Fenty Beauty by Madison

F E N T Y B Y

C ou rtn ee Ros s H ad l e y Sc hm ues er C oo ki e Be t anc es Ma di son Todd

B E A U T Y

R I H A N N A

P rofessor Mary A l ons o FA S M 410 Fenty B eauty P op - U p S hop Fal l 201 8

T A B L E

O F

C O N T E N T S

04. Company History 09. Target Market 14. Customer Profiles 20. Competitors 26. Company Analysis

C O M P A N Y

H I S T O R Y

F O U N D I N G

Rihannaâ&#x20AC;&#x2122;s obsession with makeup started when she was a little girl watching her mom put lipstick on every morning. The obsession with expressing her individuality through makeup led her to release the most inclusive line of foundations on the market. This was the birth of Fenty Beauty.

M I S S I O N

Rihanna saw a need in the market for the first all inclusive beauty brand that serves the needs of all skin types and tones. Fenty Beauty products are designed to feel lightweight, even as they deliver buildable coverage that effortlessly layers, to ultimately â&#x20AC;&#x153;make skin look like skin.â&#x20AC;? Fenty beauty offers products to inspire and allow for customers to have fun with their beauty routine.

D E S C R I P T I V E

W O R D S

P l a y f u l E m p o w e r i n g M o d e r n F i e r c e A l l

I n c l u s i v e

C u t t i n g - E d g e

V A L U E S

Q u a l i t y B e a u t y

f o r

a l l

I n n o v a t i o n

T A R G E T

M A R K E T

D E M O G R A P H I C

Motto: “Beauty for All” People of different ethnic backgrounds, races, genders, ethnicities, nationalities and religions Untargeted, underrepresented demographics in cosmetics and beauty Marginalized, minority groups by race, skin tone and ethnicity, sexual orientation and other sociopolitical factors Upper mid-range annual income ($50,000 - $100,000) Includes younger, affluent population (25-35) or“New Money” Unconventional makeup users, including men

P S Y C H O G R A P H I C

Targets primarily “Inno vators” and “Experiencers” Confident eno ugh to experiment Receptive to new ideas and technologies Wide variety of interests, including beauty, lifestyle, fashion and politics The first to be in/out of trend adoption Spontaneous, fun-loving and personable Strong-willed, determined and passionate Go against the mainstream; self-expressive Heightened sense of visual stimulation

B E H A V I O R A L

Loyal to brands that match their personal value systems Will boycott brands that do not line up with their beliefs Make the highest number of financial transactions Known to challenge societal standards of beauty Penchant for social media use

G E O G R A P H I C

Lives in populated, metropolitan areas

C U S T O M E R

P R O F I L E S

D U C K I E

T H O T

Age: 22 Sudanese, born in Australia Up-and-coming supermodel Lack of availability of her deeper shade of foundation from other beauty brands Known for advocating for the advancement of dark-skinned women in fashion

B R I T T A N Y

W E S T

Age: 24 African-American, born in Houston YouTuber / Self-taught MUA Long time beauty enthusiast Known for sponsored promotions Buys for the integrity of the product

M A E V E

W H A L E N

Age: 21 Irish-American Has extremely pale skin Lack of availability in foundation with cool undertones

C O M P E T I T O R S

F E N T Y

Online | Sephora Pro Filt’r Foundation | $34 | 40 shades Rihanna wanted to “make skin look like skin,” and allow them to have fun with their beauty routine. I ndividuals who are underrepresented in beauty. They love being connected on social media.

K Y L I E

C O S M E T I C S

Online | Pop Up Stores Skin Concealer | $20 | 30 shades â&#x20AC;&#x153;Kylie strives to share her best kept beauty secrets to her fans.â&#x20AC;? Young girls who are a fan of Kylie or are social media based, always wanting to have the next beauty trend.

G L O S S I E R

Online | New York, Los Angeles, Chicago Locations Perfecting Skin Tint | $26 | 5 shades “Beauty isn’t made in a boardroom, it happens when the individual is celebrated... Makeup should be the fun part, not the fix.” Millenials who are interested in social media, but also connect ing to the brands they buy from through customer service. Interested in healthy skin and minimal makeup.

