Why purchase makeup from a brand who doesn't even have any representation that looks like you? The brand also posts reports from customers wearing and using Fenty products on themselves. The marketing mix strategy elements were thoroughly discussed, and three out of five communication mix strategies will be implemented and the suggested campaign. This beauty giant also utilizes makeup experts, different models, and real people from different ethnicities and orientations to promote its products. SammutBonnici, T., & Channon, D. F. (2015). The brand made a world-class partnership with the LVMHs Kendo Beauty opening a wide distribution channel in the domestic market (Indigo9 Digital Inc., 2019). View this and more full-time & part-time jobs in San Francisco, CA on Snagajob. Unlocking the power of integrated marketing communications: How integrated is your IMC program? She usually brings a level of fun to the beauty brand, making it attractive to its youthful audience. Fentys success on YouTube can also be attributed to the brands channel. This is a great strategy for a brand that offers a lot of products. Many undertones, such as olive ones like mine, were also underserved in beauty. By creating an innovative product that broke the glass ceiling, they were able to grow faster than any other beauty brand in their space. First, they sent an email, with Youre officially a part of the Fenty Squad! as the subject line. In this work, a strategic marketing plan for the Fenty Beauty skin foundation will be proposed, and the implementation of the integrated marketing communications (IMC) approach will be discussed. Ahmady, G. A., Mehrpour, M., & Nikooravesh, A. It didn't matter if something had never been done before, the goal was to try and fail and learn from the experienceto be different is the biggest risk a new company can take. One day after, they sent the email Its Cyber Week, baby! The idea was for her company to push boundaries and do things differently. If the product develops and achieves a higher amount of sales, it will be necessary to start controlling public relations. Factors to be considered when selecting a Celebrity endorser. Focus on Fenty Beauty email Marketing Strategy At Panoramata, we use various data points to assess the quality of an email: for instance, spam score, subject length, email size and many others. Procedia-Social and Behavioral Sciences, 230, 455-462. They started the announcement with this email Cyber Week Early Access: 30% OFF SITEWIDE. Today, there are brands out there with a larger amount of foundation shades available, so why is Fenty Beauty different from any other beauty brand? Web. The relationship between mission statement and firms performance. First, they sent the email You forgot something.. For the strategic plan proposed, it is most advantageous to reject personal selling and direct marketing. Hinted at in its "beauty for all" tagline, Fenty offers products in 40 shades for each and every skin tone and undertone meaning its target audience is quite all-encompassing. Thus, coordinating these two groups becomes easy because they do not interfere with the activities of one another. Customized products are the ones made based on customer needs. How do foreign exchange rates affect a business. Thus, it is prominent to indicate that people suffering from oily skin complications can use the proposed product. The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. Many undertones, such as olive ones like mine, were also underserved in beauty. BusinessEssay. This process is directed at sustaining harmonious relationships between the clients and the corporation (Naumovska & Blazeska, 2016). https://business-essay.com/fenty-beauty-skin-foundations-strategic-marketing-plan/. Aprivate communitywhere young women in marketing network, collaborate, and support each other. The brand encourages its customers to make use of the hashtags to post their content when they make use of Fenty Beauty products. The brand is also known for partnering with several social media influencers. Header Image Source: Photo by Jazmin Quaynor on Unsplash The product devised can be used by individuals at home and large corporations providing treatment to their clients, contributing to the substantial purchasing power. They use colloquialized terms across social media channels and interact with consumers far more often than any other brand. The associated risks such as loss of parcels along the way, late deliveries, delayed deliveries are all examples of risks in the cosmetics market and Fenty beauty has put across measures that ensure the risks are controlled in advance. Normally a launch does not include the entire range of colors. Fenty's success, however, stems deeper than just her. December 1, 2022. https://business-essay.com/fenty-beauty-skin-foundations-strategic-marketing-plan/. It helps to stay top of mind with their customers regardless of time zone. BusinessEssay. The host markets brand development is used to represent beauty by associating it with other reputable brands. The latest news, articles, and resources related to ecommerce growth marketing, sent to your inbox monthly. 1. The day after that, they sent another email reminder P.S. It also helps that Fenty Beauty products have distinctive names. 4.2.1 Fenty Beauty Marketing Analysis 34 4.2 Huda Beauty and Fenty Beauty social media and how consumers respond to them? International Journal of Management, Economics and Social Sciences, 5(2), 35 56. Let's connect! Some products are best supplied to the users directly while some require intermediaries. Emails arrive to your inbox mostly on Tuesday (19%) & Monday (15%), mostly at 3pm (53%). Retrieved from https://www.tandfonline.com/doi/abs/10.1080/09585192.2017.1416653. Of course, this is something that you need to test again and again to see what will work perfectly for you. The other aim is strengthening the share by offering comparatively lower prices, which may end not bringing profit but improves the market share by fighting competition, shortening the payback period, and preventing new entry. From a general perspective, the following are the factors impacting channel management. Her vision of "Beauty for All" became our marketing mission. At the time, there wasn't a brand that truly reached everyone from the lightest skin to the darkest. Fenty Beauty is famous for its vast inclusivity across different sex and skin tones, the most popular is Pro Filt'R foundation. Organizational structure. Keywords International marketing strategy, celebrity, social influencer, cosmetic brands, social media . Journal of Relationship Marketing, 8(2), 103-126. Globally sourced clean ingredients: Fenty skin. