Brand Case Study Mia Morales FMRK340 Prof. Bendoni Spring 2021
Table of Contents Brand Introduction......................................................1 Golden Circle................................................................1 Effective Communication Consumer Personas..........................................3-6 Principles of Communication..........................7-8 Ethical Behavior Fenty Beauty Ethical Behavior......................10-11 Global Perspective Fenty Beauty Global Perspective..................13-15 Marketing Principles Positioning Map....................................................17 SWOT Analysis................................................18-21 Significance of Storytelling................................22 Drivers of Change................................................23 Data Intelligence............................................24-26 Diffusion of Innovation.......................................27 References............................................................28-30
Brand Introduction
Fenty Beauty was founded on September 8th, 2017 by musical artist Robyn Rihanna Fenty. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as accessories and tools. The brands products are available in multiple types and 50 skin shades. Fenty Beauty is also a subsidiary of Louis Vuitton Moët Hennessy (LVMH), a French conglomerate that specializes in luxury goods.
The Golden Circle
WHY Their makeup products are made to be all inclusive and encourage loving your natural skin tone.
HOW Appeals to a large consumer base by offering product variety and 50 tint shade range.
WHAT Offers a variety of makeup products to suit multiple skin types and skin tones. PAGE 01
Effective Communication
Consumer Personas Targeted Consumer Groups Within their industry, Fenty Beauty is focusing their attention on the following consumer groups: Solidarity Spenders, Joy Seekers, The Impossibles, as well as the consumer sentiment, hope. Mentioned in WGSN’s Shopper Forecast 2021 insight report Solidarity Spenders “…will spend more based on their social values, supporting minority-owned brands and investing in underrepresented communities” (Saunter, 2021). In Yelp’s 2021 Trend Forecast report, it was stated that in 2020, consumers searched for Black-owned businesses 25 times more and women-owned businesses 50 times more than they had in 2019. Additional support comes from the Consumer Index Report from Suzy Insights shared by WGSN, who reported that “65% of consumers are more likely to support a brand that cares about the same social issues they do” (Saunter, 2021). Discussed in the same report, the Joy Seeker consumer group seeks out escapism, and makeup offers escapism in the way that it can be used as a creative outlet for self-expression and can be therapeutic for some. This will allow consumers to engage in an activity that feels self-indulgent, which is another element deemed essential by this group. In WGSN’s Future Consumer 2023 report they dive deeper into the consumer group The Impossibles and the consumer sentiment, hope. The Impossibles are described as being “fuelled by the anger of 2020 and lack of institutional and governmental assistance, this cohort looks to utilize technology and their peer groups to create a future where anything is possible” (Bell, 2021). Data that supports this group comes from a 2020 Compare Cards report which found that almost 40% of the American population, 38% to be exact, were currently refraining from engaging with a least one company in regards to lack of diversity. In regards to the consumer sentiment hope, which has become even more relevant during the Covid-19 pandemic, WGSN shares that hope in comparison to optimism, focuses on desired outcomes and an individual’s personal contributions to reach said goal. It was also stated that “Neuroscientists have been investing in the science of hope, and studies found that when people feel hopeful, the brain releases neurochemicals called endorphins and enkephalins which mimic the effects of morphine” (Bell, 2021). This relates to Fenty Beauty’s ability to be an allinclusive brand, giving consumers hope that further change within the beauty industry is closer than they think.