E S T E E

L A U D E R

Online | International Department Stores Double Wear Foundation | $42 | 56 shades The company stands for creativity, innovation, and a voice for everyone. Estee Lauder is a company started by a woman for women. Tried and true customers, but also younger generations.

C O M P A N Y

A N A L Y S I S

S T R E N G T H S

Cruelty free Customer Loyalty Innovative culture Uniqueness Diversity / Inclusion Supply chain Rihannaâ&#x20AC;&#x2122;s fanbase Social media marketing

W E A K N E S S E S

Relatively new brand Not accessible worldwide Competition Price point (contradicting to the mission statement)

O P P O R T U N I T I E S

Financial leverage Online market New technology New markets International expansion Revolutionize

T H R E A T S

Competition (other influential lines from celebrities) Pricing Bad Reviews Substitute products

O B J E C T I V E S

O B J E C T I V E S Create brand awareness Establish brand presence Offer brand experience Increase social engagement Educate excisting & new customers Showcasing new products Colla borations Testing new markets New Business ideas

M I S S I O N

The pop-up shop will help to create brand awareness through new markets and customers. This will be accomplished through new communications of products at a specific location where traffic is constant & specific to Fenty Beauty.

T A R G E T

C U S T O M E R S

T A R G E T

The Bachelorette This group of girls are in there mid 20â&#x20AC;&#x2122;s and are approaching their peak earning years. These girls do not want to be tied down and just want to have fun. Because of this, they tend to have a more lucrative budget and hold a lot of potential to invest in the brand. This group of consumers tend to be experiencers and strivers.

C U S T O M E R S

The Party Girl The party girl segment consists of woman that are between the ages of 19-21 that are still in college that appreciate the night life and making memories.This group of consumers is just accumulating an income and spend most of their time on social media, as well as online shopping. This group consists of experiencers.

The Beauty Junkie The beauty Junkie segment represents the gen-z and millenials that have a passion for makeup and keep up with all of the funky beauty trends. These girls know their brands, what they offer, whatâ&#x20AC;&#x2122;s new, and which brands are conquering certain product categories. These consumers are the first of their friends to try new products and wear trendy lipstick and eyeshadow colors. Youtube and Instagram makeup tutorials are constantly being watched by this consumer. These are innovators.

I M P A C T

O N G R O W T H

Capture the attention of consumers from several locations and creates a complete brand experience Creates brand awareness through social media features Provides a way to collect customer data that will be tailored to Fenty brand, rather than Sephora Current pop-up industry valued at $50 million USD

( Am er ic an M ar k eti ng As s oc i ati on)

F I N A N C I A L

O V E R V I E W

E S T I M A T E D

C O S T S

P ro mo t i o n : B illboar ds and Ba n n e rs S t or e/ W indow D i s p l a y s Digit al m ar k et i n g S t or e S ignage

P eo p l e: M ak eup ar t is t s Inf luenc er c am e o s Rihanna

P r oduct:

L ocation: R e n t - $ 8 ,2 0 0 dai l y/ $57,000 w eekl y Gro s s a re a - 6 77,138 ft. squared In s tru me n ts and E qui pment Ov e rh e a d s/uti l i ty costs Ma i n te nance Fees S e c uri ty Team D i g i t al Facets S a les Team

Merchandi si ng D i spl ays P roduct D i spl ay P ackagi ng

Logistics: Inventory management S hi ppi ng costs

T O P

C O M P E T I T O R

Pop-Up Shop

Sales

Kylie Cosmetics

18 million

I M P A C T

O N

S A L E S

W hile F en ty B e a u ty w a s i n tro d u c e d runni ng neck-and-neck w i th some of i ts di rect c om pet it ors , th e b ra n d mu s t a c ti v e l y push new content to remai n at the forefront. Tot al annual re v e n u e i s ro u g h l y $ 1 0 .7 5 mi l l i on. P op-up sal es w i l l hel p to keep the brand re l e v a n t i n th e eyes of i ts consumers. A n int r o d u c ti o n to e v e n w i d e r ma rket segments and creati on of exci tement A n int r oduc t i o n o f a n e x c l u s i v e , re g i o n al col l ecti on - rei nforci ng the brand strength of fu n , i n te ra c ti v e a n d engagi ng marketi ng efforts

