12/19/2023 0 Comments Model in fenty concealer commercialFenty from the Sourceīut, what better way to measure Fenty’s ad spend and strategy than to go to the source itself? seems to have taken an opposing strategy to the Savage X brand, cutting their spend almost 50% from the same time period last year, choosing to let Rihanna’s 30-minute infomercial – ahem, we mean, halftime show – do the marketing for them, running only a couple football-themed creatives across Facebook and Instagram. Savage X, Rihanna’s clothing/lingerie brand, got its own boost during the Super Bowl as the Fenty off-shoot launched a “Game Day Drop” campaign, riding on the heels of the halftime hype, spending $55k, and $3.9M total spend between January 1st and February 20th – a 50% increase from their ad spend during the same time period last year, with no upcoming halftime performance. What might be surprising is that Fenty, a seemingly stand-alone brand with star power behind it, is also promoted in separate co-marketed ads for the retailer, like this ad, promoting Fenty along with Benefit and No7. However, once again, this small amount of ad spend dwarfs in comparison to Boots UK’s total spend of $5.2M overall in the time frame. The result? Over 14.4M impressions combined for their Super Bowl-focused ad. The popular British retailer released their own campaign with creative messaging: “Fenty is treating you for the big game!” on Facebook, spending only $65k in a 4-day run leading up to the game. These UK Boots Were Made for Walkin’Īs the Brits are usually focused on a different kind of Futbol, the Super Bowl presented a unique opportunity for Boots UK, a British retailer of Fenty beauty, to siphon the local pig-skin crazed audience - or die-hard Rihanna fans - to their stores. Though not a large number, in contrast, for the same period in 2022, Sephora only spent about $4,300 on Fenty product ads. Taking a look at Sephora’s spend from January 1st, through February 20th, 2023, the retailer promoted several Fenty creatives the week before the game, spending $24k and grabbing over 2.7M impressions for their top two ads served across TikTok and Facebook. With that partnership, Sephora, owned by the beauty conglomerate, is the exclusive retailer for Fenty in the U.S. A Sephora Exclusiveįenty Beauty launched in 2017 in partnership with LVMH, a massive beauty and lifestyle brand with everything from wines and spirits to perfume and watch sub-brands under their umbrella. In effect, we’re removing the concealer for a fresh new look! That might not be the last beauty joke, so buckle up. We took a deep dive into how Rihanna’s halftime show affected the digital strategies of her personal brands and partnerships, compared them to other celebrity brands, and offer some insight into how you, as a beauty brand or retailer yourself, could use that competitive intelligence to influence your own strategy. So, how do smaller brands or retailers compete with celebrity ownership or endorsements, especially in the age of the influencer? Should you bury your head in the sand and assume you can’t spar in the digital arena? Or is it more advantageous to see how that brand is advertising, what channels, and what messaging, so you’re able to counter that strategy? And while that kind of exposure for a brand is enormous, having transparency into that competitor is just as important as your own advertising strategy. Horrendously hungover because there was a 2-4-1 special on Jäger bombs? Concealer.īecause I've already been shade matched in the foundation, I already knew my concealer shade was going to be the 170 (a no-brainer system, but God, not enough brands do this).There are very few once-in-a-lifetime events that can propel brands forward, or capture views in the hundreds of millions. I get pretty excited when a new Fenty product drops, but this one, in particular, had me more hyper than five-year-old on Christmas morning.Ĭoncealer is my favourite makeup product of all time, because it hides a whole host of problems. PRO Filt’r Instant Retouch Concealer Review: If it settles into lines, it's a no from me. As I'm getting older, I also like my concealer to have a smoothing effect. I usually go for a concealer that's one shade lighter than my foundation, to make the area look more luminous. I have combination skin, and the area around my eyes tends to be the most dry. I'm also starting to see some crow's feet and wrinkles around my eyes (joy). Samantha, Deputy Beauty Editor Beauty bio:įair skin (shade 170 in Po Filt'r foundation), with minor dark circles that tend to be more noticeable if I have a sh*t sleep. This content can also be viewed on the site it originates from.
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