BY RIHANNA
Grace Boateng
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.
N0802431
Signed (student) ........................
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Brand vision 10-11 Brand Story Pages 6-7
Brand mission 12-13 Brand values 14-15
Brand Core Pages 10-17
Brand positioning 16-17 The consumer 18-19 Colour 20-23 Products 26-43 Packaging 44-45
CONTENTS
Logo 46-49 Font 50-51 Image guidelines 52-55 Faces of fenty 56-57 Tone of Voice 58-59 Distribution 60-67 Communication guidelines (across all touch points) 68-69 The Consumer Pages 18-19
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Corporate Social Responsibility 70-79 Corporate Information 80-81
Brand Guidelines 46-79
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Welcome,
ey Girlfriend, welcome to FENTY BEAUTY! A brand created for women of all shades, personalities, attitudes, cultures, and races. Named after our founder, singer, and entrepreneur, Rihanna (Riri), Fenty Beauty redefines the rules with lightweight formulas that love to be layered in a global lineup of shades designed for all. Rihanna’s vision has always been ‘ahead of the game’ which is why Fenty Beauty is too. We break away from traditional midtone makeup shades and offer 40 foundation shades, to be exact.
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e launched in 2017, after two years of comprehensive research and development. Our company is worth over $5 Million, earning over $72 Million after our first hour of sales. We have also been named by our parent company as ‘The first-ever global beauty launch in history.’
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“Foundation is one of those areas in the beauty industry 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 created.” - Rihanna, CEO and founder of FENTY BEAUTY BY RIHANNA.
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Our V ision O
ur vision is to inspire all women. Makeup is there for you to be creative with and have fun with. You should never feel any pressure either towards or against it. It should never feel like a uniform that you always have to wear. Feel free to take chances, and take risks, and dare to do something new or different.
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Our M ission O
ur mission as a brand is for all women to be included, focusing on traditionally hard-to-match skin tones, developing formulas that work for all skin types and pinpointing universal shades.
Our V alues
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t FENTY BEAUTY, we vow to always go beyond our products and services because our brand represents what we stand for.
1. Inclusivity. 2. Our customers are at the heart. 3. Defying beauty standards.
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eauty should be available to everyone regardless of their race, gender, or cultural background. Even if we changed our products, our logo design or our marketing strategies, our brand values will always remain the same.
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High Price
Brand positioning
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Low Popularity
High Popularity
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Low Price
All women...
The consumer
“There needs to be something for a dark-skinned girl, there needs to be something for a really pale girl … you want people to appreciate the product and not feel like: ‘Aw, that’s cute, but it only looks good on her.’” - Rihanna, CEO and founder of FENTY BEAUTY BY RIHANNA.
regardless of their race, gender, or cultural background.
The collection
40 Shades
“I have 100% involvement in the process, which made this so special and very fun. I had so much freedom in creating whatever products I wanted to make, and whatever colours or shades I wanted to make them, down to the fonts on the packaging. I look forward to everybody getting to see what we’ve been able to create so far.”
- Rihanna, CEO and founder of FENTY BEAUTY BY RIHANNA.
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Pro Filt’r Soft Matter Longwear Foundation P
ro Filt’r Soft Matte Longwear Foundation gives skin an instantly smooth, pore-diffused, shine-free finish that easily builds to medium to full coverage. The oil-free formula is made with climate-adaptive technology that’s resistant to sweat and humidity, and won’t clog pores so that wherever you are, it’s going to work on your skin. Best of all, this longwearing, light-as-air texture is undetectable on skin – so you always look like you.
