Social Media Monitoring for Fenty Beauty by Rihanna # Part Two
In the previous blog, we studied the popularity of Fenty Beauty, a mainly part because of the Rihanna' huge influence on social media. And analyzed the fact that Fenty Beauty has different actions for each social media, like Instagram、Facebook、Twitter and YouTube. Actually, YouTube and Instagram become the most important social media for Fenty Beauty.Then, we also discussed the online promotion of Fenty Beauty.
This year is the third year of the establishment of Fenty Beauty. Now, Let's look at the Fenty Beauty's popularity in the last three months. Although there have been ups and downs, nevertheless,this curve has an upward trend from the end of September. Continuing the overall trend of last year, Fenty Beauty will be more easily mentioned at the end of the year, and I guess this will increase sales. At the same time, launching new products with a big discounts.
For competitors, I chose Kylie Cosmetics,which established in 2015. And it also has a celebrity influence. I compared with the interest over time between Fenty Beauty and Kylie Cosmetics by google trend.
Fenty Beauty VS Kylie Cosmetics
Google trend
Google trend
The line graph illustrated that Kylie Cosmetics started out with a very strong momentum, but with the advent of Fenty Beauty, the market was divided. Although Fenty Beauty has no a top point in the subsequent mention, nevertheless, it's good to be a new brand and to be similar data with Kylie cosmetics. Similarly, I used Social Mention to compare the their popularity data,the number is not the same, but roughly similar. It can be shown that the Fenty Beauty has caught up with Kylie Cosmetics in the two-year sales.
Fenty Beauty VS Kylie Cosmetics
Social Mention
Social Mention
S W O T A N A L Y S I S
Strength:
- Highly inclusive brand (50 shades of foundation, first of it’s kind to do so in the beauty industry)
- Strong celebrity endorsements along with featuring “every day” users on their social media.
- Fenty Beauty has a charitable aspect to it. According to the website, The Clara Lionel Foundation was established by Robyn “Rihanna” Fenty and supports and funds groundbreaking and effective education, health and emergency response programs around the world.
Weaknesses:
- New brand, established 2017
- Could be doing more to showcase men in makeup
- Over-reliance on Rihanna
- Media channel is single, it only has a high attention on Instagram and YouTube
Opportunities:
- Create more cost effective pricing for the average person
- Being a new company, they are able to have both new and established spokesmen/ women for the brand
Threats:
- Kylie cosmetics as well as other name brand makeup company.
It appreciates the Groundswell
The diversity and individuality of the product in combination with the hand-in-hand marketing strategies and the influence of social media resulted in great success for Fenty Beauty. The internet actually christened it “the new generation of beauty".
R E C O M M E N D A T I O N S
In my personal opinion, I don’t believe that anything that Rihanna ventures out and puts her name on wouldn’t sell somewhat well do the fact that people everywhere believe her. It’s also very interesting that in the first process of promoting the brand, she had people sign up to get “first details” which created even more of an exclusivity to an already mysterious brand.
I think that was quite smart. However, my concern is that there is a feel of brand extension which although isn’t inherently bad, but because most of Fenty products are promoted on the Rihanna personal social media platform, they are lumped together as a part of the Fenty Beauty. I would recommend using different platforms to promote different products as there is an entire movement surrounding Fenty Beauty as opposed to Fenty Puma, a popular shoe collaboration.
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