Cross Cultural

Management:

Submitted By:
 Abdul Rauf
 M. Jabbar Khan
 Hamza Sunny
 Uzair Ali Khan
 Nasrullah Khan

Submitted To:
Sir Kamil Hussain

Date:
22 March 2020.
Cross Cultural Ad of Fenty Beauty:
According to Nielsen, 21 of the 25 most populated counties in the United States
are already majority multicultural, meaning that they include “numerically
significant pluralities of traditionally minority populations, or are already majority-
minority.”

How Fenty Beauty is doing Cross Cultural Advertisement?

The first time showed the Fenty Beauty campaign trailer internally, a room full
of business leaders, got very emotional. It was the first time underrepresented;
underserved women and cultures were featured in a global prestige beauty
campaign.
From the beginning, our founder Rihanna was very clear that absolutely no one
was to be excluded. Her vision of “Beauty for All” became our marketing
mission.
Fenty Beauty first launched with 40 beautiful shades of foundation and today we
have 50.
Rihanna is a cross-cultural icon. The Barbadian pop star embraces her Caribbean
roots while successfully crossing over and embracing American culture. With the
release of her “Beauty for All” collection, Rihanna offered products for every skin
tone with a range of 40 foundation shades, even including a shade for people with
albinism.
The release of the brand was well received by consumers who previously felt
ignored by major beauty brands. The marketing for the launch included a variety
of models of every ethnicity. Fenty Beauty embraced the differences of various
ethnicities but recognized that all women want quality beauty products. It
avoided soloed multicultural marketing and created an inclusive beauty line that
considered beauty preferences across cultures.