How Fenty Beauty Advertising Has Made Them a Top Company in the Beauty Industry

Growing up, who didn't dream of being a superstar?

From the hair and makeup to the killer dance moves, it felt like living the dream. What might seem like an end goal career for the typical person was not the endgame for Rihanna; it might even be deemed her starting point.

Rihanna pivoted from her music career by creating her beauty brand Fenty Beauty, and from its undeniable success is a star of its own. The brand's approach to beauty marketing stands out because it pairs Rihanna's star power with inclusive campaigns, certified to help grow an even larger loyal fan base of both Fenty Beauty and Rihanna herself.

Over the past few years, Fenty Beauty has solidified its name rightfully in the category as a top company in the beauty industry. When it comes to leaving a lasting impression, Fenty Beauty advertising is certain to grab your attention. In a category that long oversaw many skin tones, Fenty proved that inclusive and influencer marketing can change what consumers expect from the entire beauty industry.

Fenty Beauty's Inclusive Culture Changed the Beauty Industry

In today's day and age, it's easy to get caught up in trends and want to stay up to date on them. Yet, what happens when you're the one to set the standard? Fenty Beauty has singlehandedly set the bar for beauty companies across the margin when it comes to inclusivity, especially in relation to shade range.

What might feel like a "trend" to some is a lifestyle and its brand purpose at Fenty. Rihanna has made it clear she wants to create makeup for all the makeup lovers out there and that it doesn't stop at a certain shade or hue.

"More than just makeup, it’s a mission with a vision, serving foundation that puts every tone on the map." - Fenty Beauty

While these efforts for inclusivity are a beautiful thing to see, they also make for great strategy. Fenty Beauty advertising and marketing is not like any other brand; the product array truly speaks for itself. With over 50 shades of foundation, the brand covers all bases ensuring there is something for everyone.

Rihanna Is For the People

Prior to when Fenty Beauty launched, there was nothing like it before on the shelves. For decades, beauty enthusiasts have had to deal with the inconvenience of going to a cosmetic store and not being able to leave with one shade that was true to them. Let's face it, who wants to go through the hassle of mixing shades or risk the embarrassment of wearing one that is too light or too dark?

Rihanna had worked with some of the best companies in the beauty industry, yet still saw an absence of variation of shades for consumers and decided to fill that gap. The star believed that finding your perfect match shouldn't feel impossible, so from there beauty history was soon to be made.

In September of 2017, the Fenty Beauty Pro Filt'r Soft Matte Foundation launched, redefining what inclusion could look like in the beauty industry. With the large selection of shades to choose from, Fenty drew in a very diverse assortment of buyers of different skin tones the product was perfect for. The foundation did so well that they launched a concealer to pair it with two years later.

From the wide selection of shades their products hold, from concealer to even the colors of lip liners, Fenty Beauty advertising can be shown from their products alone.

Social Media's Influence

In the words of Rihanna, "...we're going to run this town tonight," and running the social media game they are. When it comes to posting online and digital marketing, Fenty Beauty is no novice; they've mastered their technique and are doing it well.

From posting on social platforms like Instagram, Facebook, Twitter, YouTube, TikTok, and ole' reliable YouTube, Fenty Beauty advertising and marketing is active and regularly engages with users. The way Fenty interacts with their audience gives them a feel of authenticity that is often hard to find.

In addition to this, the brand often collaborates with influencers on different scales ranging from micro to macro, further pushing their product and brand name in ways that reach new audiences. When the online beauty community sees their favorite influencers using a product and it looks good, a potential new Fenty Beauty lover is created each time the video is viewed.

With influencers like Jackie Aina on your PR list, who has a whopping 1.9 million Instagram followers and is a true OG YouTube beauty girl; you're bound to reach new audiences.

The star-studded lineup of faces to sport Fenty does not just stop at influencers; Rihanna has tapped celebrities like Glorilla for collabs, bringing Fenty Beauty advertising to new heights. In fact, this campaign with the Memphis rapper was the first of its kind. In the spread, Glorilla is styled in Fenty head to toe, involving all four of Fenty's brands: Fenty Beauty, Fenty Skin, Fenty Hair, and Savage x Fenty.

With Fenty Beauty pulling power moves like that, there's no telling what star we will see work with the brand next.

Rihanna's Brand Power

When you think of beauty companies of the past, do you imagine the infamous supermodels they signed to be faces to represent the brand? Well, so do we. However, when it comes to Fenty Beauty, they went about their branding in an entirely different way.

Who better to be the face of the company entirely than the leading lady herself, Rihanna.

If you analyze Fenty Beauty advertising, there is a commonality amongst most campaigns: Rihanna. From commercials to reels, Rihanna is constantly being shown using the new products they are releasing, and at times, even showing how to use them. Not only is this drawing in fans of the superstar, but it's also a tactic used to build brand trust.

Who can blame them though? If Rihanna is using the products, why shouldn't we?!

Some might call it Fenty Beauty advertising, but we'd like to call it the Rihanna effect.

The Innovation and Impact of Fenty Beauty

Fenty Beauty's success can be attributed to a number of things, but there's no denying its innovative complexion products, advertising, creativity, and Rihanna's star power are what catch the world's attention.

From the edgy design of the products and packaging to the skin tones thought of when designing, Fenty's inclusive marketing has truly left a mark on the cosmetic industry. Fenty Beauty highlighted what was missing from many beauty brands: inclusive beauty products that held a diverse range for today's consumers.

With its net worth being over a billion dollars, Fenty Beauty's advertising is not just breaking the beauty industry norms but setting the standard.

🪽 Written by Aiyana Baker