A New Elaborative Success Case Study on Rihanna’s Fenty Beauty Reveals Secrets of the Brand’s Grand Success


Published on : Nov 20, 2018

Albany, New York, November 20, 2018: Market Research Hub (MRH) has added a new study that focuses on the rise of Rihanna’s cosmetics brand – Fenty Beauty to its repository. The study entitled, “Success Case Study: Fenty Beauty - Rihannas make-up line embraces diversity” offers in-depth information about the factors instrumental in the success of the brand, which can help industry players to learn from the winning policies.

The study compares growth parameters of Fenty Beauty with its competitors including other cosmetics brands owned by celebrities, such as Kylie Cosmetics by Kylie Jenner. A thorough analysis of the success story of Rihanna’s Fenty Beauty can help cosmetic product companies to improve the chances of introducing successful cosmetics in the market.

According to the study, the Time Magazine named Fenty Beauty by Rihanna "Invention of the Year" in 2017 as it was launched in September 2017, and as a result of which, its revenue increased 5x higher than that of its leading competitor brand – Kylie Cosmetics, in the month it was launched. The study finds that Rihanna’s powerful celebrity status is not the only factor triggering the sales and boosting its revenue. It reveals all the other important macro and microeconomic factors that conduce to the remarkable growth of the cosmetics brand.

Growth of Fenty Beauty is giving rise to some of the most powerful trends in the fast-moving consumer goods industry, and the MRH study gives readers access to all the valuable strategic take-outs that can help them in making appropriate decisions while launching a new cosmetic product.

Fenty Beauty – the cosmetics brand – has satirically gone against notions of “the ideal woman” to evolve the definition of a “beautiful woman” through its innovative advertising and PR campaigns. The tagline of Fenty Beauty – ‘Beauty for All’ – itself is an emotional trigger, as it clarifies that women of different ethnic backgrounds can use these products. The study finds that the range of target consumers for Fenty Beauty is not just limited to the color of women’s skin, as positive reviews from albino women further expand its consumer base.

The study also analyzes the commercials and advertising campaigns by Fenty Beauty, which feature women of all colors, and this can help other industry players to gain a broader idea of how these marketing strategies are contributing to the brand’s success. The study elucidates how Fenty Beauty’s leading strategies are impacting the cosmetics industry, which can help new entrants to adopt successful business strategies while launching new products in the market.

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