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Consumer Personas Graphs
38%
65%
"38% of Americans...are currently boycotting at least one company for lack of diversity." (Future Consumer 2023: Bell, 2021)
"65% of consumers are more likely to support a brand that cares about the same social issues they do." (Shopper Forecast 2021: Saunter, 2021)
25x more searches
50x more searches
Searches for Black-owned businesses occurred 25x more (6,500% increase) in 2020 than 2019 (Yelp 2021 Trend Forecast)
Searches for women-owned businesses occurred 50x more (114% increase) in 2020 than 2019 (Yelp 2021 Trend Forecast)
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Consumer Personas Demographics and Psychographics In regards to the demographics and psychographics, the tools that aided me in building Fenty Beauty’s consumer personas include internal information from the company’s website and data from external sources. Nina and Malika are essential to Fenty Beauty because they embody what the company is about. On the company’s website is a quote from Rihanna that states “Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line.” Both Nina and Malika identify as female, are within the age range, make at least $50,000 a year (occupation salary from Glassdoor), live in a major city, and have values that align with at least one of the consumer groups listed. With Nina starting her fashion brand on Instagram, and Malika being social media savvy overall, their ages fall in line with data that states that “90% of 150 million users on Instagram [are] under the age of 35 (Harker, 2020). In terms of psychographics both consumers value ethically responsible brands, are educated, and live fast paced lifestyles.
Demographic
Psychographic
Gender: Female Age: 20 - 35 Income: $50,000+ Location: Major city - Los Angeles, NYC, Miami, London, etc. Consumer Groups: Solidarity Spenders, Joy Seekers, and/or The Impossibles
Values equality, brand transparency, creativity, & socially/ethically responsible brands Educated Fast paced lifestyle Social media savvy Opinionated Confident Self-expressive Politically involved Brand loyal
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Consumer Personas
Nina Age: 27 Education Level: Some college Career: Fashion Entrepreneur (IG) Income: $50,000/year Location: London,UK Values: Quality, Creative Spaces, Brand Transparency, Sustainable Products Off the Cuff Attitude, Creative, Spontaneous, & Opinionated
Malika Age: 23 Education Level: College Grad Career: Swimwear Buyer Income: $65,000/year Location: Los Angeles/Miami Values: Authenticity, Diversity, Self Care, Socially/ethically responsible brands Personable, Traveler, Social Media Savvy, & Brand Loyal
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Principles of Communication Communication includes the transmission of communication and its seven principles. The transmission of communication refers to who is the sender, what is the message, how is it being transmitted, and who is receiving the message. As the sender Fenty Beauty typically uses their social media channels to share their story with consumers. The messages that Fenty Beauty usually shares is information regarding product releases, product imagery, promotional videos and teaser clips, and tutorials. They also share customer product trial videos and on Twitter they engage with consumers weekly on “Fenty Face Friday’s” encouraging consumers to share their makeup looks using Fenty Beauty products. The receiver of their messages is usually anyone who follows their accounts. Due to the algorithms embedded within social media, other receivers of their messages could be anyone who shows interest in makeup and beauty products. The principles of communication include clarity, attention, feedback, informality, consistency, timeliness, and adequacy. Fenty Beauty is able to successfully transmit messages to their consumers by primarily focusing on clarity, attention, informality, consistency, and timeliness. The principle of clarity refers to sending the receiver a message that is easy to decipher, and with researchers taking educated guesses that the current average attention span is 9 seconds, the same as a goldfish, it becomes that much more significant (Digital Information World, 2018). For example, clarity is present when Fenty Beauty shares that their Eaze Drop product is a “Blurring Skin Tint that delivers an instantly smooth and blurred complexion in a few drops for quick, everyday coverage in 25 flexible shades.” In a single sentence they were able to tell the consumer everything they needed to know.
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Principles of Communication Fenty Beauty applies the principles of attention, informality, and consistency, by using informal language. Using slang is a strategic move to create the sense that consumers aren’t engaging with a company per say, but rather a friend. It also helps keep consumers engaged, because they’ll want to listen to what is being said when it’s delivered in a language they resonate with. For example, on a recent post the caption included the phrase “say less”, which in formal language translates to “You don’t need to say anything else. I heard you loud and clear”. By using the slang form consumers feel more of a genuine connection to the brand. Consistency is shown, through the continued use of slang language, as it has been used since the company was founded. Timeliness comes in during product releases. For example, the company recently debuted their newest product, Eaze Drop. On Instagram they shared a product teaser on March 22nd, 2021, and the following day, March 23rd, 2021, they revealed what the product was. In the post revealing the product, they shared that it would become available on their website and at Sephora, Harvey Nichols, and Boots UK retail locations on March 26th, 2021. By sharing the information several days ahead of time, they are able to create consumer anticipation and give the consumer a chance to prepare for purchasing.