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Aqua/water/eau, dimethicone, talc, peg-10 dimethicone, trimethylsiloxysilicate, polypropylene, isododecane, cetyl peg/ppg-10/1 dimethicone, nylon-12, hdi/trimethylol hexyllactone crosspolymer, phenoxyethanol, sodium chloride, hydrogen dimethicone, glycerin, magnesium sulfate, sodium dehydroacetate, disteardimonium hectorite, aluminum hydroxide, methicone, benzoic acid, dehydroacetic acid, propylene carbonate, ethylhexylglycerin, parfum/fragrance, silica, biosaccharide gum-4, ananas sativus (pineapple) fruit extract, carica papaya (papaya) fruit extract, paullinia cupana seed extract, potassium sorbate, sorbic acid. May contain/peut contenir (+/-): titanium dioxide (ci 77891), iron oxides (ci 77491, ci 77492, ci 77499).
Match Stix Matte and Shimmer Skinsticks M
eet the magnetised long-wear makeup sticks that come together in two light-as-air finishes and a shade line up to satisfy your every need. Matte Skinsticks conceal, correct, and contour. Shimmer Skinsticks highlight, blush, and enhance so you can mix and match, magnetise and multiply.
Tricaprylin, C12-15 alkyl ethylhexanoate, polyethylene, polymethyl methacrylate, octyldodecanol, sucrose acetate isobutyrate, mica, cera microcristallina/ microcrystalline wax/cire microcristalline, octyldodecyl neopentanoate, silica, polymethylsilsesquioxane, caprylyl glycol, cetyl PEG/PPG-10/1 dimethicone, VP/eicosene copolymer, VP/hexadecene copolymer, cocos nucifera (coconut) oil, pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate, tocopheryl acetate, ascorbyl palmitate, sodium hyaluronate, tocopherol, calcium sodium borosilicate, synthetic fluorphlogopite, calcium aluminium borosilicate, polyethylene terephthalate, acrylates copolymer, tin oxide. May contain/peut contenir (+/-): titanium dioxide (CI 77891), iron oxides (CI 77491, CI 77492, CI 77499), yellow 6 lake (CI 15985), yellow 5 lake (CI 19140).
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Pro Filt’r Retouch Primer N
othing is sexier than touch-worthy skin: Pro Filt’r Mini Instant Retouch Primer is the first step to getting there on the go. Paired with Pro Filt’r Foundation, this oil-free travel-sized primer smooths away the look of pores, visibly evens skin tone and texture, and instantly absorbs shine without feeling dry or chalky. That means smoother foundation application and longer makeup wear.
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nlike a basic mattifying primer, Pro Filt’r’s cushiony, touch-me-now texture mattifies skin with the lightest-possible feel, for a full-on sensorial experience. And the universal invisipink formula? It’s not just pretty – it creates a filter-like blurring effect and melts instantly into all skin tones without a trace. Pro Filt’r works all day to help makeup last longer, feeling lightweight and comfortable, so you don’t have to worry about your skin – and you’ll be ready for anything.
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Aqua/water/eau, dimethicone, isododecane, glycerin, cetyl PEG/PPG-10/1 dimethicone, pentaerythrityl tetraisostearate, polymethylsilsesquioxane, nylon-12, phenoxyethanol, dimethicone/vinyl dimethicone crosspolymer, sodium chloride, talc, magnesium sulfate, sodium dehydroacetate, disteardimonium hectorite, benzoic acid, tocopheryl acetate, dehydroacetic acid, propylene carbonate, hydrogen dimethicone, ethylhexylglycerin, parfum/fragrance, aluminium hydroxide, coral powder, sodium hyaluronate, xanthan gum, titanium dioxide (CI 77891), iron oxides (CI 77491, CI 77492).
Portable Touch Up Highlight,
Contour and Concealer brushes B
lend in, but stand out. The magnetic Portable Contour & Concealer Brush attaches to its perfect partner – Match Stix Matte Skinstick – so you can correct, conceal, contour or simply touch up wherever, whenever. Smoothly tapered, soft synthetic bristles are cut for fool proof precision, letting you instantly blend Matte Skinstick’s buildable, powder soft formulas until you’ve achieved just the right amount of coverage.
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ake your glow places it’s never been before. The magnetised Portable Highlighter Brush was born to snap to your favourite Match Stix Shimmer Skinsticks, letting you create your own custom highlighting collection.Slanted, soft synthetic brush hairs trace the angles of your face to expertly diffuse Shimmer Skinsticks with speed and precision you’d never imagine from a tool this petite.impact.
