Ever wondered how a brand can expand into multiple industries without ever losing what made it special in the first place?
I’m talking about none other than Fenty Beauty, the brand that has continued to dominate since they shook the industry back in 2017.
Remember when Rihanna dropped Fenty Beauty with 40 foundation shades and forced the entire beauty industry to catch up? The launch wasn’t just about makeup, she made a statement and shifted how brands approached inclusivity.
In less than a decade later, Fenty has expanded into skincare, fragrance, and now hair. And as expected, every launch is just as fresh and intentional as the first. While other brands struggle to keep their essence, Fenty continues to always feel like Fenty.
So, let’s take a dive into their playbook.
💥 It’s Rihanna, but also, it’s bigger than Rihanna.
Fenty is one of the few celebrity brands that doesn't just borrow a name, it embodies the person behind it. The brand speaks like Rihanna, moves like Rihanna, and feels like Rihanna, and we don’t get tired of it.
💥 Fenty’s Marketing Doesn’t Just Show Up, It Shuts Down.
You have to admit it, the brand knows how to make a statement, whether it’s a Super Bowl halftime show doubling as a Fenty Beauty ad or a perfectly curated Instagram post. Every campaign is intentional. Between the stunning visuals, the on point messaging and the flawless execution, they don’t miss.
💥 Expansion Without Dilution
While many brands struggle to expand without losing their core identity, Fenty masters it. Every product launch still feels undeniably Fenty. The branding is consistent. The inclusivity is always at the forefront. The cool factor is still there. And most importantly, the products deliver.
💥 The Tone of Voice is Unmatched
You could remove the logo from a Fenty post, and you’d still know it’s them. The captions are instantly recognizable with their brand voice remaining consistent across platforms and product categories. The playful, confident, slightly teasing tone feels like your effortlessly cool friend hyping you up. And no matter what they are selling, it never changes.
Fenty has cracked the code on scaling a business without losing its essence, and nobody can say otherwise. It’s more than just a beauty line, it’s a blueprint for how to do branding the right way.
Now tell me, what other brands do you think truly walk the talk?
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Written by: Giovanna Pagano
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