I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.
Signed (student):
Evie Maher N0843730
E Maher
2
CONTENTS PAGE:
1. T H E B R A N D
4-5 BRAND STORY 6-7 BRAND IDENTITY 8-9 BRAND VISION & MISSION 12-13 BRAND VALUES
2. T H E P R O D U C T
16-19 ABOUT THE PRODUCT
3. B R A N D P O S I T I O N I N G 22-23 PERCEPTUAL MAP
4. T H E C O N S U M E R
26-31 PEN PORTRAIT & CONSUMER
5. B R A N D G U I D E L I N E S
34- 39 LOGO GUIDELINES 40-41 FONT GUIDELINES 42-43 COLOUR GUIDELINES 46-47 TONE OF VOICE
6. S T O R E R E Q U I R E M E N T S 50-53 STORE REQUIREMENTS 54-61 PACKAGING REQUIREMENTS
7. C O M M U N I C A T I O N GUIDELINES
66-67 SOCIAL MEDIA 64-65 WEBSITE 68-71 YOUTUBE & EMAILS
8. S U S T A I N A B I L I T Y
72-77 SUSTAINABILITY
3
4
O U R
C O M P A NY
We are a cosmetics br and and we launched in September 2017, founded and created by ar tist Rihanna. We thrive our br and of f of being inclusive acr oss all skin tones and gender, especially with our Pr o Filt’r Foundation r ange. Originally we launched with 40 shades but we have since expanded our r ange to 50 shades, ensuring there is a shade for ever yone. We created our vision with Rihanna who has always wanted to be ahead of the game, we redef ine the rules with light-as-air formulas that love to be layered- In a global line up of shades designed for all. 5
O U R
I D E
Our br and was created so that wom focussing on a wide-r ange of tr ad
formulas that wor k for all skin typ vision is to inspire.
‘Make-up is there
It should never fe
and dare to do so 6
ENT I T Y
men and men ever ywhere would be included, itionally har d-to-match skin tones, developing
pes, and pinpointing univer sal shades. Above all our
e for you to have fun with. It should never feel like pressure.
eel like a uniform. Feel free to t ake chances and t ake risks
omething new or dif ferent.’ - R I H A N N A 7
U
R
M
IS
S
IO
8
&
V
IS
IO
N
O
N
Our mantr a is ‘Radiance Reimagined’ and we intend to achieve this with the release of boundar y-breaking shades of foundation, a selection of glowing highlighter s, luminous primer s, shimmering make-up sticks and the sexiest blotting powder s and paper, yet with countless and unexpected ways to shine bright, there is no doubt that we, with Rihanna are once again redef ining the rules.
“ B E A U T Y
F O R
A L L” 9
10
11
12
O U R V A L U E S For Rihanna, and us at Fenty Beauty we believe that beauty is an ener gy, its the ever-changing way we carr y our selves. It’s the power to light up a r oom or heat things up. It’s about emanating what’s inside and using make-up as a treat to celebr ate dif ference. One of our biggest values as a beauty br and is that we are 100% cruelty free.
13
“R A D I A N C E R E I M A G I N E D”
14
15
16
O U R P R O D U C T When creating our pr oduct line, it would have been too easy to launch with cr azy colour s and novelty pr oducts but we wanted to do things dif ferently. Implemented by Rihanna- as an innovator but also as someone who had per sonally experienced the gap in the mar ket for a pr oduct r ange that is truly represent ative of women of all colour. This is why we st ar ted specif ically with our Pr o Filt’r foundation r ange.
17
‘Foundation is one of those areas in the beauty industr y that has a big void for women at extreme ends of the shade spectrum. And so, I wanted to make sure that women of all skin tones were covered and they could be included in what I have created’ -RIHANNA 18
19
20
B R AND P O S I T I ON I NG 21
We have always positioned our selves as a diver se br and for a diver se customer base. We choose to back this dedication up with our mar keting and we always use our social media to connect with our customer s in unf iltered, or ganic ways. Ever ything we do is inclusive of and geared towar ds segments of consumer s that legacy beauty br ands have ignored and we chose to do it in a way that feels authentic at ever y step. 22
HIGH QUALITY
EXCLUSIVE
INCLUSIVE
LOW QUAL ITY
23
WE PIONEER DIVERSIT & INCLU
24
Y USIVITY
25
O U R
26
C ON S U M E R
D E M O G R A P H I C:
Our consumer s are people of dif ferent back gr ounds, r aces, gender s, ethnicities, nationalities and religions aged between 21 and 35 with an income of r oughly £20,000+ a year. Our br and is for the under represented and unt ar geted demogr aphic within the beauty and cosmetics industr y. Our consumer s are experiment al and have a passion for make-up, and we aim to t ar get the unconventional make-up wearer s too such as men. ‘Beauty For All’ is at the centre of ever ything we do, therefore aim to t ar get a wide demogr aphic. 27
P S Y C H O G R A P H I C: Our consumer s have a wide r ange of interests such as politics, fashion, beauty and lifestyle and therefore like to experiment and experience in life. They are quick to adopt new trends and are self expressive in their lifestyles. They have attributes such as str ong willed, passionate and fun-loving. 28
BEHAVI
Our consumer is that match their and per so
They have a lar ge so and will inter act and friends and
Br ands will get consumer s if th with thei
I O U R A L:
s loyal to br ands wants and needs nal values.
ocial media presence share their lives with d follower s.
