Fenty

Madelynne Nagel

Tayja Strickland Emily Lucas FASM 415 Donald Levy

Miczjhane Clay

TABLE

OF

CONTENTS COMPANY OVERVIEW STRATEGIC INITIATIVE POP-UP SHOP PROPOSAL REFERENCES + SOURCES

COMPANY OVERVIEW Launched in September 2017 after two years of development. Rihanna designed the line to be worn by women all over the globe, no matter their skin type or tone, or their style. Originally launched in 1,620 stores across 17 countries. Initially launched 40 shade foundation release. 100% cruelty free.

EXECUTIVE SUMMARY Rihanna created Fenty Beauty “so that women everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Her vision, above all, is to inspire: “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”

CORPORATE INFORMATION Creation date: 2017 Président-directeur général: David Suliteanu Head office: 425 Market Street, 19th Floor San Francisco, CA 94105 Website: www.fentybeauty.com Employees: 200 Ownership- LVMH Volume- 10m annual sales

CURRENT DISTRIBUTION

Sephora (*exclusive) Harvey Nichols fetnybeauty.com

Current state of the beauty industry is growing at a faster rate than most traditional retail stores, Sephora offers a huge boost for upcoming self made beauty brands with strong social media presence such like Fenty. In a 2018 Forbes article, the beauty industry is a $445b market. Fenty is considered a high price point product as they were the first company to offer over 40 different shades of foundation and welcome the expression of beauty for all types of women and their makeup routine.

MARKET ANALYSIS

BRAND IDENTITY MATRIX Person- Bold, fierce, creative, all of Rihanna’s playful and carefree spirit, empowers women & embraces individual uniqueness.

Product- Concealer, Contour, Highlighter, Blushes,Primer, Blot tissue,Setting powder,Lip gloss, Lipstick, Eyeshadow, eyeliner, brushes, Body glitter/lotion.

Symbol- Symbol is an FB engraved on product.

Organization- Global, LVMH luxury goods, private.

KEY COMPETITORS Direct KKW Cosmetics Kylie Cosmetics Mac Urban Decay Too Faced Indirect Glossier Chanel Dior Marc Jacobs

High Price

Low Quality

High Quality

Low Price

CURRENT MARKETING & COMMUNICATION STRATEGY Fenty Beauty currently promotes within social media within Rihannas platform and fan base. + Photoshoots/campaigns + Instagram live on Fenty events + Print ads or billboards (if so would mostly be in LA) + Email promotions + Website + Sephora.com + WeChat + Youtube + Twitter + Vogue’s Beauty Tips + Promote all types of beauty on her runways shows

PRICE MATRIX Price range: Fenty $10-$130 Compared to key competitors, Fenty is seen as having a more inclusive product. Fenty is a more fun and creative brand that has the luxury excitement without being so “neutral” compared to their competitors, KKW beauty where the product has more neutral tones and more about contour as their main focus. Urban Decay and Too Faced as their own loyal consumers as well with good packaging/branding however, Fenty offers new excitement and all the qualities Rihanna has/endorses, the “hype” factor but MAC seems to be the top of the top brands still standing in makeup because of their brand history and highest quality of formulas/makeup artists but owned by Estee Lauder, they are still a participator in animal testing on their cosmetics.

BRAND ANALYSIS Product-Beauty/luxury makeup brand, inclusive, embraces all types of beauty Person- Rihanna as her full self Symbol- engraved FB, white glitter hexagon product design Organization- Global, LVMH luxury goods, private

S W + Cruelty free + Diversity/inclusion + Social media marketing + Rihanna fan base + Packaging + High demand + Caters to all skin types + Inclusive products and branding + Good quality/ makeup formula + Accessibility

+ Competition +Not accessible worldwide + Relatively new + Expensive + Reliance on celebrity appeal

O + International Expansion + New technology + Could use more celebrities to market + Increase distribution through brick and mortar + Product expansion + Collaborations + Fragrance + Makeup bag/cases + License expansion + Hair care

T + Pricing + Competition (other bloggers + celebrities) + Sustainability factor

STRATEGIC INITIATIVE

SANTA MONICA,CA

LOCATION Downtown Santa Monica The Third Street Promenade is an upscale shopping, dining and entertainment complex in the downtown area of Santa Monica, California. It is considered a premier shopping and dining district on the West-side and draws crowds from all over the Greater Los Angeles Area

