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Be Fenty Fabulous: Lessons from the Reigning Share of Voice Queen of 2022

Updated: Jul 22, 2023


In the vast and ever-changing beauty industry, few brands manage to reach the heights of global recognition and admiration. One brand that has defied the odds and soared to unparalleled success is Fenty Beauty. Established by the multi-talented singer, actress, and entrepreneur Rihanna in 2017, Fenty Beauty has quickly become a frontrunner in the cosmetics realm. Fast forward to 2022, and Fenty Beauty emerges as the undisputed leading celebrity makeup brand in both the United States and the United Kingdom, boasting a staggering 25.7% share of voice lead. Behind this monumental achievement lies the brand's ingenious integrated social and PR strategies, combined with its killer social media playbook.

*The Fenty Phenomenon*

Fenty Beauty's meteoric rise can be attributed to several key factors that set it apart from the competition. From its inception, Rihanna had a clear vision for the brand - to create an inclusive and diverse line of beauty products suitable for people of all skin tones and types. In an industry that often struggled with representation, Fenty Beauty took a bold step and launched a groundbreaking 40-shade foundation range. The move to release a breadth of foundation shades, resonated with consumers, igniting a wave of excitement and loyalty from individuals who had previously been underserved by traditional beauty brands.

*The Power of Integrated Social and PR Strategies*

At the heart of Fenty Beauty's success lies its powerful integrated social and PR strategies. Understanding the importance of engaging directly with its audience, the brand leveraged social media to its advantage. Fenty Beauty capitalized on Rihanna's immense following on platforms like Instagram and Twitter to generate buzz and curiosity around its products. The brand's strategic use of influencers, beauty gurus, and celebrities helped create an aura of authenticity and trustworthiness.

Additionally, Fenty Beauty skillfully intertwined its PR efforts with its social media campaigns. Collaborations with prominent figures and brand partnerships, exclusive product reveals, and well-coordinated press releases became hallmarks of the brand's approach. By marrying these strategies, Fenty Beauty was able to maintain a consistent narrative across different channels, reinforcing its position as a must-have beauty brand.

*Killer Social Media Playbooks*

Fenty Beauty's social media (Instagram, TikTok, and Twitter) playbooks are undoubtedly a sight to behold. The brand demonstrated unparalleled creativity and innovation in its content, keeping its audience captivated and eager for more. From stunning visuals and interactive posts to relatable captions and engaging stories, Fenty Beauty mastered the art of cultivating an online community that felt personally connected to the brand.

Likewise, the brand's strategic use of user-generated content (UGC) and its amazing community engagement allowed fans and customers to become part of the Fenty Beauty story. The brand generated a vast library of authentic content and conversation by encouraging consumers to share their experiences with Fenty Beauty products through hashtags, challenges, and within comment sections. This not only strengthened customer loyalty but also expanded the brand's reach to new potential customers.


million video views for Fenty Beauty's Roblox campaign

Additionally, the brand's ability to authentically tap into culture and embrace new digital platforms to reach new audiences. The brand launched its first campaign with the gaming platform Roblox in late June. Gamers will have the ability to experience the Fenty Beauty + Fenty Skin world virtually. To announce the partnership, the brand launched a social campaign to its 16.1MM followers across Instagram and TikTok ranging in 2.4M video views.

Source: Instagram
Source: TikTok

Finally, the brand continues to push boundaries and disrupt the status quo with brand partnerships or pseudo-partnerships. Instead of plastering a Barbie logo on Fenty products, Fenty got in on Barbie's hype by releasing a limited edition Velvet Liquid Lipstick in the iconic Barbie pink and dubbed it "Pink Limo Scene" a week before the movie's big opening weekend. Of course, social content followed to promote its release with Fenty Girl in a Fenty World content garnering 6.2MM video views across Instagram and TikTok in just 9 days.

*Inclusivity: A Driving Force*

One of the pivotal aspects of Fenty Beauty's triumph was its unwavering commitment to inclusivity. In an industry known for its history of exclusionary practices, the brand's celebration of diverse beauty and empowerment of all individuals became a powerful statement. Fenty Beauty's marketing campaigns featured models of different ethnicities, skin tones, and body types, making consumers feel seen and valued. This genuine dedication to inclusivity resonated profoundly with a broad spectrum of consumers, establishing Fenty Beauty as a symbol of progress and change within the beauty landscape.

Rihanna's brainchild is capturing the hearts of beauty enthusiasts worldwide, and brands large and small can take a few pointers from the brand. The brand's killer social media playbook set new standards for engaging content and community building, creating a loyal customer base that feels personally connected to the brand's journey. As we look toward the future, Fenty Beauty's reign seems set to continue, inspiring other beauty brands to embrace and hack the system as well as disrupt the status quo.

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