G E O G R A P H I C: Our consumer s are located in built up, populated areas and like to tr avel to other cities and explore new sights.
boycotted by our hey don’t line up ir belief s.
29
P EN P O R T R A I T
Name: Patricia Bright
30
A ge: 33 Year s Old Occupation: Inf luencer/ Vlogger Location: London Name: Nadia R ydliova A ge: 24 Year s Old Occupation: Make-up Ar tist Location: Born in Lithuania, now lives in London
Is a mother of two girls and spends her time tr ying new beauty pr oducts and reviewing br ands on her YouTube channel. She struggles to f ind formulas and shades that exactly match her skin tone but enjoys experimenting. She is known for being an advocate for business women and black women. She has written her own book and is ver y successful in her career. She owns her own business and also owns pr oper ties. Skilled make-up ar tist and fashion blogger. Uses Inst agr am as her medium to share her ar t and has a lar ge following (700,000 follower s). Has ver y fair skin and struggles to f ind light enough shades for her complexion. Likes long lasting makeup and a base that can be easily layered.
31
32
33
B R A ND G U I D E L I N E S
L O G O
G U I D E L I N E S
It is impor t ant that our br and logo is consistent thr oughout ever y aspect of our br and. The spacing, crest and full logo has guidelines we must follow.
34
CORRECT
INCORRECT
INCORRECT
Sizing: Sizing can be changed depending on what we use it for. It should not be squished together or spread too wide. 35
Do- Keep the logo clear and pr opor tional
Don’t- Chan tr anspare
L O G O
&
THE
36
Don’t- Rot ate the logo
D O’S
W A
Don’t- Place a bo the log
nge the ency
O R K M A R K
ND
Don’t- Cr op the logo
DONT‘S
or der ar ound go
Don’t- Apply any texture or patterns
37
L O G O
&
W O R D M A R K
Our logo comes in two forms — a monogr am and a wor dmar k . In the wor dmar k , the clean, sans-serif and capit alised letter s give of f an authority and a master y. Cleverly, we switched the way the N sits to jump out at the consumer. We did this to be modern and cool to ref lect our br and. 38
Do- Experiment with colour s
Do- Remove crest if wanted Do- Keep the font style and pr opor tion of the wor kmar k
Do Not- Rever se the letter N, must remain backwar ds
F E NT Y
BEAUTY
FONT & TYPE FACE COLOUR PALETTE
BY RIHANNA
Do Not- Change the font style
C=0 M=0 Y=0 K=100
R= 255 G=255 B=255
39
T H E
F O N T
Scan to find Questrial Font
Q u e s t r i a l i s t h e p r i m a r y f o n t t h a t w e u s e a t F e n t y B e a u t y, ensuring that the spacing inbetween each letter is wide. 40
A l t e r n a t i v e l y, w e c a n u s e F r a n k l i n G o t h i c M e d i u m a s a s e c o n d option. Ensuring the spacing is wide again. The tracking must be set at 90 at least.
Scan to find Franklin Gothic Medium Font
41
42
B R AND C O L O U R P A L E T T E R=255 G=255 B=255
R=255 G=234 B= 241
R=243 G=199 B=223
R=253 G=218 B=182
R=248 G=192 B=172
R=251 G=217 B=206
R=234 G=177 B=160
R=208 G=131 B=103
R=178 G=141 B=123
R=124 G=63 B=0
43
44
45
T OT NOEN EO FO F V O I CV OE I C E
46
When addressing our consumers in marketing or on packaging or on social media posts our tone of voice is key to the values o f o u r b r a n d . We m u s t u s e i n c l u s i v e p r o n o u n s s u c h a s ‘ w e ’ , ‘ o u r ’ a n d ‘ u s ’ . We p r i d e o u r b r a n d o f f b e i n g i n c l u s i v e s o t h i s m u s t b e por trayed in our tone of voice. E m p l o y e e s s e l l i n g t h e p r o d u c t s m u s t b e f r i e n d l y, i n v i t i n g a n d make each and ever y customer feel special and wanted. This must be done by being bubbly and excited about the brand when selling the products.
47
S T O R E S T N E M E R R E Q U I
48
49
All our Fenty Beauty concession st ands and stores must have bright lighting that emphasises our pr oducts making customer s t ake notice and inter act with it. The stores must feature our classic hexagon shapes and must have a lar ge fascia and signage to make it clear who we are. The colouring of the stores must be bright and feature our br and colour s, black , white and neutr al pinks and pur ple. It is impor t ant for the stores to look clean and or ganised into sections, eg face, eyes, lips etc. This makes it easy to locate for customer s, making the main attr action our Pr o Filt’r st ar pr oduct. 50
51
52
Ensure there is a lot of mirrors around the store so customers can test products and see themselves. Employees must be helpful and encourage customer s to tr y products before buying them, making them feel comfor table to spend money on them. Our concession stands must stand out from the crowd and attract new and existing consumers. This should be achieved by being clean, well lit, organised and tidy at all times.