RENT & SQ 1202 3rd Street Promenade Santa Monica, CA Floor 1: 14,740 sq feet Floor 2: 14,980 sq feet Rent: 180,000/ per month

SANTA MONICA FACTS + Over 6.3 million people visit Downtown Santa Monica annually, 3 million of whom are international visitors. + Downtown Santa Monica includes the world-famous Third Street Promenade and Santa Monica Place, named a “Shop ‘til You Drop Shopping Area” by Los Angeles Family magazine. + Outdoor shopping & growing area. + 3 blocks from beach. + Santa Monica has been recognized as one of the top ten sustainable cities in the United States. +618 businesses, employing 9,233 people in the retail sector (10% of Santa Monica’s total employment) with a total annual payroll of $412 million

Demographic 94,000 population 51% female, 49% male $79,000 median income Car + walking are top transportation Psychographics 65.7% white, 18.1% Hispanic, 8.8% Asian, 2.4% black $93,397.00 average household income Median gross rent in 2016: $1,572.

37% catholic, 5.2% Christian Sustainable Enjoy yoga, biking, walking, farmers market Average $/per visit $74.43 54.6% visit for shopping Technology Known as Silicon Beach, heart of the LA tech and startup scene with more than 500 companies calling the area home Companies like Snapchat, Google, YouTube and Facebook‌ are all here, to attract great employees from around the world Everyone loves pollution reduction and solar-powered technology.

LOCATION ANALYSIS

AREA ATTRACTIONS

Santa Monica Pier Santa Monica Place Montana Avenue Downtown Santa Monica Pacific Park Tongva Park Pacific Park Venice Muscle Beach Will Rogers Beach Santa Monica Pier Aquarium Santa Monica State Beach Restaurants & Clubs!

STRATEGIC

INITIATIVE

There has been improvements with enhancing the surrounding parks/traffic as new signage, traffic poles and landscaping elements were upgraded. New map boards direct to surrounding neighborhoods/entertainment, water fountain features were added. Creating high foot traffic/tourism for outdoor shopping centers, restaurants, parks and downtown apartment complexes. Offers an art scene/ museums, local health/pharmacies, local events/organizations and upscale high end dining.

INFRASTRUCTURE

Big Blue Bus, Metro, Expo Line, Dial a Ride Senior Service Downtown Parking Structures AREA FACTORS: PEDESTRIAN (WHERE BUS STOPS ARE) parking near Needs to meet ADA standards for disability store accessible for building codes NO SMOKING Parking Structures 1 through 9 and the Civic OF ANY KIND in California, although Center Structure and Civic Center Lot are open marijuana is legal, Santa Monica Promenade 24 hours per day, 7 days per week. is prohibited of any types of smoking, in parks, All monthly passes for the downtown condo/apt complexes, farmers market, bus structures are sold out. shelters, and outdoor dining.

Santa Monica parking meters accept payment by both credit card and coins. Meter are always in high demand.

About 6% of resident trips are made by bike, many employees commute to Santa Monica by bike, and many visitors come here specifically because they do not need a car to enjoy everything Santa Monica has to offer. Bike parking, bike share, Bikes @ Work, pedicabs, Bike Center- offering 350 secure bikes for free transportation/ bike rental and repair.

AREA FACTORS: BIKING

The City of Santa Monica has one of the most extensive transit networks among Cities of its size. 17% of residents ride the Big Blue Bus at least a few times a week and 12% ride some other transit service as often.

The City and Metro are making a significant investment in the Expo Light Rail Line, and also on facilities and services designed to increase access to future station areas for people walking, biking or busing.

HEALTH & SAFETY

If a business is located in Santa Monica, the City Planning Division must approve the business license application. In some instances, business license approval may also include approval from the Police Department. Businesses which are regulated by the County Health Services Department may need approval from that agency before a business license can be issued.

CITY REGULATIONS

AREA FACTORS: AUTO

STRATEGIC

INITIATIVE

The Resource Recovery & Recycling Division will provide commingled recycle containers to Santa Monica commercial customers. These may be collected daily, if necessary, from the area of regular collection service. There is no additional charge for commingled recycle containers for commercial businesses. TRASH FEES 300 hundred gallon containers 5x a week= 734.25

Before you erect, construct, enlarge, alter, repair, move, improve, remove, convert, demolish, equip or change approved use of any building or structure in the City of Santa Monica check for regulations with the Building & Safety Division

BUILDING & SAFETY

The Fire Prevention Division is responsible for enforcement of the Fire Code. In certain occupancy classes, subject to the State Fire Marshal’s Regulations, they are responsible for enforcement of non-structural provisions of the California Building, Fire, Mechanical and Electrical Codes. The Fire Prevention Division performs plan reviews, issues permits, and conducts inspections of new construction, fire protection systems, and hazardous processes.

