Fenty Beauty Company by Rihanna

This article provides an overview of Fenty Beauty Company, a popular cosmetic brand launched by Rihanna. It discusses the brand's marketing strategies, customer segmentation, challenges, and growth engine. The article also highlights the company's performance statistics and offers recommendations for success.

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Running head: MARKETING
Entrepreneurial Marketing
Name
Institution
Author’s Note

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Fenty Beauty Company by Rihanna
Introduction
Fenty beauty is a popular cosmetic brand that was launched by a popular singer Rihanna. Its
launching took place in 2017. Moreover, the entire brand has emerged to be a popular one as a
result of its wide inclusivity across skin tones together with different gender aspects.
Interestingly, its original foundation launch is known to be including 40 shades that have even
gone further to expand to 50 (Ismail 2018). At one point, Fenty beauty was once named one of
the best inventions of time magazine way back in 2017. In June 2014, Rihanna decided to trade
mark her surname, Fenty that was to be used on an array of quite a number of products. This
made Fenty beauty to emerge as one of the new trademarks that was meant to target various
types of customers irrespective of where they are situated.
Analysis of the Company
Brand story
Fenty beauty is a company that was started by Rihanna and it is focused towards carrying
out a wide range of services across different types of feminine customers (Walters 2018). Its
products are known to be concentrated towards the beauty aspects where it capable of dealing

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with quite a number of beauty products that cuts across different female customers irrespective
of their age, background or even skin color. Moreover, the organization is dedicated towards
serving all its customer segments through the provision of quality products (Birdi et al. 2016).
On the other hand, one interesting thing about the company is that its mode of operation
is diverse in terms of dealing with quite a number of beauty products across different targeted
regions. Moreover, the prices that are attached to the products are very pocket friendly and are
able to cut across all the customer segments.
Customer segmentation
The Fenty brand by Rihanna is marketing quite a number of beauty products to women of
all kinds by ensuring that they are capable of receiving quality beauty products of different kinds
that are not capable of causing any effects to their body system Moreover, the brand is also
trying to put much focus on various consumers falling between the age of 20-35 years since
according to research, a good percentage of the females who fall between this age limit tend to
use different types of beauty products almost on a daily basis. The below statistics shows the

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consumer segmentation of Fenty beauty.
Entire female segment females of 20-25 year Females of 25-30 year Females of 30-35
years
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Marketing strategy
The popularity of this company is as a result of it being owned by Rihanna thus giving it
one of the best marketing strategies so far (Chuang & Liao 2010). Fenty beauty Company has
been able to come up with quite a number of marketing strategies that have made it to capture the
attention of different types of customers who tend to be having different characteristics.
Moreover, it has been as a result of the good management techniques being experienced within
the organization that led to an efficient implementation of adequate and reliable marketing
strategies (Brewster, Wood & Brookes 2017). One of the major marketing strategies that the
company has been able to put into consideration is the packaging of the products. All its products
are packaged in uniquely by using different forms of packages that are more unique thus making
it to be totally different from all its competitors.

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Moreover, there is also the use of social media as a marketing strategy. Nearly all of its
efforts have been concentrated towards the use of social media to reach out to various types of
consumer segments. As a result of this, it has been able to make good use of quite a number of
direct messages through the use of various social media platforms like Facebook and Instagram
to communicate with quite a number of potential customers, most so the ones who are capable of
looking forwards to all the products and services attached to the company (Godey et al. 2016).
Growth Engine of the Company
As far as the growth Engine of the organization is concerned, trust has majorly
contributed to its faster growth in relation to the products that it has been able to provide to the
customers (Birkinshaw, Bresman & Håkanson 2016). Quite a number of customers have been
able to fully trust its products since for quite a long period; they have always been served without
any delays being encountered. Moreover, competition has also played an essential factor as a
growth engine for the organization since as a result of the implementation of appropriate
strategies; the entire organization has been able to offer a stiff competition to most of the
companies that are also available in the market platform.
Managerial perspectives on the issues that are faced by Fenty Beauty Company

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In relation to all the issues that are being faced by the company, it has been able to come
up with quite a number of perspectives that are geared towards making sure that the entire issue
is appropriately solved without any complications. Quite a number of perspectives have been
appropriately put into consideration by the management department of the company to make sure
that each and every issue is appropriately solved within the stipulated time. Due to this, the
management has been able to come up with appropriate rules and regulations that are able to
govern various operations taking place within the organization both at its internal level together
with its external level. This is a managerial step that aims towards solving quite a number of
issues that are attached to the organization. Moreover, the management team within the
organization is known to be capable of involving all the employees in all problem solving
situations thus providing them with a perfect opportunity present their grievances that are
capable of being implemented in all situations thus helping the organization to solve quite a
number of problems (Ferris & Judge 2016). According to the management, all the issues
affecting the company are first analyzed at the internal level by a group of chosen experts. Right
after analyzing the whole situation, various parties are then involved in the whole process again
to make sure that it is appropriately solved by obtaining further recommendations on how the
issues should be handled to eradicate their occurrence either at the current moment or in the
coming future.
Challenges affecting the company
There are quite a number of challenges affecting the entire organization thus leading to a
reduction of its overall performance. One of the major challenges attached to the company is the
presence of counterfeit beauty products in the market. These products have been able to pose one
of the greatest challenges since they are known to be having slightly lower prices than the ones

