How Fenty Beauty Won the Superbowl
Rihanna announces earlier this week that there will be a surprise guest with her during the performance. No one could have guessed it would be her new baby!
There’s no need to explain what happened last night, but in case you missed out, the ICONIC Rihanna was the halftime performer this year at Super Bowl 57.
But what I really want to talk about besides the big surprise, finding out that she was pregnant with her second child just 9 months after giving birth to the first, and this being her first performance in 5 years, is all the prep that went into making this an incredible marketing opportunity for her makeup line, Fenty beauty.
Fenty Beauty, just 5 years old, is worth 1.4 billion dollars. Rihanna knows how to market. So here are 3 things that Rihanna and Fenty Beauty did that will go down in history for us marketing lovers.
A quick makeup touch-up during her performance During the show - She literally stops to take a second to check her makeup in her Fenty beauty pallet. I wondered if Fenty would make an appearance somehow, but I didn’t know how she could do it tastefully. This was just subtle enough that it worked. It reminded the viewer, “Hey I’m a major player in the makeup world now. Don’t get it twisted.”
Fenty Beauty released limited edition products for the halftime show performance The company was strategic in making the carrying case for these limited edition products see thru so they would clear Super Bowl security, just in case you wanted to make an appearance with your Fenty supplies. All the other products came in packaging that looked like a football.
They made it a brand trip and invited all the major players in the makeup world to the super bowl. Problematic miss Mikayla Nogueira announced on TikTok earlier this week that she was invited to the Super Bowl by the Fenty Beauty team. They invited other influencers like Glamzilla, Bretman Rock, Golloria, and way more.
I want to wrap this up by saying, their target was hit. Most of us ladies were waiting to see Rihanna because that was the real show for us. They had a chance to market for the most-watched American television broadcast of the year, and they did not miss.