The City retains approximately 14% of Property Tax revenue, based on the area of the City. The remaining funds go to Los Angeles County and other sources.

RENT FOR PROPERTY : 180,000 A Month

PROPERTY TAX

FIRE PREVENTION

Santa Monica’s parking facility tax rate is 10% of the total parking fee charged by the RECYCLING SERVICES operator for use of the parking facility.

The operator or person receiving payment for use of a parking facility collects the amount from the person paying the parking fee.

Main Street Employees (during work hours) if they were to park publicly..

Annual:$ 155.00 Semi-Annual: $ 105.00 Monthly: $20.00

The City of Santa Monica Municipal Code requires all businesses operating or located in Santa Monica to pay an annual business license tax. The business license tax year is a fiscal year, July 1st through June 30th.

A separate Business License is required for each branch establishment or place of business, and for each business activity operated in Santa Monica. Business licenses are not transferable between owners.

PARKING FACILITY TAX

LOCAL TRADE LAWS

STRATEGIC MUBL (Mixed- Use Boulevard Low) -This Zoning District is intended to facilitate the transformation of Sections of boulevards into vibrant, highly walkable areas with broad, pedestrian-friendly sidewalks, trees, landscaping, and local-serving uses with new buildings that step down in relationship to the scale and character of adjacent low density neighborhoods. Allowable ground floor uses include active, local-serving retail, open spaces such as plazas, service-oriented commercial uses, and residential and hotel uses in limited areas.

INITIATIVE

Active Commercial Design. The ground-floor street frontage of new buildings on commercial boulevards shall be designed to accommodate commercial uses and activities, subject to the following: A minimum average depth of 40 feet, but in no case less than 25 feet, for a minimum of 60% of the groundfloor frontage.

Minimum Floor-to-Floor Heights: 15 feet in all districts.

ZONING LAWS

ZONING LAWS

STRATEGIC A minimum of 70% of the facade facing a commercial street shall be transparent and include windows, doors, and other openings between 2.5 and 8 feet above finished grade. Openings fulfilling this requirement shall have transparent glazing or openings that provide views into work areas, display areas, sales areas, lobbies, or similar active spaces, or into window displaying merchandise or other items other than signs that are at least 3 feet deep.

INITIATIVE

This requirement may be modified by the Architectural Review Board if it can be demonstrated that the fulfillment of this requirement materially interferes with the project’s ability to meet the requirements of Municipal Code Chapter 8.36 – The Energy Code

ZONING LAWS

ZONING LAWS

HUMAN RESOURCES Upper level management will oversee the main marketing strategies for location operations, hand picked by LVMH, highly trained makeup artists and sales associates working together to specify the different areas in the pop up.

Salaries will be paid accordingly $15 an hr (min wage in Santa Monica: $13.25), Security shall be in place in the main entrance and on each floor (2).

Assistant manager will oversee financial goals/ training and both upper level management will report back to LVMH headquarters for sale records and status function operations of pop up.

PR/media manager organizing/spreading media awareness of pop up and social media posting.

Rihanna will have guest appearance for part of the grand opening-limited amount of customers/special guests before the public.

ADJACENT RETAILERS Club Monaco, Doc Marten, J.Crew, Tesla, Chipotle, Starbucks, P.F. Chang’s, Zara, Lush, Sur La Table

CONCEPT JUSTIFICATION We decided to create the Fenty store because we feel Fenty already gains so much notoriety and support from its consumers that creating a brick and mortar would only further their experience, bringing consumers closer to the brand.

DATE JUSTIFICATION

THE FENTY STORE Special Appearances by:

Saturday March ,2020 at NOON March - June We would market it as a Spring Fling / Mix & Mingle / Day Party at our location. Not only is this the perfect opportunity for people to network at party but the perfect setting for people to familiarize themselves with out brand.

While the store is open it will cater to spring, mothers day, spring break, graduation, Easter, and more!

TECHNOLOGY Our store will be technology driven with the use of...

