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All Rights Reserved. And crossing over to the food and beverage industry or coming up with other unexpected ideas is one of the shortcuts for fashion brands to further broaden their audience reach. In the year and a half since she launched Fenty Beauty, her first venture with LVMH, Rihanna has demonstrated the formidable popularity of her … When it comes to make up, I always love to experiment different things. From the Kardashians to Gwyneth Paltrow, famous faces have been adding their names to brands in the hope that their star power will help boost growth and revenue. Youre lucky if you have a friend abroad who can hoard on your Fenty Beauty is particularly notable in its dedication to having a product range that is inclusive of all skin tones and types, finding a market gap and consumer base that was woefully underserved. Many fashion brands are realizing that partnering with brands such as fast food chains, household snacks or street drink brands is increasingly beneficial. Even more, it will solve the marketing pain point of benefiting from “diverse” cultures in the Western market but not in China. Fenty Beauty isn't just another celebrity beauty brand — Rihanna's makeup line debuted a month ago but is already changing the beauty industry. Leveraging social media to solidify the young consumer market has always been a key strategy for HEYTEA. Fenty Beauty -- notable for featuring 40 different shades of foundation to accommodate different skin tones -- racked up $27 million in earned media value within just one month of launch. Here, we round up the top 5 reasons. Please turn it on so that you can experience the full capabilities of this site. Co-branding HEYTEA collaborated with many brands from the fashion, cosmetics, music and food industries, including AAPE, White Rabbit, QQ Music, and Fenty Beauty. Untreated concrete with graffiti offset by cocoa nude lacquer, acrylic and metal work harmonises to create a decidedly ambiguous look – raw and industrial yet sleek and refined at once. Barbadian superstar Rihanna’s eponymous cosmetics brand Fenty Beauty has been at the forefront of the cosmetics industry since its launch in September of 2017. In fact, Fenty Beauty’s collaboration with HEYTEA is not an exception. Its product promotion has always been highly dependent on word-of-mouth among consumers. On May 2, HEYTEA announced the official return of one of its most popular drinks “芝芝桃桃” (cream cheese and the peach), along with Fenty Beauty Cheeks Out blush and a limited edition makeup bag. Fenty Beauty by Rihanna was created with promise of inclusion for all women. More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. A full-service boutique agency, Established offers architectural, graphic and product design with a track record of creating highly-successful, global brands for a 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.’ Fenty … Because such a marketing activity can bring closer the brand with customers, engage them more directly and thus explore the potential of a new market. Rihanna’s beauty line, Fenty, finally launched on September 8 and has received rave reviews. Founded in 2016, HEYTEA is a Chinese bubble tea chain brand which has received widespread popularity among young people. Established was set up in 2007 by Sam O’Donahue and Becky Jones. The milk tea brand has become extremely popular Fenty Beauty (stylized as FEИTY BEAUTY) is a cosmetics brand launched in September 2017 by the singer Rihanna. © That same inclusivity ethos is found in her new beauty care brand extension, Fenty Skin, but innovates in an area that still proves a challenge to the industry as a whole— sustainable packaging. Fenty Beauty by Rihanna “Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. FENTY BEAUTY BY RIHANNA (フェンティビューティー)は、リアーナがプロデュースするコスメブランドです。 