53
54
P A C K A G I N
G
R E Q U I R E M E NT S
55
We at Fenty Beauty like to make use of minimal and chic aesthetics for our pr oduct line. Our main colour palette is sof t pastels and whites with matted creams and pinks we pride our pr oducts on being sof t, serene and elegant.
56
We also have a matte coating ar ound a lot of our pr oducts such as the lip glosses and powder sets that makes our customer s want to reach out and inter act with them. Our minimalist design appeals to our millennial audiences. We chose a youthful design that captures a simplistic, and elegant creativity.
We like to play with shape at Fenty Beauty, st ar ting with our lip glosses and MatchStix, the pr oducts are encased in a fun and f lir ty, hexagonal shaped tube. The edgy and angular nature of our packaging gives us a modern, innovative shape that makes it cool and hip compared to classic beauty br ands packaging.
Our powder palettes and eye shadow palettes are also always created in a geometric shape, as are our nail polish cont ainer s. The shape of our pr oducts var y, they are all either shar p, angular or pointed to show their f ier ceness and customer s can have that fer ocity too if they buy our pr oducts. 57
R
58
E
P Q
A K
A U G IR I E NG M E N
C
T
S
59
Ou r e xt e rna l pac k aging is jus t as im p or t ant . We like t o keep t he p r od u c t s n e u t r a bo xe s f or th e pr oducts have an urb an, gr af f it i d es ign. T his s how s our e d g e a n d e
We a l s o ha v e lim it ed edition pac k aging f or s p ec ial c ollec t oions and e v e n t s su c h as o u r ‘ Dir ty Thir ty’ collection w hic h we c r eat ed f or R ihanna’ s 3 0 t h b i r t h d ay.
Ou r b r and da re s t o be dif f erent m uc h like R ihanna her s elf , s he is k n o w n f o r pu s h i n g bo u n daries and t aking ris k s . T his is r ef lec t ed in our c os m e t i c s.
60
al a n d s o f t c o lou ring, how e ver our eleg a n c e all in o n e pr oduct.
h
61
C O
62
O M M UN I C A T I ON G U I D E L I NE S
63
Most of our communications happen online. We are digitally focussed brand and our consumers are too. Our communication with our consumers is intimate, personalised and direct, this applies to us as a brand and Rihanna with the consumer s, as the founder.
64
O U R
W E B S I T E:
The Fenty Beauty website is our e-commerce platform and where consumer s can find out more about the products we sell. We have a shade finder section which helps our consumers shop from home without fear of misjudging foundation shades.
Our website features a weekly treat scheme where every W e d n e s d a y a n d F r i d a y w e o f f e r w e e k l y d e a l s o n o u r p r o d u c t s . 65
S O C I A L
M E D I A:
Social media is a crucial part of the success of our brand. It is how we build great consumer relationships and how we celebrate our consumer. Most of our content comes from consumers themselves, meaning our wor d-of-mouth is hugely power ful within the beauty indus tr y, especially.
66
Instagram and IGT V demonstrates our products and celebrates our diverse community
Twitter is our platform where we have discussions with our consumers and also promote and launch our products.
Facebook is where we repost tutorials and repost makeup looks created by our consumers.
We use pinterest to create mood boards for each of our product ranges, this is made to inspire consumer s and feed their creativity.
67
E M A I L S: We have a newsletter that our customers can sign up to, to get the latest launches, discounts, reviews and general information about our brand.
68
We use our social media and emails to promote discounts and deals which causes a lot of reposting and makes consumers want to buy from us.
69
Y O U T U B E:
Our YouTube platf orm is a crucial way we demonstrate and promote how we use our products. We have a series called Tut orial Tuesday s where Rihanna shows how she uses the products. 70
In addition t o our YouTube c hannel, other big YouTube s t ar s also pr omot e and re view our products which is a great way of reaching larger audiences. 71
72
S U S T A I NA B I L I T Y
73
ALL OF OUR PRODUCTS ARE PARABEN FREE
ALL OF O ARE CRU 74
Fenty Beauty is cruelty -free and ne ver t es ts on animals, nor do we allow supplier s or af f iliat es t o conduct animal t es ting on our behalf. While the majority of the pr oducts are free of animal bypr oducts, Fenty Beauty is not considered a vegan line: A handful of our pr oducts may cont ain ingredients of animal origin, suc h as beeswax and carmine.
UR PRODUCTS UELTY FREE 75
O S B A
76
UR PACKAGING IS MAGNETIC O AFTER THE PRODUCT HAS EEN USED THEY CAN BE USED S DECORATION
WE DONT LIKE TO USE ANY PLASTIC IN OUR S H O P P I N G E X P E R I E N C E.
T H E R E F O R E, W E USE PAPER BAGS & CARDBOARD PACKAGING
77
78
‘B E A U T Y F O R A L L’ 79
‘R A D I A N C E R E I M A G I N E D’