Fenty
Beauty
Proposal
By: Raiyona Rice
This proposal presented is for Fenty Beauty, a
beauty and personal care company by
Rihanna. The report begins with an overview
of Fenty Beauty. Next, we examine Fenty
Executive Beauty’s Swot analysis and business
objectives. Then, we will discuss Fenty
Summary Beauty’s target audience for this campaign.
Next, we will examine Fenty Beauty’s social
media audit, “Big Idea, and creative samples.
Last, we will discuss the measurements and
budget plan and conclude.
Table of Content
Fenty Beauty Overview …………………………………………………………………………………………………….. 2
SWOT Graphic …………………………………………………………………………………………………………………. 15
Business Objectives ………………………………………………………………………………………………………….. 16
Target Audience ……………………………………………………………………………………………………………….. 17
Social Media Audit ……………………………………………………………………………………………………………. 18
Social Media Big Idea ……………………………………………………………………………………………………….. 23
Creative Samples ……………………………………………………………………………………………………………... 24
Measurement Plan …………………………………………………………………………………………………………… 30
Budget Plan ……………………………………………………………………………………………………………………... 31
Conclusion ……………………………………………………………………………………………………………………….. 32
References ……………………………………………………………………………………………………………………….. 33
Fenty Beauty
Overview
History & Mission
Fenty Beauty was founded by the music and fashion icon Rihanna on
September 8, 2017. Fenty Beauty is known for its broad inclusivity across
different skin tones. Rihanna was inspired to create Fenty Beauty after years
of experimenting with great professionals and makeup products, and still
seeing a void in the industry for products that performed across all skin types
and tones
The new mission statement is, “so that people everywhere would be
included.” Fenty Beauty’s vision statement is, “to inspire. Makeup is there for
you to have fun with.”
Performance
In December 2022, Fenty Beauty Monthly Visits was 2.041M.
In December 2022, Fenty Beauty Visit Duration was 03:42.
In December 2022, Fenty Beauty Visits / Unique Vistors was 1.72.
From October 2022- December 2022, Fenty Beauty had 6.123M total website
visits.
From October 2022- December 2022, Fenty Beauty had a bounce rate of
45.84%.
Marketing
• Ambassador Program: Creating another ambassador program to help build
more brand awareness and increase social engagement.
• Digital Marketing: Digital Marketing will be integrated by increasing the
amount of social ads on Instagram and including more SEO & ads on TikTok.
• Promotions: Promotions will be integrated through ads on Instagram,
YouTube, and TikTok
• Current Advertising: Advertising will be integrated by including more ads
through Google ads, content marketing, and SEO.
Potential Influencers
(Marketing)
De’arra Taylor
Analytics:
Instagram: 6.4M Followers
TikTok: 3.8M Followers
YouTube: 1.08M Subscribers
Previous Campaigns & Brand Partnerships:
• SavageXFenty
• PrettyLittleThings
• Amazon
Karen Sarahi
Analytics:
Instagram: 6.6M Followers
TikTok: 277.5K Followers
YouTube: 1.16M Subscribers
Previous Campaigns & Brand
Partnerships:
• Amazon
• Ghd hair
• Buxom Cosmetics
Aaliyah Jay
Analytics:
Instagram: 2M Followers
TikTok: 368.2K Followers
YouTube: 1.57M Subscribers
Previous Campaigns & Brand
Partnerships:
• BooHoo
• Allure
• MAC
Fenty Beauty Competitors
Charlotte
Tilbury
Fenty Beauty’s biggest competitor is
Charlotte Tilbury. Charlotte Tilbury
Beauty is a cosmetic brand that was
founded in 2013, by makeup artist
Charlotte Tilbury (Charlotte's Magic
Story 2023).
When it comes to their website
analytics compared to Fenty Beauty,
Charlotte Tilbury has 12.49 million total
visits, and Fenty Beauty has 6.123
Glossier
Fenty Beauty’s other main competitor is
Glossier. Glossier is a lifestyle brand that was
founded in 2014 (Glossier, 2023). They
believe in creating products that people tell
them they wished existed. (Glossier, 2023)
When it comes to their website analytics
compared to Fenty Beauty, Glossier has 9.814
million total visits, and Fenty Beauty has
6.123 million in October-December 2022
(Glossier, 2023).
Fenty Beauty
Business Objectives
• Increase brand awareness of
Fenty Beauty’s social media
platforms by 20% by posting
daily and engaging with
comments in the next six
months.
• Increase total website traffic by
25% by posting more
consistently on all social
platforms in the next six months.
• Increase brand awareness of
Fenty Beauty among women of
color between the ages of 20-25
by 40% in the next 12 months.
Target Audience
Fenty Beauty’s target audience is confident and self expressive women of color
between the ages of 20-35.
Those who value equality, brand transparency, and ethically responsible brands.
Fenty
Beauty
Social
Media Audit
Instagram
Fenty Beauty’s biggest platform is Instagram, with 12.2 million followers. Fenty Beauty utilizes all
Instagram features by post reels, stories, feed posts, guides, and lives (Fenty Beauty Instagram, 2023).