W Ipads, smart phones , and our vending machines for purchase.

Ipad: to check back stocked items without having to leave the sales floor Iphone: color scanner ( take picture of customers skin color to detect their shade ) Vending Machine: Basic purchases of foundation/ concealer / highlighter

TARGET MARKET CHARACTERISTICS + Target Market is very youthful and fresh. + Diverse in demographic backgrounds. + Social media savvy individuals. + Individuals who are typically in tuned with pop culture and beauty. + Brand loyal. + Millennials

Age: 25 Job: Professional Makeup artist Salary: 500,000/1 year Location: Dallas, Texas Description: Has his own YouTube channel and posts fun makeup tutorials showcasing his passion for more color and fun makeup! Comes to Santa Monica for a business conference and stops in for the opening to get some new products!

Age: 32 Job: Boutique Owner Salary: $77,000/ 1 year Location: Santa Monica, CA Description: Liz owns her own boutique on Santa Monica Pier and loves going to yoga classes and walking her dog on the beach! She is busy working on her company but loves makeup and tries to keep up with the latest styles. She has a hard time finding makeup that matches her complexion and covers her rosacea.

armani

liz

sebastian

CUSTOMER PROFILE

Age: 22 Job: Student & part-time worker at Zara Salary: 25,000/ year Location: Chicago,IL Description: Armani is visiting Santa Monica on her college spring break and loves everything Rihanna!

She has a hard time finding foundation to match her skin shade and is excited to visit the store and get a full experience of Fenty Beauty while experiencing the local beach, restaurants, and clubs. She is looking to get color matched for her perfect shade and get a perfect Instagram shot.

POP-UP SHOP PROPOSAL

OBJECTIVE The goal of this pop-up is to encourage Fenty’s story and brand direction through a memorable experience tagging #fentypop. The objectives is to increase social media following, increase foot traffic to the Fenty location, drive sales for new product launches, and gain global media attention.

THE STOREFRONT

THE FOUNDATION WALL

THE ATTRACTION WALL

BEAUTY STATIONS

1ST FLOOR Foundation Wall

BODY STATION

EYE STATION

Foundation Wall

FR ON TD OO RS

Vending Machine

REGISTER

CA SH W RA P

Stairs to 2nd Floor

FLOOR 1- THE PINK FLOOR

LIP STATION

STAIRS

EYE STATION

BODY STATION

REGISTER

Foundation Wall

Vending Machine

CA SH W RA P

Stairs to 1st Floor

FLOOR 2- THE GALAXY FLOOR

LIP STATION

IN TE RACT IV E WAL L

Foundation Wall

2ND FLOOR

AMBIANCE

The Pink Room

THE PINK ROOM

#fentypop

AMBIANCE THE GALAXY ROOM

Galaxy

#fentypop

SPECIAL CHARACTERISTICS + Vending machines + Virtual engagement wall(motion sensor with filters) + Foundation wall of products + Chandeliers + Fairy bomb ottoman + Vanity Stations with cute messages in lipstick on the mirrors from Rihanna and drawers filled with makeup wipes, q-tips, tissues, samples/testers to take home, etc. + Compact #fentypop social media installation

VENDING MACHINE One per floor of the store.

Shaped as Fenty highlighter stick.

Featuring universal products and shades for a quick and easy checkout.

Products included..

Regular Size + Mini Gloss Bomb (2 shades) Pro Filt’r Primer

DISPLAY DETAILS

ASSORTMENT PLAN

FACE Pro filt’r foundation Custom match stix trio Pro filt’r primer Killawatt highlighter Instant pro filt’r

PRICE

MARCH AMOUNT

APRIL AMOUNT

MAY AMOUNT

JUNE AMOUNT

$34.00 $25.00 $32.00 $34.00 $26.00

200 200 200 200 200

200 200 200 200 200

200 200 200 200 200

100 100 100 100 100

TOTAL $23,800.00 $17,500.00 $22,400.00 $23,800.00 $18,200.00 $105,700.00

EYES

PRICE Fly liner Moroccan palette Eclipse Pro filt’r eye primer Galaxy palette

$20.00 $59.00 $20.00 $22.00 $59.00

MARCH AMOUNT 200 200 200 200 200

APRIL AMOUNT 200 200 200 200 200

MAY AMOUNT 200 200 200 200 200

JUNE AMOUNT 100 100 100 100 100

TOTAL $14,000.00 $41,300.00 $14,000.00 $15,400.00 $41,300.00

$126,000.00

BODY Fenty Body lava Fairy Bomb Diamond bomb Diamond Bomb Kabuki Duo Mini fairy bomb

