Fenty Beauty is a leading cosmetic brand; Rihana founded the company in 2017. Today, we’ll discuss Fenty Beauty communication strategy or Fenty Beauty marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Fenty Beauty; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.
Products and services of Fenty Beauty
- Skin tone
- Appearance
- Eyelashes
- Eyebrows
- Cleansing
- Skincare
- Personal care
- Lipstick
- Soap
- Shampoo
- Body wash
- Cosmetic products
Owners of Fenty Beauty
- LVMH (50%)
- Robyn Rihanna Fenty (50%)
Statistical facts and figures of Fenty Beauty
- Annual revenue – 477.3 million USD (2023)
- Employees – 200
- Shades – 50
- Market value – 2.8 billion USD
Competitors of Fenty Beauty
- NARS
- ColorPop
- Sugar Cosmetics
- Glossier
- MAC Cosmetics
- Besame Cosmetics
- Sephora USA
- Frequently Asked Questions
- Lolabox
- Tarte Cosmetics
- NYX Cosmetics
- Elf
Fenty Beauty communication strategy would analyze elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Fenty Beauty as follows;
Fenty Beauty Communication Strategy
Let’s discuss the main elements of Fenty Beauty communication strategy or integration marketing communication strategy of Fenty Beauty as brand communication strategy examples; they’re as follows;
Advertising Strategy of Fenty Beauty
I-Inclusion & Diversity
Fenty Beauty offers 50 shades of skin tones catering to the needs of all types of skin tones of women. The company has widened its shade range and offered beauty solutions for all women of color. The inclusive advertisement campaign helped the company to immediately attract the attention of beauty and cosmetics makeup users.
II-Natural & Plant-Based Cosmetics
Usually, cosmetics products are notorious for using hazardous chemicals that are injurious to the skin in the long term. Fenty Beauty offers plant-based completely natural cosmetic products that contain no baking soda, aluminum, and other chemicals. In fact, the cosmetic brand has got its products approved by black dermatologists and various skin specialists. Natural and plant-based product advertising campaign fully complies with the growing environmentally friendly trends.
III-Transparency & Commitment
Fenty Beauty follows a completely transparent advertisement strategy for its supply chain and production processes of cosmetic products. The company has a strong commitment to source material morally and ethically, no exploitation of workers in its production and manufacturing factories, recyclable packaging material, and various other environmentally sustainable practices.
Direct Marketing Strategy of Fenty Beauty
Fenty Beauty has launched various direct marketing campaigns for the promotion of its cosmetics products. Some of them are as follows;
I-Gloss Bomb Marketing Campaign
Fenty Beauty launched a gloss bomb campaign in 2019 comprising multiple influencers and models employing the lip gloss of the company. The focus of the company’s marketing campaign is on diversity and inclusiveness. However, it further strengthens the brand message of the company that beauty comes in all shades, sizes, and shapes.
II-Flyliner Marketing Campaign
Fenty Beauty introduced the flyliner marketing campaign in 2018 by highlighting its liquid eyeliner; where a group of beauticians and models are using it. The campaign name was “Cuz I’m Black” and it focused on the message of black identity and black beauty of empowering women.
III-Body Lava Campaign
Fenty Beauty launched a body lava campaign in 2018 by highlighting Rihanna using the brand’s shimmering body oil in a series of videos. The campaign allowed the company to strengthen its brand image which is willing to go beyond boundaries.
IV-Disruptive Marketing
Fenty Beauty has always employed disruptive marketing strategies for the promotion of its brand and cosmetic products. In fact, the company has challenged the traditional norms and status quo of the beauty and cosmetic industry.
Digital Marekting Strategy of Fenty Beauty
I-Proactive on Social Media
Fenty Beauty is highly proactive on social media platforms. For instance, the cosmetic brand has established a very network of network of approximately more than 13 million followers on Instagram. It shows the increasing influence of the company on digital.
- YouTube – 911K subscribers
- TikTok – 2.6 million followers & 52.4 likes
- Instagram – 12.7 million followers
- Facebook – 1 million
- X Twitter – 799.7K
- LinkedIn – 3K
II-Influencer Marketing
Fenty Beauty collaborates with various social media influencers like Nikkie Tutorials, Jaffree Star, makeup artists, and various micro-influencers. They have a huge fan following and their brand and product endorsement helps the company to target new segments of the customer market. Rihanna’s personal influence, endorsement, and backing further strengthen the company’s brand image.
III-Branded Hashtags
- #FentyBeautyUniversity
- #FentyBeauty
- #FentyFace
These are some of the popular branded hashtags of Fenty Beauty on various social media platforms. While posting content relevant to beauty products, they use these hashtags. It allows the cosmetic brand to set up a beauty community and track the user-generated content.
Sales Promotion Strategy of Fenty Beauty
I-Giveaways and Freebies
Fenty Beauty offers freebies and giveaways on the particulars particular events. It allows the company to keep trending its quiz and brand contests and remain active in social media posts and activities. For instance, the giveaway contest earned roundabout 500K impressions and thousands of likes, comments, and user-generated posts. The message reached millions of people.
II-Affordable Luxury
Fenty Beauty offers high-quality luxury beauty products to customers at an affordable price. The company employs multiple distribution channels to make its beauty products available to customers. However, the combination of luxury and inclusive elements helped the company maintain a luxury brand image and make its products accessible to the global audience.
Public Relations Strategy of Fenty Beauty
The public relations PR strategy of Fenty Beauty focuses on inclusiveness, diversity, transparency, and sustainability. An open and clear brand PR strategy helped the company to achieve a global acceptance rate in a very short time. However, the brand engages in moral, ethical, socially, and environmentally sustainable practices that help the company build and maintain a healthy positive brand image.
Personal Selling Strategy of Fenty Beauty
Fenty Beauty partnered up with various beauty brands to amplify its distribution network. It helps the company to make its products available to customers in various stores across the world. Customers could touch and experience the brand’s beauty products physically while shopping.
Conclusion: Fenty Beauty Marketing Communication Strategy | Fenty Beauty Integrated Marketing Communication Strategy | Brand Communication Strategy Examples
After an in-depth study of the Fenty Beauty communication strategy; we have realized that Fenty Beauty is the world’s leading cosmetic beauty brand. If you are learning about the Fenty Beauty integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
