Success Case Study: Fenty Beauty - Rihannas make-up line embraces diversity

Success Case Study: Fenty Beauty - Rihannas make-up line embraces diversity

Summary

"Success Case Study: Fenty Beauty", is part of the Successes and Failures research. It examines the details of and reasons behind the success of Fenty Beauty in the US. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Fenty Beauty by Rihanna was launched in September 2017 in New York. The brand has grown in popularity and is known for its products being inclusive across skin tones. It was named "Invention of the Year" by Time Magazine in 2017. The month it launched it made over five times the revenue of competitor Kylie Cosmetics.

Scope

- Beauty brands need to proactively address modern issues such as pollution, urbanization, and the importance people place on their social media image.

Reasons to buy

- Increase chances of success by learning from brands/products that have performed well.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

1. Introduction
2. What?
3. Why?
4. Take-Outs
5. Appendix

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