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urn up and touch up with the ultimate on-the-go blotting powder brush. Custom-made to pair with Invisimatte Blotting Powder, the Portable Touch Up Brush has a retractable design and magnetic panel, so it snaps right in to the bottom of the powder compact, always there when you need it.
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Synthetic bristles
Invisimatte Blotting Powder D
on’t be caught without the perfect blot. Take it from Rihanna, who blots on the fly to stay photoready 24/7. This universal blotting powder contains an exclusive pore-diffusing complex that absorbs shine and gives you a natural matte refresh for an instantly filtered look— so you’re always ready for a shine-free snap.
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nvisimatte’s translucent powder is completely traceless against all skin tones and won’t cake, clog pores, creep into fine lines, or disturb makeup.
Talc, silica, aluminium chlorohydrate, squalane, octyldodecyl stearoyl stearate, zinc stearate, octyldodecyl myristate, hydrogenated polycyclopentadiene, HDI/trimethylol hexyllactone crosspolymer, caprylyl glycol, phenoxyethanol, manganese violet (CI 77742), hexylene glycol.
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Invisimatte Blotting Paper B
lotting paper is sexy, said no one ever – until now. Super compact, portable, and straight-up chic, Invisimatte Blotting Paper is beauty’s ultimate underdog with a serious makeover. Because – take it from Rihanna – blotting is key to keeping your makeup looking just applied.
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ift away shine while leaving makeup perfectly untouched. Made with natural botanical fibres in the same expert technique as traditional Japanese paper, Invisimatte is as absorbent as it is silky smooth, with a continuous pink scroll that lets you choose your perfect size sheet every time.
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he best part? It works in stealth mode – no glaring residue – with a refillable lipstick-sized compact that’s small enough to fit in the palm of your hand. So go for it. De-sheen and be seen, anywhere you roll, streetside to courtside. you’re always ready for a shinefree snap.Invisimatte’s translucent powder is completely traceless against all skin tones and won’t cake, clog pores, creep into fine lines, or disturb makeup.
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Made with natural botanical fibres
Killiwatt Freestyle Highlighter L
ight up where you want, when you want. Killawatt Freestyle Highlighter was born to reflect your every mood with its line-up of luminising solos and duos. With a dose of skin-glorifying colour, Killawatt ranges from subtle day glow to insanely supercharged, with shades that were designed for all skin tones.Unlike your everyday highlighter, Killawatt keeps skin lit beyond sundown with its weightless long-wear formula – a cream-powder hybrid that instantly melts into skin and blends with almost zero effort. Another win, it’s loaded with superfine shimmer for an ultra smooth, creamy texture.
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Sand Castle: dimethicone, synthetic fluorphlogopite, mica, isododecane, polyglyceryl-2 triisostearate, triethylhexanoin, polyethylene, magnesium myristate, phenoxyethanol, silica, trimethylsiloxysilicate, aqua/water/eau, aluminum powder (CI 77000), titanium dioxide (CI 77891), bismuth oxychloride (CI 77163), iron oxides (CI 77491), carmine (CI 75470). Mint’d. Mojito: mica, dimethicone, silica, isododecane, polyglyceryl-2 triisostearate, triethylhexanoin, polyethylene, magnesium myristate, phenoxyethanol, tin oxide, trimethylsiloxysilicate, aqua/water/eau, aluminum powder (CI 77000), titanium dioxide (CI 77891), bismuth oxychloride (CI 77163). Lightning Dust: talc, dimethicone, isododecane, synthetic fluorphlogopite, caprylic/ capric triglyceride, phenoxyethanol, mica, tin oxide, bismuth oxychloride (CI 77163), titanium dioxide (CI 77891), iron oxides (CI 77491, CI 77492, CI 77499), carmine (CI 75470).Fire Crystal: dimethicone, isododecane, synthetic fluorphlogopite, talc, diisostearyl malate, polyethylene, calcium aluminium borosilicate, cetyl dimethicone, phenoxyethanol, silica, tin oxide, aluminium calcium sodium silicate, calcium sodium borosilicate, titanium dioxide (CI 77891), bismuth oxychloride (CI 77163), manganese violet (CI 77742), iron oxides (CI 77491, CI 77492, CI 77499), carmine (CI 75470).
