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.