The Difference between Fenty and

existing companies.
 Fenty was an instant smash hit because they excelled at doing what
other beauty brands have been struggling with and that is
CONNECTING WITH REAL PEOPLE.
 Compared to other cosmetics companies in just 40 days on the
market, Fenty did 100 $ million sales.
 Fenty success is attributed to the power and popularity of Rihanna.
 Fenty dedicated themselves in marketing to all aspects of skin tones
of women around the world.
 Fenty is also the first to make affordable shades of makeup of wide
range of skin tones
 Fenty Beauty: catering to consumers value.
• Fenty markets their brands to the values align to their customers. Whereby customers are
able to match Fenty cosmetics with lightest or darkest toner to satisfy their own
preferences.
• Fenty launch campaign material that showcased a diverse range of skin tones to their
consumers. Hereby Fenty is clearly emphasizing their main focus is on all diversity of skin
tones .
• Fenty Market their product through the use of social media and hereby using also the one
and only Rihanna make up video to cater to their consumers. All these try Fenty
Cosmetics video have gone viral on multiple social media
• Fenty slogan is “Beauty for all” and it’s clear they aren’t tokenizing people of color and
they are treating this slogan to integral to the company's product image and customer
base.
• Fenty has a consumer-brand relationship and engages with their consumers.
• Fenty promotes on their website hits such as tutorial videos and vlogs uploaded to
YouTube every day these also feature major beauty influencer like Rihanna and Jackie
Aina.
 Benefits for a company that focus on
consumers value.
• It’s consumer oriented their consumer is first
priority through social media they release
their new cosmetics
• It’s cosmetics is for all skin tones of all types of
diversity
• It’s brand is affordable and is a good quality
• It’s brand is not animal tested and are animal
friendly.