PRICE

$59.00 $28.00 $38.00 $72.00 $14.00

MARCH AMOUNT

200 200 200 200 200

APRIL AMOUNT

200 200 200 200 200

MAY AMOUNT

200 200 200 200 200

JUNE AMOUNT

100 100 100 100 100

TOTAL $41,300.00 $19,600.00 $26,600.00 $50,400.00 $9,800.00 $147,700.00

LIPS Gloss bomb Stunna lip paint Stunna boss nudes Mattemoiselle Starlit

PRICE

MARCH AMOUNT

APRIL AMOUNT

MAY AMOUNT

JUNE AMOUNT

TOTAL

$18.00 $24.00 $24.00 $18.00 $19.00

200 200 200 200 200

200 200 200 200 200

200 200 200 200 200

100 100 100 100 100

$12,600.00 $16,800.00 $16,800.00 $12,600.00 $13,300.00 $72,100.00

BRUSHES & TOOLS Cheek hugging highlight brush Full bodied foundation brush Face + body kabuki brush Precision makeup sponge All over eyeshadow brush

PRICE

MARCH AMOUNT

APRIL AMOUNT

MAY AMOUNT

JUNE AMOUNT

$32.00 $34.00 $34.00 $16.00 $24.00

200 200 200 200 200

200 200 200 200 200

200 200 200 200 200

100 100 100 100 100

TOTAL $22,400.00 $23,800.00 $23,800.00 $16,800.00 $16,800.00 $103,600.00

GIFT WITH PURCHASE FU$$Y BALLERINA $36.00 On-line and Pop-Up shop exclusive Get Priscilla Ono’s exclusive pink pout lip look with one fullsized Gloss Bomb Universal Lip Luminizer in Fu$$y and a full-sized Mattemoiselle Plush Matte Lipstick in Ballerina Blackout.

SHE MOODY $43.00 On-line and Pop-Up shop exclusive Create Hector Espinal’s exclusive metallic brown lip look with these full-sized essentials: Mattemoiselle Plush Matte Lipstick in PMS, and Match Stix Shimmer Skinstick in Sinamon.

SHE MOODY

FU$$Y BALLERINA

GIFT WITH PURCHASE + Promote store opening, spring, graduation, mothers day, and spring break. + Packaging + Travel Case. + Can use as purse or “going out� bag. + Small travel pack with small makeup case, lip gloss, and lipstick. + Free product complements a range of skin tones.

PR KIT

FOR IMMEDIATE RELEASE

MARCH 6,2020 11:00 ET FENTY BEAUTY

“FENTY POP”

Fenty beauty announces pop up shop named “Fenty Pop” to showcase their award-winning beauty products and create an interactive space that really exhibits the brand.

MARCH 6, 2020- SANTA MONICA,CALIFORNIA-- Fenty beauty plans to host a 4-month long pop up shop to give customers a unique in-store experience of the brand. Since Fenty doesn’t have its own brick and mortar location, the company decided to open the doors of the old Banana Republic.

“Fenty’s mission is to create an experience that sticks with their customers so much that we can begin to develop brick and mortars all over the US, eventually, globally,” says Co-director Emily Lucas. Fenty plans to offer many interactive spaces that allow the visitor to be both entertained and educated about the brand. In addition to this, the brand plan to offer a special tech feature that allows the customers to shop conveniently for essential products. “We decided to create the Fenty vending machine to give our consumers faster access to them without waiting in a line,” says Head of Technology and Innovation Miczjhane Clay.

The pop up will be held at 1202 Third Street Promenade All products will be offered at the pop up including. Everyone who comes to the launch on March 26 11am-8pm will receive a special goody bag which includes two of their designer lip kits. The pop up will remain open for 3 months after the launch.

ADVERTISEMENT

LAX AIRPORT

MARKETING

Be one of the first ones to visit the Santa Monica Pop-Up store and you will recieve a free goodie bag with She Moody or Fu$$y Ballerina set. Tag us with your pictures with hashtag #fentypop.

