OCT 25, 2017
Does marketing to everyone pay off? When your product encompasses an all-inclusive range of 40 shades of foundation and a variety of concealers and highlighters that work for all skin tones, there’s something about appealing to the masses that seems to really works. At least, that’s what Fenty Beauty has proved to fans, brands, and industry experts – the success story that everyone’s talking about. But the lesson to learn here goes much deeper…
‘From Kylie Cosmetics to Marc Jacobs, it seems like Rihanna might have shaken up the industry by catering to a market of people it has been ignoring for decades,’ The Fader writes. And indeed, everyone from Estée Lauder and L’Oreal to Cover FX has taken to Instagram to join the campaign for greater diversity.
Racked’s article similarly exemplifies Fenty Beauty as a pioneer, stating: ‘It’s honestly unheard of, really, for a brand to take so many different types of women into consideration upon its debut.’ This is a brand that ‘should make the rest of the industry want to do better… 40 foundation shades shouldn’t be incredible. It should be normal.’
Rather than join the marketing bandwagon, brands need to similarly ‘recognize that accessibility and genuine inclusivity – not marketing jargon, but the real time and energy and research that delivers 40 completely different, nuanced foundation shades – will sell product.’ It’s not about hype. It’s about business, about supply meeting serious demand.
This advice can also be translated to beauty content. In discussing the difficulties of finding shades that match darker skin tones, Quartz references Clover Hope, in Jezebel, who needed ‘a beauty-blogger friend during a [shopping] trip to guide her through the ocean of cosmetics to those few that would work for her.’ Authenticity is needed in navigating the question of inclusivity – we don’t want to appear to be ‘opportunistically using the Fenty Beauty launch’ to promote our agenda like the Quartz and The Cut suggest, Kylie Jenner’s cosmetics line.
Perhaps the real success of Fenty Beauty is in its ability to unite an entire industry through our collective uniqueness. Simply see Allure’s ‘Watch These Beauty Bloggers Try Rihanna’s Fenty Beauty Foundation’ for this theory in action. Fenty Beauty demonstrates how our community responds and reacts to an idea – is this ‘the new generation of beauty’?
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