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Ethical Behavior
Fenty Beauty Ethical Behavior Fenty Beauty engages in ethical behavior through alternative product testing, philanthropy, and monitoring their global impact. To start, the company is firmly against the use of animal testing. Quoted directly from the frequently asked questions landing page on their website, the brand states “We never test products or ingredients on animals, nor do we allow suppliers to conduct testing on our behalf” (Fenty Beauty, n.d.). By referencing their suppliers in this statement, it shows consumers how committed they are to using alternative testing methods. Philanthropy is present through their partnership with the Clara Lionel Foundation (CLF). Founded by Rihanna in 2012 in honor of her grandparents, Clara and Lionel Braithwaite, CLF is a global advocacy charity that supports “education, health, and emergency response around the world” (Fenty Beauty, n.d.). Some of the foundation’s work includes educational work for girls in the Southeastern African country Malawi. CLF partnered with The Campaign for Female Education (Camfed) and Ofo, a bike share program, to support students throughout their school journey and provides them with resources for a successful workforce transition. Through this partnership CLF will have impacted the lives of 7,500 girls in Malawi by this year, 2021. Fenty Beauty is also currently offering access to limited edition products that help fund CLF. Customers have the chance to purchase either the CLF 3-piece makeup bag or the CLF edition Killawatt Highlighter with 100% of the purchase proceeds being funneled into the foundation. Customers also have the option to donate without purchasing any products. While this was not done by Fenty Beauty or the Clara Lionel Foundation, Rihanna herself donated over $6 million in March 2020 to help the elderly and frontline workers during the COVID-19 pandemic. This act indirectly spoke volumes for her namesake brand, with her being the face of the company. In regards to global impact the company states on their website, “We know we all have a long way to go in our earth-conscious steps, but we’re committed to the journey” (Fenty Beauty, n.d.). This commitment is shown through their efforts to use the reduce, reuse, recycle method. They are working to reduce excessive packaging by “incorporating post-consumer recycled material”, innovating ways to reuse Fenty Beauty products, and currently working on a recycling partnership.
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Fenty Beauty Ethical Behavior
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Global Perspective
Fenty Beauty Global Perspective How is Fenty Beauty Staying Hyper-Connected? From a global perspective, Fenty Beauty stays ahead of our hyper-connected society through the utilization of engaging content and constant communication. Even when the company isn’t debuting a new product, they are checking in with consumers by asking them to show how they are using the brands products or even re-sharing posts from customers and hyping them up. On Twitter and Instagram, Fenty Beauty regularly references each platforms trending meme’s, but puts their own twist on it by using it to reference their products, and on Tik Tok they engage in many of the platforms fun challenges. Who Are They Connecting With and How? By solidifying their place year after year as a champion of diversity, Fenty Beauty supports The Impossibles and Solidarity Spenders consumer groups, as well as compassion as a key consumer emotion. The Impossibles consumer group seeks to redefine society and “create a future where anything is possible” (Bell for WGSN, 2021). By creating a brand that is truly inclusive of all skin types and tones, Rihanna turned the beauty industry on its head. With a similar mindset, Solidarity Spenders band together and take matters into their own hands by “...demanding more inclusive shopping opportunities as well as equitable representation for all” (Saunter for WGSN, 2021). Fenty Beauty was a result of Rihanna’s personal experiences and taking notice to consumers repeatedly bringing up the lack of diversity in the beauty industry and proceeded to make the overlooked the center of attention. In terms of expressing emotion, Fenty Beauty is already ahead of the curve. Their compassion comes to life when a person of color or someone with a noticeable skin condition is the primary ambassador for a product or the prominent model featured in a campaign. Rather than try to fit into pre-existing beauty industry categories, Rihanna forged her own lane. This builds an emotional connection tethering the consumer to a brand that is proud to have people from all walks of live as their consumer.
