Fenty Beauty- Marketing Analysis Pitch
The overall objectives are to enhanace brand image, implant information and additude reguarding Fenty, and advertise as a luxury item. To enhance brand image, Fenty will expand inclusivity of gender by utilizing male and transgender models for media usage. Imlanting information and additude is done by connecting with several social media influencers to promote the brand. Selling as a luxury good requires the brand to be promoted as a high-end with voices of Rhianna and Louis Vuitton Moët Hennessy.
Strategic planning requires a minimum of 40% males shown of all pictures on the website that supports authenticity of the brand, preforms the complete selling function and enhances brand image of males with interests in the beauty industry. Also, sending product and a gift voucher to several make influencers with 90,000+ followers on Youtube renders a boost in overall quality and approval rates, aiding in a value-added relationship. Conducting pop-up events and meet n’ greets with an appearance from Rhianna and other influencers will enable immidate sales and should expect sellouts at the event. Thus, creating a buzz in the direct community.
The advertising message supports the existing message of inclusivity with the campaign empisised on gender, while reiterating quality in product and design with good reviews of the brand/products in social media through influencers. Also, Rhianna’s appearances will aid in emotional appeal as Fenty can show appreciation for its fans.
Feeding the world, Fenty beauty is internationally known and thriving. However, demonstrated in this campaign, hypothesizing Fenty targeting young males of 15-24 years of age with an interest in health and beauty could render an actual consumer segment they should tap into.
These Fenty users, often found in social settings, are often found attracted to influencers on social media platforms such as Instagram and YouTube vloggers. Often, they need reassurance and feel pressure as a teen. They like to maintain a high skin care regimen and seek out attention as experiencers and strivers.
Unlike any other brand, Fenty stands for inclusivity in their variety of different shade options. Other brands have since adopted this, like Lancôme’s Teint Idole Ultra Wear Foundation. However, they just cannot compete with Rhianna’s line in the initial reformation of the beauty industry. Producing this, she teamed up with Louis Vuitton Moët Hennessey in collaboration-- one that not even influencer Jeffree Star can diminish. With brands since coming out with their campaigns for inclusivity, being second or third only is seen as a copycat of Fenty and isn’t as effective.
Loyalty segments of brand loyalists would be the perfect target as influencers on social media play a huge role for the beauty industry. Once they switch, they will become regular buyers, and become heavy users of these products. OBL’s would then follow influencers and purchase semi-regularly.
Social media platforms will be the most targeted mediums for Fenty users. Airports and gym clubs are secondary platforms to advertise in.