Body Lava T
hat post-vacay glow is now yours year-round with this smooth, gel-based body luminizer that glides on and leaves skin feeling dewy to the touch. Get ready to bathe your skin in a gloriously high-shine finish that does to your body what highlighter does to your cheekbones.
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elebrate the look and feel of glistening skin after a day of island hopping. Light-diffusing micropearls blended with a sheer tint of colour accentuate all skin tones for a silky, sun-soaked sheen any time of the year. Strip down in WHO NEEDS CLOTHES?!, a radiant rose gold, glow up in BROWN SUGAR, a lustrous bronze, or light up in TROPHY WIFE, the same 3D hyper-metallic gold that changed the highlighter game. Delivered in a generously sized bottle, Body Lava’s ultimate drenchedin-light radiance—plus its addictive floral vanilla scent—was born to dew your body right. Hydrogenated polyisobutene, isododecane, ethylene/propylene/styrene copolymer, calcium sodium borosilicate, synthetic fluorphlogopite, silica, parfum/fragrance, butylene/ ethylene/styrene copolymer, pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate, tin oxide, titanium dioxide (ci 77891), iron oxides (ci 77491, ci 77492). Hydrogenated polyisobutene, isododecane, ethylene/propylene/styrene copolymer, calcium sodium borosilicate, silica, parfum/fragrance, synthetic fluorphlogopite, butylene/ ethylene/styrene copolymer, pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate, tin oxide, titanium dioxide (ci 77891), iron oxides (ci 77491), carmine (ci 75470).
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Hydrogenated polyisobutene, isododecane, ethylene/propylene/styrene copolymer, synthetic fluorphlogopite, silica, parfum/fragrance, butylene/ethylene/styrene copolymer, alumina, pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate, tin oxide, iron oxides (ci 77491, ci 77499), titanium dioxide (ci 77891).
Gloss Bomb Universal Lip Luminizer E
xplosive shine that feels as good as it looks. THE stop-everything, give-it-to-me gloss that feels as good as it looks: Gloss Bomb delivers explosive shine in one perfect rose nude shade handpicked by Rihanna herself, FENTY Glow. We’re talking the unicorn of nudes that looks good on everyone.
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ne luscious swipe of Gloss Bomb’s XXL wand gives lips more to love, while conditioning Shea butter enriches from within. Lips look instantly fuller and smoother, with a non-sticky formula that’s super shiny and has an addictive peach-vanilla scent you just can’t get enough of.Drench lips in the FENTY Glow – it’s the ultimate finishing touch to every look.
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Polybutene, octyldodecanol, bis-diglyceryl polyacyladipate-2, tricaprylin, cera microcristallina/microcrystalline wax/cire microcristalline, polyethylene, silica dimethyl silylate, VP/eicosene copolymer, VP/hexadecene copolymer, butyrospermum parkii (Shea) butter, mica, sorbitan oleate, silica, octyldodecyl neopentanoate, ethylhexyl palmitate, caprylyl glycol, butyrospermum parkii (Shea) butter unsaponifiables, aroma/flavour, parfum/fragrance, tribehenin, pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate, sorbitan isostearate, tocopherol, tocopheryl acetate, synthetic fluorphlogopite, tetrahexyldecyl ascorbate, lactic acid, calcium sodium borosilicate, calcium aluminium borosilicate, polyethylene terephthalate, palmitoyl tripeptide-1, acrylates copolymer, tin oxide, titanium dioxide (CI 77891), iron oxides (CI 77491, CI 77499), benzyl benzoate, limonene.