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Fenty Beauty Global Perspective Who Are They Connecting With and How? cont. Moving forward it is no doubt that Fenty Beauty will continue to be a leader in the beauty industry. As the new consumer groups roll in each group will be supported based on their needs. Predictors, who crave stability, will be supported by the ability to always find products matching their skin type and skin tone and the New Romantics, who seek emotional connection, will become emotionally linked to Fenty Beauty through the genuine nature of their attempts to remain all inclusive. The Impossibles will enjoy the way the brand continues to fight for systematic change and the Conductors will appreciate the way the brand highlights multi-faceted individuals. In regards to consumer behavior, Fenty Beauty has already begun to support many shopper habits. With easy to navigate website tabs and continuously streamlining their e-commerce experience, this supports the innate behaviors of Mission Based shoppers and E-warriors. Another way they support their consumers is by using their large platform to be a megaphone for Solidarity Shoppers and even encouraging Joy Seekers to spoil and indulge in themselves. Pushing the boundaries is built into the foundation of this business. By understanding consumer segmentation, the consumer mindset, and key emotions, Fenty Beauty will continue to be an industry innovator. Brand Alignment The other brands that align with Fenty Beauty’s global perspective, are Rihanna’s other brands, Savage x Fenty and Fenty Skin. Granted there are other brands that utilize social media and marketing outreach to share their global awareness, essentially every brand at this point, but none of them do it quite the way Rihanna’s brands do. This is mostly due to a lack of authenticity and the ability to come across as genuine, because consumers these days can easily spot an imposter. With other brands their inclusivity initiatives feel forced, rather than natural. Even if it’s not forced, that’s the impression that it gives, which means they need to adjust their storytelling. Each of Rihanna’s brands is an extension of herself, and from the moment the public met her back in 2005, she has never been shy about making her voice heard. Not only has she has always been vocal about equal representation, but she addressed the existing multicultural challenges by creating products that truly include everyone, whether that be in regards to skin tone or size inclusivity. Simply put, Rihanna heard our cries and responded.
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Fenty Beauty Global Perspective
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Marketing Principles
Brand Positioning Map In comparison to other beauty brands, I think Fenty Beauty positioned themselves to be affordable and hold international appeal within their market segment. In regards to price Rihanna’s brand is the more affordable option against brands like Pat McGrath, Yves Saint Laurent, Huda Beauty, Anastasia Beverly Hills, and MAC. In terms of shade range, every other brand falls short with Glossier only offering about 12-15 different shades, Anastasia Beverly Hills and Revlon offering a little over 30 shades, E.L.F with about 35 shades, and Huda Beauty and MAC around the 40-shade mark. Aside from their wide shade range, the company’s international appeal is also in relation to product availability. Consumers can purchase Fenty Beauty online directly from the brand’s website or from a variety of other retailer’s brick and mortar locations and online websites, such as Sephora and Harvey Nichols. Fenty Beauty along with their retail partners all offer international shipping, making convenience a priority for consumers. Prestige Price
Exclusivity
Mass Market
(low shade range)
(high shade range)
Affordability PAGE 17
SWOT Analysis Strengths With inclusivity being the brands foundation, that also means it’s their primary strength. Fenty Beauty originally targeted women, due to cosmetics typically being marketed as a woman’s product, but has since made sure to include men and those who identify as gender fluid. Another strength is the way they communicate with their consumers. Fenty Beauty, in addition to Rihanna’s other brands, have become known for their friendly and informal rhetoric. Using this method through their social media channels and on the company’s website, it helps build a genuine connection to consumers. Fenty Beauty also offers convenience and is ethically responsible. Convenience is present in the way that Fenty Beauty products are available internationally on their own website, as well as in-store at Sephora, Harvey Nichols, and Boots UK and their respective websites. Ethical practices are displayed through the use of alternative testing methods, the 3 R’s: reduce, reuse, recycle, and continuing charitable outreach through the Clara Lionel Foundation.