P R O F I T A B I L I T Y

S h o r t te r m :

Long ter m :

B oos t t o a n n u a l s a l e s

B oost to overal l sal es

G ar ner m edia a tte n ti o n /p u b l i c i ty

P ossi bl e brand extensi ons

Analy z e of t r end s fo r n e w s e a s o n s

P ossi bl e l ocati on storefront

In creas e c us t om e r/b ra n d re l a ti o n s h i p

B ri ck-and-mortar ow nershi p

C O M P E T I T O R

S U C C E S S

K Y L I E

C O S M E T I C S

7 locations including Las Vegas, Nevada Last November, Kylie Jenner opened 7 pop up shop lo cations within different Top-Shops around the U.S Customers liked the fact that they could see the lip stick colors and did not have to guess about what they would receive in mail. This brought existing customers in, as well as potential customers who were converted into customers Exclusive lip kits were offered at each location, which was very successful in creating excitement around the shop $18 million in revenue

B I R C H B O X

Opened in London in January 2017 and was extended an extra 2 months due to a high success rate Featured a “create your own Birchbox” experience which led to success amongst it’s competitors Because of this pop-up, brand awareness is at a record high Let customers try products that otherwise, they would not have the opportunity to try Company attributed their 93% growth in sales to “overall performance and brand awareness”

G L O S S I E R

Has had several pop-up shops turned permanent locations Realized some customers want to see and test the products out before buying Had so much success with one of their New York pop-up shops they decided to leave it permanently operating Mirrored the website presence aesthetic and found this successful Create experiences tailored to the Glossier customer such as Cafes

S T R A T E G Y

K N O W L E D G E

T O

G A I N

Future store location Scope and size of potential market Reaction to exclusive merchandise Sales in this location vs. others Inventory management for the first long-term location Effective marketing plan

A D V A N T A G E S

Providi ng in - store tutorials Make - up artists to assist in beauty sessions Influencer visits Ideal experiential shopping with a personalized experience Exclusive product available for the pop - up Venue is very well known and allows for an immense amount of foot traffic

L O C A T I O N

L A S

V E G A S

- 36.7 million annual visitors - 44.3 is the average age of visitors - 16% of visitors are international - Average of 315 weddings per day Due to the facts above, we believe Las Vegas would be the best location for a Fenty Beauty Pop - Up because of its diverse customer base and overall attraction for shopping.

T H E

F O R U M

S H O P S

â&#x20AC;&#x153;Shopping Wonder of the Worldâ&#x20AC;? 160 Specialty stores and restuarants Louis Vuitton, Versace, Giorigo Armani, Valentino and Gucci 42.9 million people visited in 2016

V E N U E

C U S T O M E R

P R O F I L E S

K A I T L Y N

M aid of Honor in a Br idal Par t y

25 years o ld Wo rks as a denti st offi ce desk recepti oni st duri ng the day P e r sonal Trai ner at P l anet Fi tness at ni ght 3 ti mes a w eek $40,000 annual sal a r y A usti n, Texas S i ngle R eason for vi si ti ng Las Vegas: A ttenti ng best fri ends B achel orette part y Most l ooki ng forw ard to: P artyi ng i n Vegas Just w ants to have fu n Loves doi ng her makeup, “me ti me” Creates professi onal l ooks w i th her makeup for her da y j ob S hops at S ephor a L o v es w atchi ng Grey’s A natomy and l ayi ng out at the pool Ow ns the Fenty P ro Fi l t’ r pri mer and trusts the bran d

D A N Y E L L E

Ma k e u p J u n k i e

1 8 years old Works a t her loc al c off e e s h o p F ini sh i n g up her las t y e a r o f h i g h s c h o o l N ew Orl eans , Lous iana C ompl i ca t ed Relat ions h i p S ta tu s R ea so n for v is it ing Las Ve g a s : Sp ri n g b re a k v a c ati on Exci ted to go t o pr om C ap ture s unique ex per i e n c e s o n h e r i Ph o n e R el i g i o usl y f ollows m a k e u p tre n d s L oves l i stening t o m us i c a n d d ra w i n g L oves Ari a na G r ande a n d R i h a n n a O wns th e F ent y gold K i l o w a tt h i g h l i g h te r a n d Ga l axy eye se t