#fentypop

SOCIAL MEDIA

#FENTYPOP

PROMOTIONAL

PLAN

MARCH

APRIL

CONTENT FOCUS: LAUNCH OPENING, SPRING BREAK TARGET CUSTOMER: (18-40) HS/ COLLEGE STUDENTS MARKETING MOMENT: INSTAGRAM, TWITTER, FACEBOOK,WEBSITE CONTENT DETAILS: POST 3XAWEEK 3XAWEEK GO LIVE/STORY TARGET KPI: TRAFFIC+ 25% FOLLOWS +15% COMMENTS +20%

CONTENT FOCUS: EASTER, SPRING BREAK TARGET CUSTOMER: (18-40) HS/COLLEGE STUDENTS MARKETING MOMENT: INSTAGRAM, TWITTER, FACEBOOK,WEBSITE CONTENT DETAILS: POST 3XAWEEK 3XAWEEK GO LIVE/STORY TARGET KPI: TRAFFIC+ 20% FOLLOWS +15% COMMENTS +20%

MAY

JUNE

CONTENT FOCUS: MOTHERS DAY, GRADUATION TARGET CUSTOMER: DAUGHTERS AND THEIR MOTHERS, GRADUATES MARKETING MOMENT: INSTAGRAM, TWITTER, FACEBOOK,WEBSITE CONTENT DETAILS: POST 3XAWEEK 3XAWEEK GO LIVE/STORY TARGET KPI: TRAFFIC+ 30% FOLLOWS +20% COMMENTS +30%

CONTENT FOCUS: SUMMER, SCHOOL IS OUT TARGET CUSTOMER: TOURISTS MARKETING MOMENT: INSTAGRAM, TWITTER, FACEBOOK,WEBSITE CONTENT DETAILS: POST 2XAWEEK 2XAWEEK GO LIVE/STORY- LAST CHANCE TARGET KPI: TRAFFIC+ 15% FOLLOWS +10% COMMENTS +10%

SALES FORECAST LOCATION FOOT TRAFFIC PER DAY

18053 18053 18053 18053 18053 18053 18053

PERCENTAGE OF CONVERSION TRAFFIC/FALL

0.008 0.008 0.006 0.006 0.006 0.008 0.008 Da y 1

Da y 3

D ay 4

D ay 5

D ay 6

D ay 7

Total

FOOTFALL

144

144

108

108

108

144

144

CONV.%

0.05

0.05

0.07

0.07

0.08

0.08

0.08

$145.00

$145.00

$145.00

$145.00

$145.00

$145.00

$145.00

TOT.REV

TOT.REV

TOT.REV

TOT.REV

TOT.REV

TOT.REV

TOT.REV

AVR.BASKET

(MKUP 60%)

Da y 2

SALES VOLUME $1,047.07 $1,047.07 $1,099.43 $1,099.43 $1,256.49 $1,675.32 $1,675.32 COGS $418.83 $418.83 $439.77 $439.77 $502.60 $670.13 $670.13

PRODUCT

%

Da y 1

Da y 2

Da y 3

D ay 4

D ay 5

D ay 6

D ay 7

FOUNDATION

0.4

$418.83 $418.83 $439.77 $439.77 $502.60 $670.13 $670.13

LIPS

0.2

$209.41 $209.41 $219.89 $219.89 $251.30 $335.06 $335.06

EYES

0.2

$209.41 $209.41 $219.89 $219.89 $251.30 $335.06 $335.06

HIGHLIGHTER

0.1

$104.71 $104.71 $109.94 $109.94 $125.65 $167.53 $167.53

CONCEALER

0.1

$104.71 $104.71 $109.94 $109.94 $125.65 $167.53 $167.53 Da y 1

AVR.PRICE

REAL

FOUNDATION

BRL 34.00

LIPS

BRL 24.00

EYES

BRL 59.00

HIGHLIGHTER CONCEALER

Da y 2

D ay 3

D ay 4

D ay 5

D ay 6

D ay 7

AVR .U N IT AVR .UNIT AV R.UNIT AV R.UNIT AV R.UNIT AV R.UNIT AV R.UNIT

TOT.

