Fenty Beauty’s Marketing Strategy in Current Cosmetic Industry and How It Can Achieve Further Development

Abstract

In current global market, the cosmetic and beauty industry has experienced rapid growth driven by globalization, digital marketing and the influence of social media. This paper uses case study method and Fenty Beauty as an example to illustrate the current situation celebrity brands are in. Fenty Beauty, one of the top celebrity brands in the cosmetic industry, founded by Rihanna in 2017 is one of the most representative celebrity brands worldwide, known for its inclusivity, diverse shade ranges and reasonable pricing. Fenty Beauty uses digital marketing strategies such as having Rihanna herself post about the products on social media, paying influencers to test and promote the new arrivals. However, as celebrity-driven cosmetic and beauty brands flourished in recent years and are becoming consumers first choice when purchasing makeup, the competition for Fenty Beauty have increased. To further expand its competitiveness, sustain its customer base and popularity, Fenty Beauty can develop products with limited edition packaging designs, expand offline accessibility with exclusive themes, and broading its international presence to regions like Asia, Africa and Latin America.