Creative Brief

Campaign Goals

Promote Inclusivity through Back to Basics

Fenty Beauty’s focus is to help people of various skin types and makeup application skills be included in the brand. Fenty Beauty emphasizes the importance of making everyone feeling comfortable and finding what they need with Fenty Beauty.

Website Drive and Product Sales

Fenty Beauty aims for driving more traffic to fentybeauty.com with workshop videos, makeup tutorial videos and the virtual quiz for skin type makeup bundle. We enjoy making it easier for consumers buying products based on skin type with the product bundles.

Show Improvement and Growth

Though Fenty Beauty is a big and established brand, we want to constantly improve our offerings and keep up with trends to meet the demands of the Fenty family and even grow the family! We also want to show how we are constantly working to improve our consumers’ experience with us.

As Fenty Beauty grows older and reaches its 6th anniversary, we want to show our gratitude to our customers by gifting them with educational workshops and makeup tutorials to improve their makeup application skills and knowledge, a virtual quiz with skin type makeup bundles to make sure they know what to put on their skin and the ultimate green concealer to meet the demands of our acne/hyperpigmentation girlies.

Target Audience

Rihanna Fanbase – This audience is loyal to Fenty Beauty’s founder and everything she has to offer. They stay updated with Fenty Beauty news and new releases.

Current Fenty Beauty Customers – This audience are somewhat loyal to Fenty Beauty through what the brand has to offer for them.

Potential Fenty Beauty Customers – This audience either knows or does not know about Fenty Beauty. If they know, they have not been convinced enough to occasionally purchase Fenty Beauty products. This campaign may have something to offer for them.

Social Media Users – Fenty Beauty and Rihanna have a big following and exposure on social media. Many users who keep up with social media and pop culture news are bound to hear about Back to Basics and some will be inclined to learn more about it.

Makeup Users with Different Skin Tones and Types (dry, oily, ace, aged, hyperpigmentation) – People with various skin types who view products personalized for their skin will feel more included and willing to explore what Fenty Beauty is offering to help with their makeup application.

Gen Z and Millennials – This generation purchases Fenty Beauty products the most and will be the most likely audience to purchase Fenty Beauty products and attend fun workshops. They also have the most hormonal skin changes and would like to learn more about which products support their skin.

Beginner to Medium Level Makeup Users – Some people do not know how to achieve their desired makeup look goals or not know what products to use that would help their skin type. There is always something new to learn, and those who would be interested in learning are this audience.

Messaging/Tone

“Feel Good in Your Skin”

Rihanna embodies confidence and founded Fenty Beauty off of the idea of helping women feel inclusive and confident. Back to basics helps makeup users with which products to use and how based on their skin type. This will boost confidence and allow them to feel good in their skin.

“All Skins Matter”

Fenty Beauty believes in beauty for all. In the beauty industry, some skin types and older women are overlooked. Fenty Beauty wants to make sure everyone with any skin type finds something they like about Back to Basics and further improve their makeup routine.

“Learn with Fenty Beauty”

Fenty Beauty likes to find the perfect shade for makeup users and show ways of using makeup products on social media. That is why Fenty Beauty is launching Back to Basics to provide full makeup tutorials on fentybeauty.com and virtual quizzes to help people get to know their skin and recommended products better.

Media Buy

OOH – Fenty Beauty will have OOH advertisements like billboards and wheat pastes in high populated areas close to stores to advertise the Back to Basics campaign before and during its launch.

Events – Fenty Beauty will host workshops to give Fenty fans a personal experience with learning which products to use and how based on their skin type. Learning from Fenty Beauty makeup experts and influencers with different skin types will help build trust from consumers. Authenticity and education are key here. There will also be a pop-up at Century City Mall to attract shoppers who care about beauty and wellness.

Influencer Marketing – This will be done through the popular beauty influencers being models at the workshops like Kadeeja Sel Khan, Jackie Aina, Gabby Morrison and Caroline Hirons.

Online Promotion – Back to Basics will be promoted on Fenty Beauty social channels, Rihanna’s social channels, fentybeauty.com and digital advertisements catered to users based on their data.

Timeline

April 19 – Send out Press Release, post workshop Instagram post, have workshop OOH ads up

April 20 – Rihanna posts video on personal Instagram account about anniversary and RSVPing for workshops

April 22 – Influencer marketing starts: influencers coming to workshops make Instagram announcement

April 29 – Last day to RSVP for workshops

May 1 – Announce exact workshop locations

May 7 – Workshop in Los Angeles. Announce launch of Pro Filt’r Instant Retouch Concealer in Green

May 9 – Workshop in Las Vegas

May 11 – Workshop in Houston

May 13 – Workshop in Miami

May 15 – Workshop in Atlanta

May 17 – Workshop in New York

May 18 – Post workshop videos to fentybeauty.com

May 22 – OOH advertisements are up

May 23 – Rihanna goes on the Kelly Clarkson Show to talk about Back to Basics campaign: Pro Filt’r Instant Retouch Concealer in Green, sneak peak of makeup bundles and virtual quiz with makeup tutorials.

May 25 – Rihanna goes on Goop to promote Back to Basics Campaign

May 26 – Tease virtual quiz, skin type makeup bundles and green concealer on Instagram

May 27 – Release virtual quiz, skin type makeup bundles and green concealer and post on Instagram

June – Cover of Allure and Elle Magazine, article in Vogue

June 2 – Open giveaway for skin type makeup bundle of choice

June 14 – Announce 4 giveaway winners

July – Cover of Cosmopolitan and Esquire

Mid-July – Start social media campaign to have customers post how the bundles and green concealer are helping their skin and makeup routine

End July – Pop up at Century City Mall

August – promote campaign more on social media of how campaign helped people’s summer glow

Campaign Tagline

“Support Your Skin”