12

12

13

13

15

20

20

105

9

9

9

9

10

14

14

74

BRL 34.00

4

4

4

4

4

6

6

30

BRL26.00

3

3

3

3

4

5

5

26

4

4

4

4

5

6

6

34

OPERATIONAL

PLAN

MARCH APRIL MAY JUNE VENDING MACHINES

COST 7,360.00

TECHNOLOGY FIXTURES

167,520.00

MARBLE FLOORING

370,343.00

RENT

720,000.00

HR RESOURCES

100,000.00

DECOR

1,357,863.00 2,723,086.00

PROFIT & LOSS STATEMENT Sales

$106,801.55

Total Operational Costs: $2,723,086.00 Total Promotional Costs: $7,500.00 Total COGS: Total Loss:

$42,720.62

-$2,666,505.07

We lost a total of $2,666,505.07 for the launch of our Fenty Pop-Up Shop, we would like to think overtime as a store it will do better but our loss was mainly due to cost of products and our rent since we chose a larger space but the memories will last forever.

LAUNCH PARTY Rihanna visits pop up and shops at store, takes pictures with fans, in-store performance, does customers makeup at station while signing autographs. The pictures you take, share on social media and use hashtag #fentypop Budget: $60,000 Food: Fluff bomb cupcakes with branding signature and Fenty colors from Babycakes and cocktails and mock-tails for drinks.

Who were inviting: celebrities,models,brand ambassadors, select bloggers/Youtubers.

#fentypop

YOU’RE INVITED...

’ YOU

RE

IT INV

ED

nna Riha nty y b uty f Fe y Bea h event o p! t n e c o :F Who tore laun op-up sh enade p S m o t: w W h a a u t y ’s n e S t r e e t P r e d B 3r , CA ON : 1202 a Monica 19 at NO e r e Wh Sant y Mar ,20 turda n: Sa e h ate!

W elebr c e Com ntypop #fe

#fentypop

SOURCES

https://www.fentybeauty.com/about-fenty https://www.harveynichols.com/news/feature/fenty-brand-focus/ https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/ https://www.forbes.com/sites/chloesorvino/2017/05/18/self-made-women-wealth-beauty-gold-mine/#181fe94d2a3a http://suisman.com/portfolio/projects/downtown-santa-monica-street-infrastructure/ http://www.downtownsm.com http://www.downtownsm.com/sign-code https://www.smgov.net/Departments/PCD/Zoning/ https://www.smgov.net/Departments/PCD/Transportation/Motorists-Parking/ https://www.lvmh.com/group/about-lvmh/governance/executive-committee/bernard-arnault/ https://www.santamonica.com/wp-content/uploads/2015/04/Santa-Monica-Fact-Sheet.pdf https://www.downtownsm.com/files/dtsm-fact-sheet-and-demos_50605.pdf https://www.point2homes.com/US/Neighborhood/CA/Santa-Monica/Downtown-Santa-Monica-Demographics.html http://www.city-data.com/city/Santa-Monica-California.html https://42floors.com/us/ca/santa-monica/1202-3rd-street-promenade?listings=1361384%2C1361381%2C1361390 https://www.builtinla.com/2018/03/26/silicon-beach-guide-tech-scene https://www.bigdeansoceanfrontcafe.com/10-interesting-facts-about-santa-monica-that-will-surprise-you/ https://www.census.gov/quickfacts/fact/table/santamonicacitycalifornia,US/PST045218 http://media.metro.net/projects_studies/tod/images/r1_santa_monica.pdf https://www.downtownsm.com/files/thebeat_dtsm_1q17_72dpi_77350.pdf http://suisman.com/portfolio/projects/downtown-santa-monica-street-infrastructure/ http://www.downtownsm.com http://www.downtownsm.com/sign-code https://www.smgov.net/Departments/PCD/Zoning/ https://www.smgov.net/Departments/PCD/Transportation/Motorists-Parking/ https://www.lvmh.com/group/about-lvmh/governance/executive-committee/bernard-arnault/ https://www.santamonica.com/wp-content/uploads/2015/04/Santa-Monica-Fact-Sheet.pdf https://www.downtownsm.com/files/dtsm-fact-sheet-and-demos_50605.pdf https://www.point2homes.com/US/Neighborhood/CA/Santa-Monica/Downtown-Santa-Monica-Demographics.html http://www.city-data.com/city/Santa-Monica-California.html https://42floors.com/us/ca/santa-monica/1202-3rd-street-promenade?listings=1361384%2C1361381%2C1361390 https://www.builtinla.com/2018/03/26/silicon-beach-guide-tech-scene https://www.bigdeansoceanfrontcafe.com/10-interesting-facts-about-santa-monica-that-will-surprise-you/ https://www.census.gov/quickfacts/fact/table/santamonicacitycalifornia,US/PST045218

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