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Packaging
iri is known for bringing the gap between R&B and pop together, by producing music that appeals to the mainstream market whilst keeping an edge that sets her apart from other artists. This is reflected in our packaging. The outer packaging attests to Riri’s rebellious nature, while the makeup itself is clean, widely accessible and simple. ‘Fenty’ and ‘Perf’ are graffitied onto some of our packages. Graffiti as we all know it is associated with rebellion and we rebel against normalized beauty standards.
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e have ‘FB’ (FENTY BEAUTY) engraved into some of our products such as our ‘Killiwatt Freestyle Highlighter’ and our ‘Invisimatte Blotting Paper’. Having our initials engraved into our products adds a personal touch to the product. We do that so that our consumers have a constant reminder of who we are.
Logo
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ur logo is simple. We use a black-bordered background with ‘FENTY BEAUTY BY RIHANNA’ inscribed on it using the font ‘Arial’ in white. White is a colour associated with innocence and purity. However, the colour black along with the ‘N’, which is backwards, reflects the ‘rebellious’ nature of our brand and our founder, Rihanna. The contrast of the two colours show the inclusive nature of our brand, no matter who you are, we have something for you. The same concept applies to our white bordered background with black text.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Our F ont
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he font that we use across the whole of FENTY BEAUTY is identified as Menlo. Menlo, is a modern monospaced sans serif typeface fabricated by Jim Jyles in 2009. We use this font because it is easy to read on both small and large scales. Menlo is a versatile font and therefore offers us professional, bold and classic typefaces that are recognised globally.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Image guidelines
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e want our consumers to sense the values and essence of FENTY BEAUTY through our images. This applies to all of the images across all of our touch points from the ones that we post on our social accounts to those that we use on our advertising campaigns. All of our images must be of high quality, we do not like blurry or pixilated images because that is not what we are about.
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hen we shoot individual products, we much communicate it clearly and sharply. The product must be shown in its full potential because our products are the main focus of our images. We put emphasis on showcasing our products because it is important to us that we always in the minds of our consumers. Riri resonates with many black women, having her model her own products creates a bond between the product and the user.
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t is important that our logo is visible on all of the images we use across all touchpoints. This is so that our beauticians can have a consistent reminder of our products. The logo can be placed elsewhere to fit the purpose of an image however, it can not obstruct the view the product on display or in the way our models.
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or our social accounts, we are consistent with the content we release on there, posting more than once a day. It is important to us that we are on the mind of our consumers because being consistent is what keeps you relevant. We always make sure that our images are familiar with our users, in the sense that our images speak volumes. By this we mean, every consumer must be able to relate to our images. It doesn’t matter if it is because of the product on display or because of the models in action, it has to be familiar.
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The product is the main focus of this image, the ‘FB’ engraving is clear and so is the logo.
Clear and sharp images. Showing a product at its full potential.
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FACES SLICK WOODS
Duckie Thot
O Halima
F Aden
FENTY
Camila Costa
Palomija
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Tone Of Voice
e want a strong and lasting relationship with our consumers which why we make ourselves approachable, poise and understanding. With every publication, because we are modern, keeping a professional tone is vital so we can transmit our expertise as a brand. Sometimes, because Fenty Beauty is an exhilarating and ‘dope’ brand, we also use colloquial expressions. This means that we use everyday conversational words ‘drip’ and ‘bitch’ part of our lexicon.
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ur tone of voice is the same across all areas of our brand. In person or online, our consumers must understand what stand for and what we are all about. It is important that our audiences hear the same voice when they are interacting with our brand, especially on social accounts.
FENTYBEAUTY.COM
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n our website, you can shop all of our amazing FENTY BEAUTY goodies. Our website is incredibly userfriendly, it has a straightforward navigation bar which has every segment of our site on it. When you initially get onto the site, we do not bombard you to sign up to our newsletter subscription as we think that is a choice you make on your own. If you do decide to ‘get on the list’ the option will always be available on the top left side of our website.