H A Y L E Y

The Bir thday Gi r l

21 years o ld Works at H & M ful l ti me I n col l ege at Grand C anyon U ni versi ty studyi ng nursi n g P hoeni x, A ri zona D ati ng Jake, B asktbal l pl ayer at GCU R eason for vi si ti ng Las Vegas: C el ebrati ng her 21 st bi rthday w i th col l ege fri ends Most l ooki ng forw ard to: P artyi ng, eati ng, and shoppi ng H as been anti ci pati ng turni ng 21 for forev er Trendsetter w i th makeup and cl othi ng Loves w atchi ng N etfl i x and shoppi ng on her phone through Instagram D ri ves a Jeep Li ber t y Ow ns the Fenty gol d K i l ow att hi ghl i ghter and the P ro Fi l t â&#x20AC;&#x2122;r Foundati on and has an array of l i qui d l i psti cks and hi ghl i ghters i n her cart onl i ne and trusts the brand

T I M I N G

L E N G T H

O F

S T A Y

Fenty Beautyâ&#x20AC;&#x2122;s pop - up shop will be open for one month, during May of 2019. This season is a great time to talk about beauty products and many people will be out shopping due to the great weather. We will only be hosting the pop - up shop for three weeks to ensure it is a limited and unique experience for guests. Since we will be located in the Forum Shops, there will be guests consistently throughout the day. Our store hours will be 10 am - 11 pm, Monday - Sunday.

L A Y O U T

Our pop - up store will have a specific layout due to it being in a shopping center. We decided to chose an open retail space in the Forum Shops that was 19â&#x20AC;&#x2122;x 17â&#x20AC;&#x2122;. The store is laid out similar to that of a normal makeup store, however we added additional elements such as lighting features and decorative storage to help us make the most out of the space while still being digitally advanced. Checkout will be done through iPads and Squares. This was decided upon because of the ease and versatility iPads offer.

A M B I A N C E

S T O R E

Product stands Mirrors with lighting features Display boards Shelves iPads and squares Tall makeup chairs Window display Ambiance lighting Display stands Digital advertisements

F E A T U R E S

Mock ups by Nicole Lay a

S T A F F I N G

S T A F F

We are going to have a wonderful staff at our p o p - u p shop. While working to set up the pop - up s h o p , w e will be in contact with makeup artists in the Las Vegas area to see if they would b e i n t e r e s t ed in working for Fenty Beauty for 3 weeks . We w i l l b e sending 4 employees down to run the store as managers. We expect to hire another 8 local makeup artists as sales associates. 8 Beauty Advisors (Sales Associates) : $14/h r 3 Beauty Advisors (Managers): $18/hr 1 Supervisor (Store Manager): $25/h r

S C H E D U L E

Staffing Schedule Beauty Artist: Beauty Advisor: Supervisor: 9:00 AM 9:30 AM 10:00 AM 10:30 AM 11:00 AM 11:30 AM 12:00 PM 12:30 PM 1:00 AM 1:30 AM 2:00 AM 2:30 AM 3:00 AM 3:30 AM 4:00 AM 4:30 AM 5:00 AM 5:30 AM 6:00 AM 6:30 AM 7:00 AM 7:30 AM 8:00 AM 8:30 AM 9:00 AM 9:30 AM 10:00 AM 10:30 AM 11:00 AM 11:30 AM

Sunday

Monday Tuesday Wednesday Thursday

Friday

Saturday

Beauty Artist 1 Beauty Artist 2 Beauty Artist 3 Beauty Artist 4 Beauty Artist 5 Beauty Artist 6 Beauty Artist 7 Beauty Artist 8 Beauty Advisor 1 Beauty Advisor 2 Beauty Advisor 3 Supervisor

U N I Q U E

F E A T U R E S

S H O W G I R L

P A L E T T E

Showgirl Palette: $57 Retail A limited edition palette of ten all new hyper - metallic eyeshadows in a range of Las Vegas Showgirl inspired shades designed to make all skin tones pop. Like all Fenty palettes you know and love, the Showgirl palette keep skin lit beyond sundown with its weightless longwear formula - a cream - powder hybrid that instantly melts into skin and blends with almost zero effort. Another win: itâ&#x20AC;&#x2122;s loaded with extra fine, ultra - smoot shimmer to make all your showgirl dreams come true.