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SWOT Analysis Weaknesses Fenty Beauty’s dominant weakness is its vulnerability to international regulations. This is primarily in regards to makeup ingredients. The European Union, which includes over 20 countries such as Sweden, Spain, France, Italy, and Germany, has currently banned more than 1,300 cosmetic ingredients, whereas the United States has only banned 11. This is a weakness because if Fenty Beauty wants to continue selling their products in other countries they must comply with each countries policies. Price is another weakness for the brand. Marketed as affordable luxury in regards to cosmetics, Fenty Beauty’s prices are not as price accessible as drugstore brands like Revlon, Covergirl, NYX, and ELF. Rihanna and, most recently Amandla Stenberg, are both seen as the face of the brand. When it comes to voicing their opinion, neither of them are shy because they say what they mean and mean what they say. However, this means that anything they do could taint the brand’s image and cause consumers to fall out of favor with Fenty Beauty if not careful.
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SWOT Analysis Opportunities Opportunities for Fenty Beauty include product expansion, possible collaborations, and retailer expansion. While the brand does already sell a variety of makeup products, they could add to the 9 eyeshadow palettes they currently offer, and create limited edition and seasonal packaging for all products. In regards to collaborations, Fenty Beauty could build partnerships both inside and outside of their industry, to further their reach. Examples of this include Kylie Cosmetics 2019 collaboration with fashion brand Balmain, and most recently Huda Beauty serving as an official sponsor to Toni Breidinger who is NASCAR’s first female Arab driver. Similar to collaboration, retailer expansion would also help Fenty Beauty further their reach. Even though they have already partnered with Sephora, Harvey Nichols, and Boots UK, this would create an added measure of convenience for consumers where none of these stores are located.
More retailers?
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SWOT Analysis Threats As with all industries the main threat, is always competition. Fenty Beauty’s immediate competitors include Huda Beauty, MAC, and Anastasia Beverly Hills. Each of these brands offer high quality cosmetic products, only differing in formula. Anastasia’s threat to Fenty Beauty is their wide array of eyeshadow palettes and constant collaborations, which allows them to increase brand awareness. On the other hand, Huda Beauty and MAC pose the larger threat as they offer around 40 foundation shades for their products, coming close to the 50 that Fenty Beauty offers. The brands other threat is low-cost alternatives. This includes drugstore dupes, products from other brands that are highly similar, and fakes. While it’s easier to pinpoint drugstore dupes, fakes are harder to track being sold in places like Santee Alley in Los Angeles and Canal Street in New York.
Bacteria, Animal Waste Found in Counterfeit Cosmetics Seized During LAPD Fashion District Bust; 6 Arrested (KTLA,2018)
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Significance of Storytelling Fenty Beauty was founded on the idea of creating a makeup line that would cater to “a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types and pinpointing universal shades” (Fenty Beauty, n.d.). This is evident in their foundation range alone, with 50 shades available from the lightest to the darkest of skin tones. It is also evident in their attention to detail by categorizing each shade by warm, cool, or a neutral undertone and in a light, light-medium, medium, mediumdeep, or deep tone range. Storytelling is vital to Fenty Beauty because this is how they communicate to their consumers that not only do they hear them, but more importantly that they acknowledge their existence. By sharing that she had experienced and understands the struggle of not having access to a foundation shade that seamlessly blends with her natural skin tone, Rihanna creates an emotional connection to her consumers, and her consumers become emotionally connected to her brand. For people of color, when you aren’t able to find your shade it literally feels like brands are telling you, that you don’t matter and aren’t worth their time or money.
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Drivers of Change The driver of change that will continue to disrupt the beauty industry is society. Even though consumers drive every industry, they have even more control in the beauty industry. Since beauty products cater to a variety of skin types and skin tones, it’s a more personal experience. Consumers will continue to drive change in this industry by using their voice. Today’s consumer is not like those of the past, as they openly share their candid thoughts and concerns, and expect companies to do something about it. Not only are they calling companies out for product quality but, also about their ethical behavior. In response to consumer feedback, the beauty industry should utilize the Voice of the Customer (VoC) marketing research technique. This technique includes reaching the consumer through surveys, email, chat, and call data, net promoter scores (NPS), customer reviews, blogs and forums, social media listening, and focus groups and interviews. By utilizing these tactics they’ll be able to hear their audience loud and clear, paying close attention to customer reviews, surveys, focus groups and interviews, and relying on social media listening. In regards to Fenty Beauty specifically, they would gain the most advantage from using social media listening, as that’s where they primarily engage with their consumer, and taking notes from customer reviews.
