In Branding, Diversity < Inclusion

“I wanted things that I love,” [Rihanna] told Refinery 29. “Then I also wanted things that girls of all skin tones could fall in love with…so you want people to appreciate the product and not feel like: ‘Oh that’s cute, but it only looks good on her.’”

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Rihanna’s Fenty Beauty debut last week took the beauty world by storm, simply doing something it should have done a long time ago…offering 40 different foundation shades, taking advantage of an ongoing void in the marketplace.

 

Social chatter has been consistently strong with celebrity endorsements of all hues trickling in daily, and sentiment is insanely positive. UGC also indicates that sales are strong, with fans and customers sharing pictures of the darker shades being completely sold out in their local Sephora stores and on FentyBeauty.com.

Why It’s Hot

The resounding success of Rihanna’s Fenty Beauty launch put other beauty brands on notice. Kylie Cosmetics and Nars were quick to post images of darker models on Instagram to try and harness the growing chatter. These attempts to showcase diversity were widely met with negative feedback. Customers can see through the semblance of diversity through imagery and now require inclusion, especially from industries that have historically struggled to meaningfully engage with people of color.