ShowGirl

D E T A I L S

The Showgirl Palette features 10 colors of eyeshadow, all named after Showgirl elements. -

Bright Lights Jackpot Star Showtime Dancer Cabaret Feather Curtain Neon Baby Burlesque

Bright Lights

Star

Dancer

Feather

Neon Baby

Jackpot

Showtime

Cabaret

Curtain

Burlesque

A D V E R T I S E M E N T

M A R K E T I N G

L O C A L

B L O G G E R S

We will be sending out 25 Showgirl Palettes to makeup artists and influencers in the Las Vegas area. They will recieve these as part of a gift in asking them to post and promote the product on their social media accounts, if they so desire. This in turn will drive their followers to either check out Fenty Beauty for the first time, or become interested in the pop - up shop. Both of these outcomes are beneficial for Fenty and the success of their business.

I N F L U E N C E R S

We are going to have two different influencers in the store during the first two weeks. Anna will be coming on Week 1 Saturday and Jamillette will be coming on Week 2 Saturday. They will be able to come in and give their advice to customers and show them how they use the Showgirl Palette.

D E T A I L S

We will have each of our bloggers come in at one point during the first two weeks of our pop - up, perferably on Saturdays to gain the full amount of foot traffic desired. While they are in the store, they will be showing customers what they love about the Fenty products and also all of the new ways to wear the Showgirl Palette. At the end of the 3 week period, we will ask all of our influencers to come back on the last Saturday to have a big party celebrating our time in Las Vegas.

V I P

V I S I T O R

We are expecting Rihanna to come to the closing party on the last Saturday we are open. This will be a festive event where bloggers who have visted the store will come in and get to spend some time with Rihanna. Also, she will do beauty tutorials on customers in the store, which is an exciting experience for any fan. This will be announced one day bef ore on Fenty Beauty social beauty accounts, saying â&#x20AC;&#x153;Someone special is headed your way, Las Vegas!â&#x20AC;?

A S S O R T M E N T

P L A N

T O P

5 Top Sellers Item

Pro Filt'r Foundation

Matte Match Stick Shimmer Match Stick Showgirl Palette Stunna Lip Paint Average basket Margin

I T E M S

Price $34 $25 $25 $57 $24

$33 65%

A S S O R T M E N T Product Classification Pro Filt'r Foundation: Primer Totals Match Stix Shimmer Matte Totals Killawatt Kilawatt Foil Totals Invisamatte Blotting Paper Touchup Brush Blotting Powder Totals Stunna Lip Paint Totals Mattemoiselle Plush matte Totals Chill Owt Killawatt Palette Avalanche Frost Bunny Snow Daze Totals Showgirl Pallette Pallette Totals Brushes & Tools Full Body Cheek Hugging All Over Tapered Sponge Contour & Concealer Totals Net

