Tom Dougherty, CEO – Stealing Share
24 October 2017
Rihanna’s Fenty Beauty poised for greatness
I am not pretending I know one solitary iota about makeup. What I know is that my wife spends a whole bunch of money on the stuff. She owns an assortment of glosses, shadows and liners on the perimeter of her sink, that in my estimation, could last until the sixth extinction. That said, and all jokes aside, there’s a cosmetics brand catching my eye. Rihanna’s new makeup line, Fenty Beauty.
Listening to a recent NPR segment about the brand, you learn what a typical pain in the neck it can be for women to apply a foundation of the correct skin tone. T.Cooper, a make-up artist who was quoted in the NPR segment, explained that for “Women that are of Afro-Latino, African-American, Afro- Caribbean,” they normally mix a multitude of colors using a putty knife. That, to me, seems like one heck of a costly and lengthy process. Women are calling this mixing ordeal “makeup chemistry”. Sounds more like makeup hell to me.
“For women who spend years as Bob Ross understudies wielding pallets flanked with a litany of foundation shades, Fenty Beauty must feel like the dawning of a new day.”
Fenty Beauty fills a niche in the industry
Rihanna spends over two years working with the beauty developer, Kendo. The brand gained traction immediately, partially due to Rhianna’s celebrity. But more than that, because it offers 40 shades that highlight skin textures and tones. In short, users can stop being chemists and apply colors that look authentic. That’s not nothing considering the lengthy process it now avoids.
The particular meaning of the Fenty Beauty brand becomes a feeling of winning, which is at least a brand development strategy. For women who spend years as Bob Ross understudies wielding pallets flanked with a litany of foundation shades, Fenty Beauty must feel like the dawning of a new day.
A beautician I am not. But I recognize when an branding opportunity has been seized. With Fenty Beauty, Rihanna has done just that, and has gained all of my admiration in the process.
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