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Fenty Beauty Manifesto 03 - 05

Fenty Beauty is proposing a creative campaign to showcase its vision of inclusiveness and empowerment. The campaign will revolve around the manifesto "I'm That Girl", which represents the idea that with Fenty Beauty, one can confidently express their authentic self at any time through makeup. The campaign aims to inspire people by conveying that Fenty Beauty is about self-confidence, feeling beautiful and supported, and allowing anyone to feel like their own icon. Video references showcasing the tone will feature casual, everyday experiences with the products that make people feel good and happy.

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120 views7 pages

Fenty Beauty Manifesto 03 - 05

Fenty Beauty is proposing a creative campaign to showcase its vision of inclusiveness and empowerment. The campaign will revolve around the manifesto "I'm That Girl", which represents the idea that with Fenty Beauty, one can confidently express their authentic self at any time through makeup. The campaign aims to inspire people by conveying that Fenty Beauty is about self-confidence, feeling beautiful and supported, and allowing anyone to feel like their own icon. Video references showcasing the tone will feature casual, everyday experiences with the products that make people feel good and happy.

Uploaded by

jennielinzm
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Fenty Beauty

Creative Campaign
Proposal
Presented by NOOK BRAND CONSULTING

S H A N G H A I · P A R I S · A M S T E R D A M
Brand Interpretation
品牌解读

“Fenty Beauty by Rihanna 是为每个⼈量身定制：适⽤于所有的⼥性，不论肤⾊，性格，观念，⽂化背景以及种族。我希望可以将每个⼈都


包含在内，这就是我创⽴这个品牌的初衷” - 蕾哈娜, Fenty Beauty创始⼈

蕾哈娜对品牌的愿景是: “化妆是给你带来乐趣的, 永远不要让它像个负担，它也没有统⼀准则。⾃由的去探索，敢


于尝试新的或不同的东⻄”

Fenty Beauty以多元包容的特质为核⼼，突破对肤⾊的刻板界定，颠覆了传统美妆⾏业，也因此掀起了“The Fenty


Effect”效应：使⽤Fenty Beauty产品的群体，由他们独特的审美和时尚理念凝聚在⼀起，对于变⾰创新的勇⽓和愿
望是⼀致的。Fenty Beauty让⼈们相信：任何⼈都可以为⾃⼰代⾔，在任何时候，他们都可以内敛或张扬，强烈或
轻柔，盛装打扮或低调沉稳的去表达对美的不同理解。

Rihanna’s vision, above all, is to inspire: “Makeup is there for you to have fun with. It should never feel like pressure. It
should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”
The Fenty Effect is a community of empowerment, they are united in their courage and desire to challenge convention
and in their distinctive beauty and sense of style. They have the freedom to be as serious or as playful, as fragile or as
powerful and as dressed up or as understated as, at any given time. They are their own icons.
Creative Approach
创意视⻆

I’M THAT GIRL


Manifesto
故事核⼼

我就是我，⽆须多⾔
美的多元，不⽌于妆
任何时候，表达真我

I’m That Girl


A Bold Statement Without Saying It
More Than Makeup
It Is Beauty For All
It is Confidence Within Myself
I’m Beautiful, I’m Worthy, I’m Supported
I Could Be Anyone
Cuz I’m That Girl
Tone Reference
视频参考

品牌：Glossier
主题：You Look Good

“You Look Good”作为贯穿影


像的标语，主⼈公不断重复地
念着这句标语, 美甲和邮票等
道具上的细节展示，加深标语
所明示的⾃信⼒量。

视频以随性⾃然的节奏去讲述
产品体验：“我”在化妆的时候
感觉最好，“我”因此更多了快
乐。
Tone Reference
视频参考

品牌：Glossier
活动主题：Feeling Like_

以“Feeling Like_”留下空
⽩切⼊，展开⼀系列不同
⼈物关于他们使⽤产品的
感受。

伪纪实的⼿法，接地⽓的
展示了⽤户⼈群的⾯貌。
Mood Board

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