
  66. ↑ Darville, Jordan (November 16, 2017). "Rihanna's Fenty Beauty is one of Time's best inventions of 2017". The Fader. Retrieved March 26, 2018.
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