Shades in Collection

# of Sizes

40 1

# of SKUs

Total Units on hand

Avg. Retail

1 1

40 1 41

2000 50 2050

$34 $32

$68,000 $1,600 $69,600

2 2

$136,000 $3,200 $139,200

52%

10 20

1 1

10 20 30

300 600 900

$25 $25

$7,500 $15,000 $22,500

2 2

$15,000 $30,000 $45,000

17%

6 3

1 1

150 75 225

$34 $36

$5,100 $2,700 $7,800

2.5 2

n/a n/a n/a n/a

6 3 9

$12,750 $5,400 $18,150

1 1 1

1 1 1 2

30 30 30 90

$16 $24 $32

$480 $720 $960 $1,680

2 2 2

$960 $1,440 $1,920 $3,360

5 5

300 300

$24

$7,200 $7,200

2.5

$18,000 $18,000

$18

$8,820 $8,820

$17,640 $17,640

n/a n/a 2 2

1 1 1 1

1 1 2 2 4

24 10 24 24 82

$54 $99 $36 $39

$1,296 $990 $864 $936 $1,800

2 1 2 2

$2,592 $990 $1,728 $1,872 $3,600

n/a

1 1

125 125

$57

$7,125 $5,700

$21,375 $11,400

n/a n/a n/a n/a n/a n/a

1 1 1 1 1 1

1 1 1 1 1 1 6

30 30 30 30 30 30 180 4442

$34 $32 $24 $24 $16 $24

$1,020 $960 $720 $720 $480 $720 $5,700 $130,800

2 2 2 2 2 2

$2,040 $1,920 $1,440 $1,440 $960 $1,440 $9,240 $265,590

490

$ Stock on hand

P L A N Plan Turn

Plan Sales

Percent Total

S A L E S

F O R E C A S T

SALES FORECAST

65% markup

Location foot traffic Percent of walk-ins In-store footfall Conversion rate Purchases made Average Basket Sales COGS

Monday Tuesday Wednesday Thursday Friday Saturday Sunday Weekly Total 3 Week Total 104,000 104,000 105,000 108,000 112,000 115,000 110,000 758,000 2,274,000 0.006 0.006 0.007 0.008 0.009 0.01 0.007 624 624 735 864 1008 1150 770 5775 17,325 10% 10% 10% 12% 15% 20% 12% 62 62 74 104 151 230 92 776 2328 $33 $33 $33 $33 $33 $33 $33 $2,059 $2,059 $2,426 $3,421 $4,990 $7,590 $3,049 $25,594 $76,782 $721 $721 $849 $1,198 $1,746 $2,657 $1,067 $8,958 $26,874

based on 2000 person foot traffic per 15 minutes

Sales forecast with 65% markup based on 2,000 person foot traffic per 15 minutes.

C O S T S Operational Costs Units Technology

iPads (64GB) Speakers/sound system Internet (Century Link) Decor/Fixtures Construction Rent (per sq. ft) Staffing Minimum wage Employees Shipping/Packing/Logistics 40 ft. container Boxes Tape Bubble Wrap TOTAL OPERATIONS Promotional Costs Launch Party Paid Social Advertising Facebook Instagram Website Bloggers and Influencers Press Release Total Promotions Operational Costs Promotional Costs Total Cost

3 4

Length of Time

Individual costs

4 weeks

$700 $350 $110

323

4 weeks

$141

180 12

Hours

$14

1 120 50 50

$2,350 $1 $3 $4

Total Costs $3,610 $2,100 $1,400 $110 $13,000 $60,000 $45,543 $30,240

$2,834 $2,350 $134 $150 $200 $155,227 Total Costs $2,000 $500 $0 $0 $500 $1,000 $1,000 $5,000 $155,227 $5,000 $160,227

We intend to promote enough to create awareness surrounding the existence of the pop - up shop, yet minimal enough to coincide with its exclusive nature and limited geographic presence. The core of the promotion will be the parties to build excitement surrounding the opening of the shop, product delivered to bloggers, and a press release distributed to several social media outlets. Social media promotion is also the crux of the promotion, but will be posted on the existing social accounts, rather than through paid advertising.

P R O F I T

S T A T E M E N T

Profit and Loss Total Revenue COGS Operational Promotional Total Cost Total Profit/Loss

$265,590 $26,874 $155,227 $5,000 $187,101 $78,489

K N O W L E D G E

G A I N E D

W H A T

W E

We were intrigued to learn more about the entire cost that goes into setting up a pop - up shop. There are so many details that go into the costing, therefore its impertinent to make sure everything has purpose and meaning because it can get costly.

L E A R N E D ?

W A S

I T

S U C C E S S F U L ?

To determine success financially of the pop - up shop, we will measure foot fall at the store and the daily conversion rate. Also, by tracking the total inventory sold. To evaluate the success in brand awareness and overall customer reaction, we will be analyzing any feedback that we recieve from the consumers. Whether this is in-store, or on any social media outlet, we want to see if this is something our customers truly enjoyed and would like to see again.

W H A T

C O M E S

N E X T ?

If the pop - up is successful, there could be a possibilty of opening a brick and mortar store. Also, depending on customer feedback from the rest of the United States through social media and other connections, we could potentially be able to spot the next spot to open a pop - up shop. This is definitely the key factor in Fenty Beauty, so we will make sure to do full research on any area before potentially starting another business venture.

S O U R C E S

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