Fenty 4 You
Brand Activation
At a glance:
The Ask: Create a brand activation campaign that will drive engagement and awareness, but also enable a personal connection between consumers and Fenty Beauty
The Insight: "I want to feel like myself when I wear makeup. I just want to amplify my beauty and confidence as ME."
Our Objective: To increase awareness of Fenty Beauty as the top-of-mind brand for inclusive makeup
Our Strategy: Fenty Beauty gives you the shade that’s true to you.
Fenty Beauty Overview
Fenty Beauty was created by Rihanna & launched in 2017 with 40 foundation shades available, turning the makeup industry upside down. Fenty Beauty now has over 50 shades available to consumers. The brand is not the first company to include shades for people of color, but it’s the first to include all shades.
Let's first find out how consumers are feeling.
Focus Group Interview
When we asked participants what was the first word that came to mind when they thought of "makeup," they responded with:
But, what problem was our consumers facing?
Finding the makeup that suits their skin is harder than it should be. It’s an experience that alienates them from their body.
And what advantage does Fenty Beauty have?
Fenty Beauty offers 58 foundation shades!
Insight:
"I want to feel like myself when I wear makeup. I just want to amplify my beauty and confidence as ME."
Strategy:
Fenty Beauty gives you the shade that’s true to you.
✨ Presenting....
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Let's take a look inside!
We wanted to combine our consumers’ love for makeup with their desire to feel more like themselves through makeup by creating an unforgettable, immersive in-person experience. Take a tour below to see what the experience would look and feel like, and what consumers could do if they weren't able to make it in person.
And finally, to help drive foot traffic, we would plan special Meet & Greet events with none other than Fenty Beauty's founder, Rihanna! The location of each meet & greet would be kept a secret, so consumers would be incentivized to come in person to the pop-up shops in case it was their lucky day to meet Rihanna.