Their feed includes UGC, influencer marketing, and product pictures. Their Instagram bio includes where
you can purchase Fenty Beauty products and currently a link to a giveaway they are hosting (Fenty Beauty
Instagram, 2023).
Fenty Beauty has 21 highlights on their Instagram page, with the visible ones being the following (Fenty
Beauty Instagram, 2023):
• BLACK JOY
• GAME DAY
• PARFUME
• ICON RED *red heart emoji*
• PARFUM
• GBI *ice emoji*
• POUTSICLE
• HOLIDAY22
Fenty Beauty posts around 4-6 times a day and averages about 10.9k likes and 65 comments.
TikTok
TikTok is Fenty Beauty’s 2nd biggest social media platform, with 2 million followers (Fenty
Beauty TikTok 2023). This platform of theirs is full of makeup routines, product testing, makeup
hacks, and Rihanna herself appearing in several videos. Their bio includes “Fenty Beauty by
RIHANNA,” as well as a link to the Fenty Beauty website.
Fenty Beauty TikTok has a total of 16 playlists, with some of them being the following (Fenty
Beauty TikTok 2023):
• *boxing glove emoji* BEEFIN BOMBS
• *smiling purple devil emoji* SAVAGE X FENTY SHOW
• *money sign face emoji* TIKTOK MADE ME BUY IT
• *orange heart emoji* ULTA
• *world Africa emoji* AFRICA
Fenty Beauty posts on the TikTok platform around 6-9 times a week. They have a total like count
of 35.9 million and an average like count of around 30,000.
YouTube
YouTube is Fenty Beauty’s 3rd biggest platform, with 843 thousand followers.
The YouTube page has a total of 377 videos. The content Fenty Beauty post on
their YouTube includes Rihanna-inspired makeup looks, Rihanna herself applying
her products, makeup tutorials, and videos, and makeup hacks.
Fenty Beauty’s YouTube page has 26 playlists. Some of the playlists are the
following:
• RIHANNA’S LOOKS
• BROWN MVP
• SNAP SHADOWS
• TUTORIAL TUESDAYS WITH RIHANNA
• FAVES
Twitter
Twitter is Fenty Beauty’s smallest social media platform, with 786.6
thousand followers (Fenty Beauty Twitter 2023). The bio includes
where you can purchase their products, their website link, and the fact
that they are 100% cruelty-free. Fenty Beauty’s Twitter page has about
11,000 tweets with an average of 150-300 likes and 20 retweets. Fenty
Beauty tweets around 10-15 times a month (Fenty Beauty Twitter
2023).
“Big Idea”
Engage and connect with Fenty’s audience and create loyal customers.
Creative Samples
Instagram
TikTok
Shine Bright like our
#POUTSICLE Hydrating Lip
Stain in 'Berry Banger’ this
Valentine’s Day 💋 Shop the 4
shades at fentybeauty.com
YouTube
Twitter
Conclusion
References
@iluvsarahii • instagram photos and videos. (2023). Retrieved February 6, 2023, from https://www.instagram.com/iluvsarahii/
Aaliyah Jay (@aaliyahjay) • instagram photos and videos. (2023). Retrieved February 6, 2023, from https://www.instagram.com/aaliyahjay/
About Fenty Beauty: Fenty Beauty. Fenty Beauty + Fenty Skin. (2023). Retrieved January 23, 2023, from https://fentybeauty.com/pages/about-fenty-
beauty
Charlotte's Magic Story. Charlotte Tilbury. (2023). Retrieved January 24, 2023, from https://www.charlottetilbury.com/us/content/charlottes-story
De'arra Taylor (@dearra) • instagram photos and videos. (2023). Retrieved February 6, 2023, from https://www.instagram.com/dearra/
Fenty Beauty by Rihanna (@fentybeauty) - instagram. (2023). Retrieved January 24, 2023, from https://www.instagram.com/fentybeauty/
Fenty Beauty TikTok. TikTok. (2023). Retrieved January 24, 2023, from https://www.tiktok.com/@fentybeauty?lang=en
Fenty Beauty Twitter. Twitter. (2023). Retrieved January 24, 2023, from https://twitter.com/fentybeauty
Geyser, W. (2022, September 16). Tiktok Money calculator [influencer engagement & earnings estimator]. Influencer Marketing Hub. Retrieved
February 21, 2023, from https://influencermarketinghub.com/tiktok-money-calculator/
Hi, welcome to glossier! About. (2023). Retrieved January 24, 2023, from https://www.glossier.com/pages/about
Instagram pricing calculator: Estimate influencer rates and earnings. inzpire.me. (n.d.). Retrieved February 21, 2023, from https://inzpire.me/instagram-
pricing-calculator
Pricing. Campaigner. (2022, February 2). Retrieved February 19, 2023, from https://www.campaigner.com/pricing/
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performance/*/999/3m?webSource=Total&key=fentybeauty.com,glossier.com,charlottetilbury.com
Sprout social pricing - how much does Sprout Social Cost? Sprout Social. (2023, February 17). Retrieved February 19, 2023, from
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