There used to be a time here in the Philippines when Fenty, Kylie, Glossier, and The Ordinary, among other beauty brands can only be purchased online. “It should never feel like pressure. With more than 90 products released in 17 countries, Fenty Beauty has established itself as the new “It” girl of beauty brands. HEYTEA-related content on social medias such as Weibo and WeChat is often published autonomously by millennial consumers, rather than being driven by celebrity endorsements or physical advertising. Fenty Beauty products are designed to feel lightweight, even as they deliver buildable coverage that effortlessly layers, to ultimately “make skin look like skin.” Most importantly, Rihanna creates makeup to inspire: “Makeup is there for you to have fun with,” she says. This is a carousel with multiple product slides. You might also like: https://valuechina.net/2020/05/04/in-depth-introduction-to-5-main-chinese-digital-platforms/ In-depth introduction to 5 main Chinese digital platforms. Contextualising Rihanna isn’t easy – which meant the role of creating the branding for her first fashion house had to be handled by the experts. All the latest product drops, limited offers, in-store event info—straight to your inbox. Fenty’s Playground invited Rihanna’s navy of fans and influencers to join her in an electrifying live immersive experience, to produce the beauty film together, and in real-time. I wanted everyone to feel included. THAT'S THE REAL REASON I MADE THIS LINE. The brand has obviously gotten people very excited, and fans are engaging with its content in a massive way. document.write(theDate.getFullYear()) Rihanna turned the beauty industry on its head when she launched her Fenty Beauty line with LVMH in September 2017, starting with a foundation range of … Contact us for more insights and solutions, Fai clic per condividere su Facebook (Si apre in una nuova finestra), Fai clic qui per condividere su LinkedIn (Si apre in una nuova finestra), Fai clic qui per stampare (Si apre in una nuova finestra), https://valuechina.net/2020/05/04/in-depth-introduction-to-5-main-chinese-digital-platforms/, In-depth introduction to 5 main Chinese digital platforms, La domanda di caffè spinge McDonald’s ad investire in Cina, Come le donne stanno cambiando il consumo del vino in Cina, Alibaba nuovo record di vendite durante il Singles Day. The two further released an “Early Summer Peachy Makeup” campaign on Weibo, which was quickly followed by a heated discussion. Fenty Beauty’s tweets go viral a lot.By using meme culture to its advantage, it has managed to create engagement like never before. I WANTED EVERYONE TO FEEL INCLUDED. GLOSSY POSSE: HOLO'DAZE EDITION MINI GLOSS BOMB COLLECTION, TWO LIL STUNNAS MINI LONGWEAR FLUID LIP COLOR DUO, PRO FILT'R MINI INSTANT RETOUCH SETTING POWDER, HYDRATING COMPLEXION ESSENTIALS WITH BRUSH, PRO FILT'R CONCEALER ESSENTIALS CUSTOM 2-PC SET WITH BRUSH, STUNNA BOSS NUDES LONGWEAR FLUID LIP COLOR TRIO, STUNNA BOSS BOLDS LONGWEAR FLUID LIP COLOR TRIO, SNAP SHADOWS MIX & MATCH EYESHADOW PALETTE, HYDRATING + SOFT MATTE COMPLEXION ESSENTIALS WITH SPONGE, MATTIFYING COMPLEXION ESSENTIALS WITH SPONGE, PRO FILT'R CONCEALER ESSENTIALS CUSTOM 2-PC SET WITH SPONGE, STUNNA NEW YEAR HIGHLIGHTER + LIP SET: LUNAR NEW YEAR EDITION, By subscribing to Fenty Beauty + Fenty Skin Text Alerts you consent to receive a varying number of marketing messages via automated technology and agree to the, Operating hours are from 7am – 2am EST, 7 days a week, excluding holidays. In September 2017, working with Kendo, the LVMH group’s incubator for beauty brands, Rihanna created her makeup range, Rihanna’s Fenty Beauty. So, why was Rihanna’s Fenty Beauty endeavor so successful? This personalisation in the branding carries through to the line’s name as well; Fenty is Rihanna’s surname (her full name is Robyn Rihanna Fenty, for those wondering). Finding space in a crowded retail market and capturing the attention of young consumers is the magic of co-branding. var theDate=new Date() Kendo Holdings. Youre lucky if you have a friend abroad who can hoard on your behalf. In short, that’s completely bananas. “Beauty for all” has been the mantra for mega-celebrity Rihanna’s cosmetic line, Fenty Beauty.And now, with Fenty’s recent Asian retail expansion, as well as a new local influencer strategy, Rihanna’s cosmetic brand appears to be keeping its marketing promise in China, the second-largest makeup industry in the world. Fenty Beauty’s ProFiltr foundation has 40 shades, the most of any brand at the date of Fenty’s launch. Browse our foundation line, lip "FENTY BEAUTY WAS CREATED FOR EVERYONE: FOR WOMEN OF ALL SHADES, PERSONALITIES, ATTITUDES, CULTURES, AND RACES. Racking up sales north of $100 million in a matter of weeks, Fenty Beauty was hailed as a transformative brand. Last December, luxury fashion brand Alexander Wang co-branded with McDonald’s China to launch a limited edition picnic basket priced at RMB 5888 and 30,000 co-branded bags that were quickly snapped up. Fenty Beauty started when Rihanna saw a gap in the industry for products that worked for all skin types and