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he image on our home page varies monthly depending on which one of our products is shapopping. We hope that you enjoy navigating and shopping on our website!
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urrently, we do not have a store but, we are working on it. When we do, we want our store to incorporate every aspect of Fenty Beauty. Our store must have an unforgettable in-store experience for all of our customers.
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ith French heritage, Sephora is a multinational chain of department stores that retail beauty and personal care products. Sephora is a conglomerate of our parent brand, LMVH, offering skin care, hair care, fragrance and, cosmetics. Sephora stocks high-end cosmetic brands such as Lancome, Too Faced cosmetics, Huda beauty, and Kat Von D. We want FENTY BEAUTY to be available in there because we too are high-end. Being amongst such brands creates the perception that we want our consumers to have our brand.
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ur products can be found at Harvey Nichols’ flagship store which is located in Knightsbridge, London and on their website. Our products are available at their flagship store because of the location. Knightsbridge is known as one of London’s most affluential and popular retail areas, especially for tourists.
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arvey Nichols has seven stores within the UK and Ireland, consisting of five large-format stores in London, Edinburgh, Birmingham, Leeds and Manchester, and two small-format stores in Bristol and Dublin. This store is known for offering a remarkable in-store experience for their customers. Exclusive, niche and established labels sit alongside accessible everyday collections, offering customers the must-have edit for all their wardrobe needs – from everyday to extraordinary.
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Communication
(Across all touchpoints)
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aintaining a loyal and close relationship with our consumers is essential to us because we are a familiar brand. Of course, we cannot engage with all of you physically so, social media is a prominent way for us to stay in contact and connect with our beauticians. Social media enables us to promote our brand, deal with customer queries, broadcast exciting news and updates about our products and events and subsequently, visually present our products.
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ll of the platforms we use grant us to enhance our brand exposure because of the level of exposure we get from them. We use influential platforms such as Snapchat because we can observe our ‘insights’ to understand what content works best for all users involved and extrapolate future performance. The platforms offer instant two-way communication between us and our consumers making it easier for us to target distinct demographics (targeted advertising).
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ur uppermost social platforms are Instagram (over 7,000,000 followers), Twitter (over 400,000 followers)and YouTube (over 500,000 subscribers). Our social platforms are important to us because it is the quickest and easiest way to keep both our consumers and personally updated. We engage with a range of social media platforms as a touch point where we can communicate with our consumers.
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urrently, Instagram is our biggest platform. As people, we are visual in the sense that we gather and interpret more information through visuals communication. Twitter does this. Youtube does this. Snapchat does that. Instagram does that. Instagram also caters to an interesting audience. It offers publicly available posts like Twitter, but at the same time has greater control over spam and reasonably secure personal networks. It isn’t limited to just one social function, unlike other social platforms which can be very limiting. Instagram offers hashtags, IGTV, story highlights and Instagram Live which are all real-time interactive mediums for a business and its consumers.
Youtube
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What does CLF stand for:
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e are not just another foundation; we are teachers and students, advocates and allies, working to improve the quality of life for communities across the globe.
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e tackle issues through local innovative education projects and connection with global partners, advocacy groups, decision makers, and philanthropists.
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he Clara Lionel Foundation (CLF) was founded in 2012 by Rihanna in honor of her grandparents, Clara and Lionel Braithwaite. CLF supports and funds groundbreaking and effective education, health and emergency response programs around the world. With the voices of Rihanna and her fans, CLF also engages in global advocacy with the goal of improving the quality of life for young people everywhere.
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e believe in the right to education as a weapon against injustice and inequality, and the right to health as a necessity for happiness and productivity.
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ight now, 263 million young people are not in school globally. All kids deserve equal access to education.
ogether we can make real change in education for children all over the world.
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To donate you can scan the barcode. 78
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Corporate InformationETAILS* LVMH Moët Hennessy - Louis Vuitton 22, avenue Montaigne, 75008 Paris - France Tel: +33 (0)1 44 13 22 22 Fax: +33 (0)1 44 13 22 23 gs *DETAILS*