Since its launch in 2017, Fenty Beauty by Rihanna has become one of the most talked-about beauty brands in the world. Its meteoric rise is not accidental, it is the result of intentional, strategic use of the marketing mix at every stage of the brand life cycle to strengthen consumer perception and long-term brand equity.
Brand Development Stage
At this early stage, Fenty Beauty focused on establishing a clear, differentiated identity and generating awareness.
Product
Fenty’s first offering centered around Pro Filt’r Soft Matte Foundation, launched in an unprecedented 40-shade range to cater to a broad variety of skin tones. This product strategy made inclusivity a defining characteristic of the brand and a key point of differentiation in a crowded category.
Price
While positioned in the prestige beauty segment, Fenty maintained a relatively accessible price point compared with ultra-luxury beauty brands. This helped the brand appear premium yet attainable, reinforcing its inclusive message
Place
Fenty Beauty debuted globally at Sephora (both online and in-store) in 17 countries simultaneously, ensuring broad exposure and validating the brand through association with an established retailer.
Promotion
Rather than leaning on traditional advertising, Fenty harnessed Rihanna’s personal brand and her massive social media presence for organic buzz. Digital campaigns, influencer seeding, and social media engagement drove awareness and excitement long before products were in consumers’ hands.
Impact on Consumer Perception & Brand Equity:
Fenty’s development-stage marketing built immediate brand relevance and emotional connection. The focus on inclusivity helped consumers feel seen and valued, creating positive attitudes toward the brand and a strong foundation of brand equity built on trust and representation.
Brand Growth Stage
As Fenty moved into growth, the focus shifted to expanding the brand’s footprint and deepening consumer engagement.
Product
The product line expanded quickly beyond foundation into comprehensive makeup categories. New launches (concealers, highlighters, lip products, etc.) maintained the inclusive philosophy, keeping the product portfolio fresh and relevant.
Price
Fenty maintained consistent pricing, and also introduced gift sets and bundled offerings that increased perceived value and incentivized larger purchases without diluting prestige positioning.
Place
The brand strengthened its omnichannel distribution, balancing Sephora placements with direct-to-consumer experiences through FentyBeauty.com. Digital tools like virtual shade finders improved online conversion.
Promotion
Promotion became more dynamic, leveraging social media campaigns, user-generated content, and influencer collaborations to sustain excitement around new releases. Each product launch created buzz, and ongoing community engagement reinforced brand affinity.
Impact on Consumer Perception & Brand Equity:
Fenty’s growth-stage marketing shifted consumer perception from novelty to ongoing relevance and trustworthiness. The meaningful engagement with diverse audiences drove brand loyalty and equity, as consumers increasingly associated Fenty with continuous innovation that reflects their values.
Brand Maturity Stage
In maturity, Fenty Beauty focuses on defending market share and deepening emotional brand relationships.
Product
The brand continues to innovate with new formulations, extensions, and trend-aligned products. Innovations such as skincare–makeup hybrids reflect evolving consumer expectations.
Price
Pricing remains stable to protect Fenty’s premium position, while strategic promotions (limited-editions, special sets) sustain excitement without cheapening the brand.
Place
Fenty’s global distribution and strong e-commerce presence now play a role in reinforcing loyalty, using digital tools to personalize experiences and broaden access.
Promotion
Promotion in maturity leans heavily into brand storytelling, cultural resonance, and community-driven campaigns rather than product-only ads. Fenty uses authentic narratives and social engagement to maintain relevance.
Impact on Consumer Perception & Brand Equity:
Mature-stage marketing reinforces Fenty’s identity as a culturally significant, value-driven brand rather than a trend. By aligning product innovation with meaningful consumer values such as inclusivity and representation, Fenty strengthens long-term brand equity in a competitive landscape.
Conclusion
Across the brand life cycle, Fenty Beauty has masterfully applied the marketing mix:
- Development: Differentiation and emotional connection through inclusive product and founder-driven promotion
- Growth: Expansion and engagement through product breadth, omnichannel access, and community-focused communication
- Maturity: Relevance and loyalty through innovation, purposeful messaging, and strategic placements
The result is a brand that not only sells makeup but also represents a movement, turning marketing mix strategy into enduring brand equity.
References
Jin, Y., Zhang, Y., Zhao, Y., & Zhu, K. (2025). Fenty Beauty’s Marketing Strategy: Inclusivity, Social Media, and Celebrity Leverage. Journal of Education, Humanities and Social Sciences.
Celebrity Beauty Brand Digital Marketing Strategy: A Case Study of Fenty Beauty (2023). BCP Business & Management
Fenty Beauty Marketing Strategy: How Inclusivity Became Industry-Defining. (n.d.). Latterly.org
How Rihanna’s Fenty Beauty Delivered ‘Beauty for All’. (n.d.). The Marketing Society
Fenty Beauty Marketing Mix: Inclusive Branding and Global Strategy. (n.d.). Latterly.org
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