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. Weinstein, A. T. (1994). Having traveled across the globe during her career, Rihanna made it possible to source ingredients globally like vitamin C-rich Barbados cherry combined with the clinically acknowledged skincare components (Kendo Holdings, 2020). Many celebrities have their own product lines but few change an entire industry. Please note: 440 Industries is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com. Web. https://corporatefinanceinstitute.com/resources/knowledge/economics/variable-cost-plus-pricing/, Gulyi,A. However, due to the fluctuations in the host currency, the interest rates will be low, and the Canadian dollar value might be low. CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. The channels of distribution chosen for this product will be comprised of online markets and retail stores. Fenty Beauty brand prides itself in having the best human resource team which ensures the timely deliveries and customer related issues are taken care of immediately when they are raised. Fenty Beauty is competing with the best brands in the industry which only shows the level of commitment to the product. Rihanna, who is the brain behind Fenty, knows a thing or two about increasing brand awareness. Nonetheless, Fenty continued this explosive strategy through perfectly-timed product launches. Fenty Beauty brand is owned by Robyn Rihanna Fenty that deals with cosmetics and it was launched on September 8, 2017 by Rihanna. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. As Generation Z demands inclusivity, brands have become more open about breaking down stereotypes of size, race, gender and even class. Fenty Beauty Skin Foundation's Strategic Marketing Plan. The evaluation of marketing mix elements: A case study. https://www.fentybeauty.com/about-fenty-skin/globally-sourced-clean-ingredients. Interaction with the target market will be implemented through the use of digital media. These posts make it easy for viewers to relate to the products. Rihannas posts usually showcase her using Fentys products authentically and playfully. Fenty beauty has been created to feel lightweight, and they strive to give their customers a creatable coverage that flawlessly layers, to eventually make skin look like skin. Identification of the right distribution channel, which best works with the kind of target customers and which are compatible in terms of technology and communication linkages in place. With such a triumphant launch, Rihanna paved the way for marketers for years to come. Even though some of the foundations for oily skin provided by competitors retain relatively low prices, it is essential to relay the products quality through its cost (Jowett et al., 2020). It is no coincidence that theres also a focus on some performative elements like bright gold highlighters. Kendo Holdings. This has resulted in an unprecedented buzz in the beauty industry. Her vision of "Beauty for All" became our marketing mission. The brand has made huge profits owing to the value added to the products. A common strategic objective for international pricing is penetration to create a demand for the new entrants product by lowering the price and diverting the demand from a regular supply channel to a new demand. Web. Fenty beauty understands the risks related to exporting like loss of parcels along the way, and it has security measures good enough to ensure the safe passage of your parcel. Fenty Beauty by Rihanna was created with promise of inclusion for all women. A business venturing or aspiring to international sales needs to carry out research to make a generalized comparison between it and other business that have succeeded in the market (Baldauf & Lee, 2011). Whether its an online engagement or the use of creative endeavors, customers are always looking for a genuine connection that they can identify with. Her vision of "Beauty for All" became our marketing mission. They are very intentional about posting more than 1 skin tone in every few posts. You havent seen representation until youve seen a Fenty Beauty campaign. It made it clear who their consumers were. As for the online markets, their significance is remarkable due to the recent web purchasing trends. Being vital activities involved in channel management, they all rely on certain factors. The first factor is the unit value of the product under consideration. All models in Fenty Beauty campaigns not only represent different skin tones, but different ethnicities, and different body types as well. More so, the brand management of Fenty Beauty uses online marketing and onsite retailers for promotion. Fenty Beauty . "Fenty Beauty Skin Foundation's Strategic Marketing Plan." Our World in Data. Additionally, Fenty also provides a practical function for their wide range of Match Stix. Fenty Beauty gets an average spam score of 0.1 which is ok. Any value below 3 is good, above is considered as spam. You will work across the global organization and have the ability to parallel path multiple deadlines. Managing these relations should be attempted by sustaining a positive public image of the company and social expectations construction (Naumovska & Blazeska, 2016). Fenty Beauty is dedicated to delivering environmentally friendly products that wont harm the environment. 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