tones, and in-line with her … Use Tab to navigate the content. According to the “2019 China’s Most Popular Tea and Beverage Brands Top 30″ report released by NCBD, the popularity index of HEYTEA reached 78.4 points, ranking 1st on the list. The company – which is owned by Rihanna – launched in 2017 with a 100% digital campaign, largely geared around Instagram and influencer content. Singer Rihanna’s new Fenty Beauty, in my generally cynical view, delivers on its hype. She’s the beauty fairy godmother we’ve been waiting for. Many fashion brands are realizing that partnering with brands such as fast food chains, household snacks or street drink brands is increasingly beneficial. How Fenty Beauty Is Winning the Media Impact Race During the month of January, Fenty Beauty racked up a total MIV of $96.2 million , with Anastasia Beverly Hills and Too Faced following at $72.3 million and $65.4 million respectively. Fenty’s digital launch No brand has had a bigger impact on beauty in the last couple of years than Fenty. Rihanna: Creator of Fenty Beauty & Branding Queen Everyone has heard the name Fenty. Rihanna fans, beauty critics, and bloggers all seem to widely approve of the line of products. While other brands struggle to be inclusive, Rihanna did it right out of the gate. By the end of the campaign, it has received 18 million views and 32,000 posts. On the 8th September 2017, world renowned Rihanna launched her first beauty line: Fenty Beauty, which turned into one of the most successful social media launches to date. Fenty’s Playground invited Rihanna’s legion of fans and influencers to join her in an electrifying live immersive experience to produce the beauty film together, in real-time. The Fenty brand aesthetic is fresh, edgy and urban but with an air of femininity, and so the retail environment needed to reflect and amplify these design codes. Fenty Beauty products were teased online for months on Rihanna’s personal social medias including twitter, Facebook and Instagram before the official campaign launched on September 1st 2017. When Rihanna announced her new beauty brand, Fenty, in 2017, many could be forgiven for thinking it would turn into just another celebrity-backed brand. Fenty Beauty is at an astounding 10.41%. In fact, Fenty Beauty’s collaboration with HEYTEA is not an exception. Alongside the visual identity, Commission designed the complete packaging suite and garment branding for Robyn Rihanna Fenty's eponymous fashion house FENTY. There used to be a time here in the Philippines when Fenty, Kylie, Glossier, and The Ordinary, among other beauty brands can only be purchased online. Your browser's Javascript functionality is turned off. The hype is real and Riri is feeling (and 1. It generated revenues of about 500 million … Rihanna was 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. Therefore, co-branding with HEYTEA is aimed to help Fenty Beauty to gain consumers’ curiosity and attention among young generation. This year, co-branded shoes launched by Crocs and KFC , co-branded biscuits released by Supreme and Oreo’s were both beloved by Chinese consumers. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. Enter search text and submit search, or view filtered content below. Inclusive products and branding. About Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. Use the Next and Previous buttons to navigate through the slides, NEW SETS WITH EXCLUSIVE SHADES—PERFECT FOR THE HOLO’DAZE, FEATURING LIMITED-EDITION,SET-EXCLUSIVE SHADES, GLOSSY POSSE: HOLO’DAZE EDITION+ TWO LIL STUNNAS. In a recent YouTube video posted to the Fenty Beauty By Rihanna account, Rihanna talks about how her love for makeup, that inspired her to create her own makeup line: This story carries through her personal brand to Fenty Beauty, adding authenticity and character to what is essentially a pure business venture. “It’s only right that I call it somet… Rihanna gave the beauty industry a run for its money when she launched Fenty Beauty in September 2017. Find a Unique Selling Point SHARE YOUR PHOTOS HERE OR TAG #FENTYBEAUTY AND @FENTYBEAUTY ON YOUR INSTAGRAM POST FOR A CHANCE TO BE FEATURED BELOW! Why Fenty Beauty is an Important Lesson in Authentic Branding Beauty Editor Souzan Michael and writer Anne T. Donahue discuss why Rihanna's Fenty Beauty is already way more than a celeb makeup line. Whether it's the lingerie brand or the make up brand, both are owned by the Branding Queen, Rihanna. 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