Case Study: Fenty Beauty
Organisation: Fenty Beauty
Scenario
For decades, the beauty industry held a narrow vision of who deserved to be represented on its shelves. Foundation shades catered primarily to lighter skin tones, leaving a vast majority of consumers feeling excluded. Rihanna’s Fenty Beauty, launched in 2017, shattered this paradigm with a revolutionary approach to inclusivity.
The Problem
Before Fenty Beauty, the foundation struggle was real. People of colour, particularly those with darker complexions, faced a constant battle to find a foundation that matched their skin tone. Existing brands offered limited shade ranges, often with undertones that didn’t complement a variety of complexions. This lack of representation wasn’t just frustrating, it sent a clear message: you weren’t part of the beauty conversation.
The Hero
Rihanna (yep, that Rhianna), recognised this gap in the market and the need for inclusivity.
Inspired by her own experiences, she envisioned Fenty Beauty “so that women everywhere would be included.” The brand launched with a record-breaking 40 foundation shades, catering to a wide spectrum of skin tones and undertones. But Fenty Beauty went beyond just the number of shades. Formulas were developed for all skin types, ensuring a flawless finish for everyone.
Fenty Beauty’s impact transcended sales figures. With an annual revenue of $582 million and a valuation of $2.8 billion, it quickly became a top beauty brand.
But the true victory was the message it sent: beauty is for everyone. Women of all backgrounds finally saw themselves reflected in the beauty world, a feeling of empowerment that resonated deeply.
‘The Fenty effect’ is a term now used to describe the knockon effect in forcing the wider industry to develop inclusive ranges too.
Why Fenty Beauty Worked: Rethinking the Target Audience
Fenty Beauty’s success stemmed from a fundamental shift in perspective. Traditionally, the beauty industry focused on a “dominant” customer — typically a white, youthful-looking woman. But Fenty Beauty looked beyond this limited view.
Here’s how they did it:
- Thinking Beyond Dominant Groups: A Total Addressable Market (TAM) analysis typically considers factors like age, income, and location. Fenty Beauty went a step further, acknowledging the importance of ethnicity, gender expression, physical ability, and body size in shaping consumer needs and desires. This broader perspective allowed them to develop products that catered to a much larger and previously underserved market.
- Decentering Dominant Groups: Fenty Beauty’s marketing and design choices reflected a conscious effort to move away from centring whiteness as the default standard. Their campaigns featured a diverse range of models, and the brand actively partnered with underrepresented communities. This authenticity resonated with consumers who finally felt seen and valued.
Key Takeaways
Fenty Beauty serves as a powerful case study in the power of inclusive innovation. By prioritising representation and understanding the needs of diverse consumers, brands can unlock a wider market and establish genuine customer loyalty.
Here are some key takeaways for businesses looking to follow Fenty Beauty’s lead:
- Conduct a TAM Analysis with inclusivity in mind: Expand your analysis to consider factors that impact feelings of inclusion and spending habits beyond your traditional demographics.
- Co-create with Underrepresented Communities: Engage with diverse groups during the product development process. This ensures solutions that are effective and resonate with those they aim to serve.
- Avoid Stereotypes: Don’t make assumptions about what inclusivity means to different demographics. Actively seek out feedback and perspectives to ensure your approach is authentic and respectful.
By following these steps, brands can move beyond performative inclusivity and create products and experiences that truly celebrate the beauty in all its diverse forms. The beauty industry may have been slow to catch on, but Rihanna’s Fenty Beauty has shown the world the power of inclusivity — a revolution that extends far beyond the world of makeup.
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