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Data Intelligence This collection of data insights can give Fenty Beauty what they need in order to address consumer purchasing habits and foster company growth. In 2020 Global News Wire found that “Amid the COVID-19 crisis, the global market for Cosmetic Skin Care estimated at US $145.3 billion in the year 2020, [and] is projected to reach a revised size of US $185.5 billion by 2027, growing at a [current average growth rate] CAGR of 3.6% over the analysis period 2020 – 2027”. This is vital information to be aware of as it shows that consumer spending power will become stronger and this could help with product development, because the more a brand offers the more chances consumers have to spend money. Think With Google This Think With Google data gives Fenty Beauty the opportunity to see where consumers are willing spending their money. Even though Fenty Beauty is already quite inclusive by offering 50 foundation shades and featuring people of all ethnic and sexual backgrounds in their campaigns, this just serves as assurance that they are on the right path with what consumers want. In regards to natural beauty ingredient searches, this gives the brand a chance to make the necessary adjustments to product formulas, in order to gain favor with health-conscious consumers.
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Data Intelligence Pinterest Analytics This collection of Pinterest Analytics gives Fenty Beauty a glimpse into consumers changing interests. Popular searches include “dark skin makeup”, “natural makeup”, “no makeup makeup”, “glossier makeup”, and “elf makeup”. These searches show the brand where consumers minds are, and while it doesn’t depict actual purchases, it does hint that there’s a high possibility that consumers will spend money on any product that aligns with their searches, including specific brands. The “stress management” search has been included as an example of consumer sentiment. By understanding how consumers are feeling, Fenty Beauty can create strategies or even products to respond to that. For example, they could use color psychology and create an eyeshadow palette with colors known to calm people, and for many the process of applying makeup is therapeutic in itself.
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Data Intelligence Pinterest Analytics
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Diffusion of Innovation Within the Diffusion of Innovation's life cycle Fenty Beauty lies within the Early Adopters category. While Fenty Beauty didn't invent shade range, they did revolutionize the beauty industry. By initially offering 40 unique foundation shades, Fenty Beauty created an industry scramble with competitors working quickly to show consumers that they are just as inclusive, later known as the Fenty Effect. Later on the company developed an additional 10 foundation shades, further proving they are the beauty industry's leader in terms of complete inclusivity.
Fenty Beauty
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References Anonymous. (n.d.). European Union Countries. Retrieved from https://europa.eu/european-union/about-eu/countries_en Beauty, F. (2019, October 14). Guangzhou cheerleaders are all about that Fenty Beauty glow. Retrieved from https://www.tiktok.com/@fentybeauty/video/6747807128016276742? _d=secCgYIASAHKAESMgowrqeEcbnGnersgcNMt8fMiGISN8UlbTlv8smjLbM7sPJFf1D u08xx/BtqpSqiTqPsGgA=&enable_clips=1&language=en&preview_pb=0&sec_user_i d=MS4wLjABAAAAfHUmcQTrMk3_CLNrAOw1DSWnj_gR59WUPvacO8wJTQIJ4Utf55p ZVctR65xm3_kZ&share_item_id=6747807128016276742&share_link_id=7ED144FA4249-441D-B6275EE1DFBF97D0&source=h5_m&timestamp=1618970269&tt_from=sms&u_code=d8 