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being offered by the organization thus attracting the attention of certain types of customers.
Moreover, it is an issue that sometimes is capable of contributing towards a decline in terms of
the total profit that is made by the organization since the customers will be able to get attracted to
the low prices of the counterfeit products. At some point, the company also faces a challenge of
convincing its consumers that their products are of high quality and are not capable of causing
any effect within the body system. Quite a number of counterfeit goods have been able to cause
various negative effects within the body of customers thus bringing a lot of confusion regarding
which products to buy and the ones that needs to be avoided. Due to this, Fenty Beauty
Company has been able to encounter one of the hardest moments to convince certain types of
uninformed customers regarding the specific types of beauty products that they should be able to
purchase.
Market opportunities
The entire company has been able to encounter quite a number of market opportunities
across different boundaries thereby providing it with one of the most perfect opportunities to
fully present it in terms of the products that it is capable of offering. An appropriate utilization of
market opportunities is capable of making the organization to attain quite a number of its future
goals and objectives within the shortest time frame (Hecklau et al. 2016). One of the major
opportunities that it has been able to encounter is the opportunity to carry out an expansion to
new regions where there are no or minimal beauty products. This is an opportunity that has made
it to fully expand its operations by being diverse in terms of the customer segments that are being
served. As a result if the currently emerging new forms of technology, the company has been
able to face an opportunity of coming up with new inventions of quite a number of products that
are meant to serve different personalities thus making sure that it is capable of appearing unique

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across all boundaries. On the other hand, it has also been able to come across an opportunity of
interacting with new investors whose major benefits have been mainly concentrated towards
coming up with new ideas that are capable of increasing the overall performance of the entire
organization (Katsikeas et al., 2016). As a result of all these opportunities, the organization has
been able to make a tremendous progress towards the positive direction thus making sure that
quite a number of issues are well approached in order to increase its chances of customer
satisfaction. Market opportunities normally form the pillar of each and every organization; once
they are given the first priority they are capable of making an organization to further realize new
areas that are likely to be given a positive approach in order to increase an organization’s
productivity.
Overall readability
The overall readability of this organization is known to be consisting of quite a number of
issues that majorly targets reaching out to different types of customers. Moreover, its readability
is much clear and can be easily recognized since it is very unique when compared to the one that
is attached to several other organizations. The uniqueness of the overall readability attached to
the organization is what has made its popularity to increase tremendously by covering a wide are
where different customers are located (Järvinen & Taiminen 2016).
Conclusion
Fenty beauty Company has been able to address the needs of various individuals by
providing them with quality service throughout (Kang & Snell 2017). Moreover, it has also been
much concerned with sustainability issues and this is what has eliminated it from the rest of the
other organizations that are also capable of performing the same function (Hofacker & Belanche

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2016). Moreover, since it has been carrying out all its strategies according to all the required
rules and regulations that were placed by the management team, this has been able to increase its
performance over the past years by giving it a perfect chance to realize some of the loopholes
that are capable of emerging within the organization at a very early stage.
Recommendations
It is quite importance for organizations to put much focus on their performances thus
making it much easy to address different things that are required by the customers. At the same
time, there is the need to make good use of ethical considerations that will be able to provide
appropriate guidance pertaining some of the procedures that should be followed towards the path
of success.
Technical part
Performance Statistics for Fenty beauty Company

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Year 1 year 2 year 3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The above statistics is capable of showing how the company was able to perform in the
last three tears as a result of implementing different strategies (Huselid 2016). In the first year,
the performance was at an approximated percentage of 56% where it had not gained that much
popularity since it hadn’t taken that log in the market (Hofacker et al. 2016). Despite this,
percentage, it was still able to offer a stiff completion to various companies that were able to
exist within the market during that time (Jabbour & de Sousa Jabbour 2016). Come the end of
the second year, the performance of the organization was able to increase at a faster rate to an
approximated percentage of 74%, all the strategies that were implemented by the organization in
terms of meeting the needs of the customers started had now started to show quite a number of
benefits thus making the organization’s popularity to move to the next level (Hudson et al.
2016). Moreover, at this percentage of performance, the organization also started to offer a stiff
competition to several other organizations thus making sure that its market share is capable of
moving towards the positive side of the bar (Harris,Yancey & Myers 2016). Additionally, in the

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last year, the performance of the beauty Company was able to surprise quite a number of
personalities since this is a level that was not that easy to reach and the company’s that could
attain it were known to be those that are very competitive (Huang et al. 2016). At this point, the
performance was around 89% thus clearly indicating that the products had already started
moving to various types of international markets where they could be easily obtained by various
customers without struggling that much (Guest 2011).
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