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Schervish Publics Audiences

Rihanna launched her Fenty beauty and skincare lines in 2017 and later launched a luxury apparel line through her social media accounts. Her primary audience for these Fenty brands are women ages 20-35 who are comfortable purchasing items online and share Rihanna's values of acceptance and inclusion. A secondary audience consists of her younger music fans ages 8-19 who are digital natives and are seeking acceptance at a critical age.

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162 views1 page

Schervish Publics Audiences

Rihanna launched her Fenty beauty and skincare lines in 2017 and later launched a luxury apparel line through her social media accounts. Her primary audience for these Fenty brands are women ages 20-35 who are comfortable purchasing items online and share Rihanna's values of acceptance and inclusion. A secondary audience consists of her younger music fans ages 8-19 who are digital natives and are seeking acceptance at a critical age.

Uploaded by

api-535282200
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© © All Rights Reserved
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Summer Schervish

Publics/Audiences

In 2017, Grammy Award-winning music star Rihanna Fenty launched Fenty beauty and

skincare lines and two years later she launched Fenty luxury apparel on her personal social

media accounts. Her followers of Fenty are the same as her music followers, primarily tweens,

teens, and young women who look to Rihanna for inspiration and guidance. Rihanna has

promoted many cultural causes on her Fenty website, and the overarching themes of her

businesses are acceptance and inclusion, two powerful messages for Generation Z. Having a

voice and being empowered are behind her content. Fenty is a digital-only business created for

women of all shades, personalities, attitudes, cultures, and races. “I wanted everyone to feel

included. That’s the real reason I made this line,” Rihanna states on fentybeauty.com. Her

consumers mirror her fans.

The primary audience for Fenty apparel is women, ages 20-35 years old. They have the

money to buy the products and they are comfortable with technology and with purchasing items

without the need to physically touch them. Their smartphones are a necessity in their lives. They

are used to having many options when it comes to purchasing. They expect value for their money

and want more than just a product. They want to purchase from companies that share their

values. They are comfortable stating their opinions and putting their images in public forums and

they believe they can have an impact on the world.

The secondary audience is also made up of Rihanna music fans, but they are the

younger half of Generation Z, ages 8-19. They are digital natives and don’t remember a time

without smartphones. They are the up-and-coming consumers, and they are at the age where

acceptance and inclusion are critical.

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