84md1cl5fdbi&user_id=6735618533457773574&utm_campaign=client_share&utm_ medium=ios&utm_source=sms&_r=1 Beauty, F. (2020, January 30). Why it takes us forever to get ready. Retrieved from https://www.tiktok.com/@fentybeauty/video/6787933574776622341? _d=secCgYIASAHKAESMgowWjn0cDORu3/yiFddzWa2Y2V7SIoYVSb7XdjelntNj893ZVY wenlYTJM8eIWBomUFGgA=&enable_clips=1&language=en&preview_pb=0&sec_user _id=MS4wLjABAAAAfHUmcQTrMk3_CLNrAOw1DSWnj_gR59WUPvacO8wJTQIJ4Utf55 pZVctR65xm3_kZ&share_item_id=6787933574776622341&share_link_id=7775C0EA743B-4FF4-A54005CBBBA6B275&source=h5_m&timestamp=1618970208&tt_from=sms&u_code=d8 84md1cl5fdbi&user_id=6735618533457773574&utm_campaign=client_share&utm_ medium=ios&utm_source=sms&_r=1 Bell, A. (2021, January 14). Future Consumer 2023. Retrieved from WGSN Bowenbank Assistant News Editor Starr Bowenbank is the assistant news editor who writes about all things pertaining to news, S. (2019, May 15). Amandla Stenberg Is the New Face of Fenty Beauty. Retrieved from https://www.elle.com/beauty/a27481931/amandla-stenberg-fenty-beautyambassador/ Clean Beauty. (n.d.). Retrieved from http://www.nutritiouslynatalie.com/natural-beauty1 PAGE 28
References D. (2020, July 21). Voice of the customer - What consumers are desperate to share. Retrieved from https://www.talkwalker.com/blog/voice-of-the-customer Desk, W. (2018, September 10). The Human Attention Span [INFOGRAPHIC]. Retrieved from https://www.digitalinformationworld.com/2018/09/the-human-attention-spaninfographic.html Fenty Beauty. (n.d.). Retrieved from https://www.instagram.com/fentybeauty/?hl=en Fenty Beauty. (n.d.). Retrieved from https://twitter.com/fentybeauty?ref_src=twsrc^google|twcamp^serp|twgr^author Fenty Beauty by Rihanna: About. (n.d.). Retrieved from https://www.fentybeauty.com/about-fenty Harker, L. (2020, October 29). How Fenty Beauty Has Built Brand Awareness - and Won. Retrieved from https://latana.com/post/build-brand-awareness-fenty Huda Beauty. (n.d.). Retrieved from https://www.instagram.com/hudabeauty/?hl=en Pinterest Trends. (n.d.). Retrieved from https://trends.pinterest.com/? country=US&terms= Primer: NYX Professional Makeup - Page 3. (n.d.). Retrieved from https://www.nyxcosmetics.com/face/primer/?start=0&sz=18 Quednow, C. V. (2018, April 13). Bacteria, Animal Waste Found in Counterfeit Cosmetics Seized During LAPD Fashion District Bust; 6 Arrested. Retrieved from https://ktla.com/news/local-news/bacteria-animal-waste-found-in-counterfeitcosmetics-seized-during-lapd-fashion-district-bust-6-arrested/ Research and Markets. (2020, September 25). Global Cosmetic Skin Care Industry (2020 to 2027) - Market Trajectory & Analytics. Retrieved from https://www.globenewswire.com/news-release/2020/09/25/2099275/0/en/GlobalCosmetic-Skin-Care-Industry-2020-to-2027-Market-Trajectory-Analytics.html p-2021-Trend-Forecast-FINAL.pdf PAGE 29
References Rihanna. (2017, June 07). Retrieved April 21, 2021, from https://www.youtube.com/watch?v=nOFxHpU6OSk Saunter, L. (2021, January 01). Shopper Forecast 2021. Retrieved from WGSN Swanson, E. (2020, January 06). 1,300 Cosmetic Ingredients Are Banned in the United Kingdom, Compared to 11 in the United States-Here's Why. Retrieved from https://www.marthastewart.com/2225508/beauty-ingredients-banned-unitedkingdom-united-states V. (2015, May 15). 7 Principles of Communication – Explained! Retrieved from https://www.yourarticlelibrary.com/management/communication/7-principles-ofcommunication-explained/53333 Yelp 2021 Trend Forecast. (n.d.). Retrieved from https://blog.yelp.com/wpcontent/uploads/2020/11/Yelp-2021-Trend-Forecast-FINAL.pdf
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