Fenty Beauty is a cosmetic company launched by the famous singer Rihanna back on September 8, 2017. Not only did Fenty Beauty revolutionize the makeup industry, but it also achieved a recognizable social media presence.
What made Fenty Beauty stand out from the rest of the competition was their ideology presented in their tagline "beauty for all". In other words, Fenty Beauty focuses greatly on inclusivity for all. During its initial launch, images of the foundation shade range were shared on social media which made it immediately go trending. Fenty Beauty then set the standard for all cosmetic brands to launch a wide variety of shade ranges and nothing less. Now, this makeup brand has around 50 shade ranges and is known for it.
As previously mentioned, Fenty Beauty has managed to thrive on social media and have a well-known presence in it. This is mostly due to them knowing their audience of predominantly young to middle-aged females of all races who use makeup, their overall messaging of inclusivity, diversity, culture and empowerment, and their great social media marketing by utilizing social media influencers and brand ambassadors. Overall, Fenty Beauty has a great sense of brand awareness, and it is shown on social media.
When it comes to social media, Fenty Beauty utilizes some of the most popular platforms used by their target audiences. Fenty Beauty shares similar content across their social media platforms, yet they still manage to have a large following on each page.
The platform that Fenty Beauty actively uses is Instagram, in which they have 11.2m followers. On Instagram, Fenty Beauty posts product images, product launches, makeup looks created by beauty influencers, brand ambassadors, or the public, and short tutorial videos of people utilizing their cosmetics. On TikTok, Fenty Beauty has 1.1m followers and they post tiptoes showcasing products, makeup hacks with their cosmetics, short tutorials, and overall quick reviews. On YouTube, Fenty Beauty has 706k subscribers, and on this platform, they post makeup tutorials, videos made by Rihanna herself, collaborations with influencers, and many short promotional videos. Lastly, on Twitter Fenty Beauty has 713.4k followers, and they post various announcements, engaging memes, product images, short clips, retweets, and images of consumers using their products.
When it comes to the organization's voice, Fenty Beauty does a great job of keeping it consistent. This organization's voice is generally young, charismatic, friend-like, funny, and transparent. In other words, the brand tries to give viewers a feel of talking to a friend rather than a brand itself. This can mostly be seen in their post captions, their tweets, their replies to audiences, and in their use of hashtags. What helps show this tone of organization voice is the fact that Fenty Beauty is not afraid to use "strong language", make current pop-culture references, and more. While other brands may shy away from this, Fenty Beauty does this to maintain a fun and charismatic tone.
It is worth noting that Fenty Beauty is a brand that posts quite often. Fenty Beauty is a global brand, meaning that it must take into consideration all time-zones to reach its audiences. Because of this, Fenty Beauty posts daily. Not only that but they post around 4-6 times a day, with a maximum of around 10 posts on occasions. Fenty Beauty also keeps quite a consistent timing by posting around every 2 hours. Not many brands do this, which is something that makes Fenty Beauty stand out. As previously mentioned, the content posted by Fenty Beauty varies from original content, content created by consumers, ambassadors, or influencers, and more. Therefore, the content posted is not too repetitive.
There are many ways in which Fenty Beauty engages audiences. Although Fenty Beauty does not necessarily create many contests, they do engage consumers with big campaign launches. An example of this was done by Savage x Fenty with a casting search content. Though this is a Savage x Fenty collaboration (two brands owned by Rihanna), this was still a huge contest. Other examples of consumer engagement include their brand ambassadors. One does not need a huge following to become a brand ambassador for Fenty, meaning that many people can become one. Additionally, Fenty Beauty also has a PR list and sends out PR packages to people, making them more engaged with the brand. When it comes to fans, Fenty Beauty also engages them on social media by re-posting their tweets or videos, and by creating memes related to the brand. Aside from this, Fenty Beauty also does a great job of engaging fans through their use of hashtags. An example of this is the #FENTYFACEFRIDAY in which fans can use the hashtag to showcase their looks created with Fenty Beauty products. All in all, Fenty Beauty does a great job of engaging audiences.
As a result of all that was mentioned above, Fenty Beauty generally succeeds with many of their social media posts. They receive quite high engagement rates. However, there are a few occasions in which Fenty Beauty fails to up-keep or maintain their social media posts due to the high number of posts shared. An example of this is shown below. The original tweet was deleted by the author, making Fenty Beauty's reply confusing to audiences. Fenty Beauty then should be sure to go through their posts to make sure none are confusing.
Although there are a few failed posts, Fenty Beauty generally does a great job with all that they share. Some examples that I find to be the most successful are their beautiful product shots. They are aesthetically pleasing, and they do a great job of showcasing their cosmetics and their unique packaging. Additionally, other great posts made by Fenty Beauty include their images that showcase their inclusive shade ranges. These posts go in hand with their tagline and their overall messaging and focus. In conclusion, Fenty Beauty simply dominates social media.
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