Fenty Beauty Company by Rihanna

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

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MARKETING
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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MARKETING
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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MARKETING
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.