FENTY

Founded in 2017 by singer Rihanna, FENTY Beauty has made a significant impact in the world of beauty.

Insights

Being a black Caribbean woman, Robyn Rihanna Fenty grew up with the struggles that many ethnic girls go through. The lack of diverse tones in fashion and beauty is a disgrace, and a face palm moment considering we are a modern world that prides ourselves on being...well modern. I believe this brand is trying to give back to the community that has always been a sideline in terms of brand targeting. This is also the community that has always supported Rihanna herself. The brand is all about DIVERSITY, EQUALITY and INCLUSIVITY. Rihanna uses her name and influence to make a change in order to develop her brand, as well as the beauty world. This includes her charity work (that surprisingly hardly anyone has heard of) with the Clara Lionel Foundation, giving children in poverty the right to education.

Innovation

"Beauty for all" is the slogan for the brand. And in this one case, a brand actually means it for a change. Their makeup range is for people of every colour, and when they say every colour they mean EVERY colour. I have never seen such a diverse range of foundation and concealer shades. At this point (March 2018) there are forty shades, and apparently the brand are working on more.

This shows the diversity and inclusivity that the brand prides themselves on. It also champions being creative and maximal. Using makeup as a weapon, not as armour to protect themselves. FENTY due to this push forward in diversity within makeup it grabbed a spot in the list for Harper's Bazaar Innovation of the year 2017, and Times Best Invention of 2017 . It wasn't just the diversity and inclusivity in terms of race and skin tone, it was also partly because, in terms of a higher end product, it's affordable and good quality (Foundation can be bought at Harvey Nichols for £25) The main game changer was the innovation in terms of ethnicity. Girls, Boys, Women, Men, any gender of colour find it hard to get their actual skin tone; FENTY allows them to do that.

Media and the Brand

It's main social media base is in Instagram @fentybeauty. Here is were most of their campaigns are seen and spread throughout the world. It also is their main platform to champion and promote fans creations using the makeup. On top of this is showcases Rihanna's favourite looks to create with what you can buy- this is their best way of persuading their audience to purchase (well if it looks good on Rihanna, it should look good on me?) Another way they use their instagram is to alert and notify those following on restocks. This is immensely important as FENTY sells out very quickly online, and hardly any shops sell it. Unless it's Sephora or Harvey Nichols, but yet these still are hard to access in certain areas of the world.

Editorial pieces are also shown on the instagram, revealing the high camera quality of the products. This is how I see it. If Rihanna can use it on the cover of ELLE magazine, this shows her trust in her own brand. Even though there is probably photoshop in places, it still looks so so good. Good enough for my instagram- said the girl who just purchased her foundation.