Rihanna's New Makeup Line, Fenty Beauty, Racks up $72m
Rihanna KILLS it.
Rihanna's new makeup line, Fenty Beauty, which leverages underserved women of color with a HUGE variety of products, earns an unprecedented $72 million dollars in under a month.
According to Tribe Dynamics report for September, Rihanna’s makeup line, Fenty Beauty, recorded over $72 million in earned media value. Rihanna launched Fenty Beauty makeup for all skin colors, all undertones, from all countries.With makeup foundation in 40 shades, skin sticks in 30 shades, it's a product backed by an entertainment powerhouse perfect for an underserved consumer base.
Powered by Rihanna
Leveraging her enormous social media network word-of-mouth marketing and YouTube tutorials revealing an huge, varied makeup line, Rihanna (with her team) cultivated a perfect recipe for success.According to WWD:
Fenty Beauty’s earned media value primarily came from Instagram, where the brand recorded $45.2 million, and YouTube, where the brand recorded $10.6 million.
With minority buying power continuing to increase in 2017 to 1.3 trillion, it's great to see Fenty Beauty leveraging a large niche (is that possible?) market with an ideal product.Salute!