A Word- Month Marketing of Fenty Beauty by Rihanna

During the read Groundswell, I had a discussion with my classmate Adela, who choose a very nice case about Sephora to detail HOW SEPHORA ENGAGE IN GROUNDSWELL ON TWITTER. Inspired by her, I surely choose Fenty Beauty By Rihanna. Fenty Beauty is a cosmetics brand launched in September 2017 by singer Rihanna. The brand is popular for its broad inclusivity across skin tones and gender, especially its Pro Filt'R foundation. 

Image result for fenty beauty

Because Rihanna has long cooperated with Sephora, many of the marketing methods of Fenty Beauty are to imitate Sephora. But based on Rihanna's own sensitivity to social media, Fenty Beauty differs from Sephora in some aspects of digital marketing, especially energizing customers. I will analyze it below.

As the authors note in Groundswell: A World Transformed by Social Technologies, “Consumers in the groundswell are leaving clues about their opinions, positive and negative, on a daily or hourly basis.” Fenty Beauty is also relying on word-of-mouth to quickly establish contact with consumers.

The suggestions made in the book for talking within the groundswell include:

  •     Post a viral video.
  •     Tap into customers’ enthusiasm with ratings and reviews.
  •     Create a community.

One YouTube video by Rihanna, called “Rihanna‘s epic 10-mintu guide to going out makeup” has more than 25M views.


In addition, Both Rihanna's own social media and the brand's social media are active in customer interaction, including new products, discounts, and feedback on product usage. Rihanna can drain some customers because of her celebrity effect. This means that those who are not makeup lovers may buy Fenty beauty because they are Rihanna. Rihanna own social media’s interaction quality is higher than brand.



As a note in Groundswell, effective rating and reviews can stimulate the sale whether a good feedback or bad one. for the special brand, Fenty beauty Rihanna, which followed celebrity charm. The ratings and reviews of common brand, they have done it, but more importantly, they can use Rihanna’s influence to interact with customers.



In the promotion of the same product by Instagram,  the number of comments of Rihanna is 10708. on the other hand, the brand comments only has 5191, and the former is above 2 times that of the latter. Ratings and reviews are not limited to shopping platform after shopping.

In the previous chapter, we told about social technographics ladder.  Digital marketing means using all of the electronic tools to reach, engage and convert your prospects to customers. For Rihanna and Fenty Beauty this is evidenced by driving all of the traffic to the Fenty Beauty website. It is the click through link on the Rihanna Twitter. It is the background image on the Sephora Twitter. It is the click through link on Rihanna's Instagram. It is the "Story" link on Rihanna's Facebook. And it is the link from "Beauty" on Rihanna's website.

In addition the link is included in many of the individual posts that are going up on these platforms. And all of these sites have consistent Fenty Beauty by Rihanna branding.



So that, I adamantly believe that word-month marketing is not only rely on the ratings and reviews, and create a community.  Its essence is to quickly build contact with customers and develop customers with customers. Rihanna turned her social platform into a major interactive venue, changing the regular rating comment mode.

what do you think about word-month marketing by social media? Let me know in the comments below!

Comments

  1. Hi Yuxi,

    Great post! I used Kylie and her cosmetic brand as my example for this week's reflection and it's so interesting to see how similar the two star's marketing strategy is. Both use social media, primarily Instagram and videos to engage with the fans which is such an effective way of energizing the groundswell. There has been such an explosion of beauty brands recently that are marketing very effectively on social media especially with the help of influencers and celebrities. It would be interesting for us to look into brands like Glossier and MILK cosmetics to see how their marketing strategies differ as they are not connected heavily with a celebrity.

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  2. Rihanna is a very good example of a celebrity effect! Rihanna often shows her beauty products on social media. Driven by the network, Fenty Beauty's diversified brand image quickly established itself in the hearts of consumers. Coupled with Rihanna's own celebrity identity effect, it is not surprising that consumers' loyalty to the brand continues to rise.

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  3. Actually, I’m the person who is influenced by Rihanna to buy the product. She really specializes in social media marketing, and I think she has caught the groundswell. Her videos are famous everywhere, and these viral videos forward by people to people is a kind of cost-effective promotion. I think the Fenty beauty and Sephora, are both to know what people want because they listen and talk to people as always.

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  4. This is a really good example of how a brand can be successful thanks to a celebrity. Rihanna proves this with her makeup line Fenty Beauty. Fans of Rihanna are likely to see that she started a makeup line and try it out because they trust Rihanna. Word of mouth is definitely evident here, and it’s an interesting case of how a celebrity can launch a successful brand based off of their name recognition alone. Great post!

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